Canadian Apparel
May - June 2003
by Emir Tahirovic & John Datseris - The BrainStorm
Group
In an age where we can order groceries, purchase a stereo system,
or arrange to test drive a car from our desks, if you're not online,
you are re. But what determines whether or not a web site is valuable
to your business? What can the Internet do for you?
This first of a series of website "secret shopper" articles, we've
had a of users visit sites operated by Canadian denim companies. Their evaluation
criteria were simple: Is this site useful to the ordinary retailer or consumer?
And is the experience one they will want to repeat? Each of the sites has faced
the challenge of conveying its brand image - combining it with web technology
to make the visit entertaining and. Some do a great job of conveying their
brand but fall short on utilizing technology. Others are stronger technically
than visually. And some are skillfully pulling them both together.
Silver Jeans has assembled an impressive online brand presence
that a savvy, modern and entertaining online experience.
The site was developed in Flash (HTML's glitzy cousin). As Flash sites is one
is entertaining. But when the customer is ready to shop, the customer is forced
to open a second window. The inherent risk here is that might lose your shopper
to another site or in a maze of clicks. As with any retail store, the longer
a customer spends at your site, the more he is to buy.
Though rich in features, the site offers little content on the
company its distributors or on B2B communications. It might consider
the addition of an extranet or a private log in area for B2B relations
that would users to access their order status, place orders or
check pricing and inventory levels.
Simple modification that would enhance the online experience, and the company's
marketing, is to take advantage of the Music Customizer entertaining tool that
lets the user customize the site's background: Visitors could concoct their
own music mix with a chance to win a ith-purchase or a pair of custom designer
jeans. To redeem the prize, would be required to visit a Silver Jeans outlet.
In addition, Silver Jeans sponsored events at which its DJeans (characters
prominently displayed on Le) are spinning their mixes, could be promoted on
the site.
Overall, Silver Jeans has made an impressive effort in communicating
it understands its customer. What they can focus on now is leveraging
web for B2B practices and creating a more seamless experience.
The next site was a single page explaining that the site is under
construction.
As far as "Under Construction" pages go, Parasuco's
is attractive and well positioned. The image is consistent with
the brand and basic contact information is supplied. Everything
looks fine, until you read the few words available: "COMING
SOON / FALL 2002".
The most important lesson about the web is that the web never
sleeps. Users expect up-to-date content and accurate information.
If you miss your deadline, it's best to update your site with your
new target launch date. Your audience will be more forgiving.
Buffalo Jeans has put together a very good website that offers
an experience unique to its brand. One of the most important topics
to a tween, teen or young adult is employment so it was good to
see emphasis on careers front and center on this website. The company
also understands the importance of viral efforts, offering unique
items such as screensavers that teenagers will download and pass
on to their friends.
Though thin on information, Buffalo jeans provides well branded,
and easy to use Flash transitions and a fashion gallery of its
latest styles. The site does not emphasize its B2B efforts but
does offer contact information for all corporate headquarters.
Buffalo has a strong foundation on which to develop a well positioned,
targeted and integrated strategy online. Simple additions such
as greater company details, news and PR and contact forms for B2B
purposes can enhance the functionality of the website.
Though not splashy or creatively "edgy", the French
Dressings Jeans website is well organized, up to date and full
of relevant content. It provides sufficient information about the
company, offers a gallery of all its product lines, archived News
and Press Releases, current promotions, fashion tips and a contact
form for B2B communication.
This site covers all the basics of functionality, with one notable highlight.
In an effort to bridge the divide between touch and the online experience,
it offers a section devoted to "How we fit". (Silver Jeans had a
similar section in their shopping environment). Size charts and pictures of
varying body types help a customer relate to its products. Customers can begin
visualizing themselves inside a specific pair of jeans when they see someone
with a similar shape wearing them. And helping someone find the best fit in
your jeans will make you a hero and increase customer loyalty.
Suggestions for making this site even better would include injecting some designer
flair that emphasizes brand positioning and tying it in with a monthly or seasonal
French Dressing newsletter that puts those tips and promotions to good use.
This site is simple and clean with efficient images on a white
background with hypertext links. The site, or sites, provide a
great deal of content. Pimlico does private label manufacturing
and the site has a manufacturer's feel. Things get confusing though
when multiple browser windows begin opening up for each brand.
It's an unnecessary step in the surfing process, given that the
umbrella organization is the hub for each. If how each brand requires
its own separate presence, then the umbrella site simply fails
to set that expectation.
Pimlico provides pleasant content with its strong line of brands
and experience. But it needs to place emphasis on its online brand
positioning Although this is primarily a trade site, it is open
to the world.
So, what can a website do for your business? Everything you need it to A web
site can provide relevant and up-to-date information on your company and products,
provide visuals of your product line, complement your offline strategy, gather
data on your customers and collect sales leads, 01 direct communication with
your customers, sell your product, and posit your brand in an effective, unique
and well branded environment.
Technology simply enables you to do all the things you would normally
do to grow your business, in an alternate format - online.
The BrainStorm Group's Interactive division works with companies to plan execute
all aspects of their online campaigns with a focus on integration with existing
marketing strategy. |