Givenchy has today rolled out its e-commerce platform to the UK, Italy, Germany, Netherlands and Spain, offering an immersive online experience curated by its new British creative director Clare Waight Keller.
The new Givenchy.com will be the exclusive online destination to shop Waight Keller’s debut SS18 collection for the LVMH-owned luxury house. The designer showed her second collection (AW18) for the house in Paris yesterday.
Images of Waight Keller’s SS18 offer began dropping at Givenchy.com during February, before the in-store drop, along with photographs from the advertising campaign shot by Steven Meisel. Content on the site also includes news, in-depth features and real-time access to fashion shows.
The site will stock the full retail offer of women’s and men’s ready-to-wear and accessories with all products presented in high resolution and from up to eight different angles per product. It will also offer monthly product drops, online-only capsules designed by Waight Keller as well as “new now” priority access to key pieces before they hit retail floors worldwide.
As part of the omnichannel experience, customers will be to check stock availability in retail stores, choose in-store delivery for online purchases (click & collect) and book in-store appointments to try on clothes.
Waight Keller oversaw the creation of the e-commerce platform, which was launched in France last autumn, working in partnership with London-based agency R/GA. Givenchy said the platform brought the brand closer to its customer than ever before.
“Its highly engaging environment, supported by a 360° strategy covering online media, e-mailing and social media, gives followers the immediacy they crave along with the freedom to curate their Givenchy experience as they see fit,” the brand said in a statement.
Waight Keller joined Givenchy from Richemont-owned Chloé a year ago, becoming the first woman to helm the house in its 65-year history. She replaced Italian designer Riccardo Tisci who had stood down earlier in 2016 and who was last week named as the new chief creative officer of British luxury house Burberry.