Specialty women's apparel retailer The Talbots, Inc. is relaunching its e-commerce site with new functionality, features and personalization.
The updates are designed to align its online shopping experience with in-store product offerings and catalog customer service, Retailer Daily reports.
Updated online features include a "New and Noteworthy" section offering videos of current apparel products, a "look book" with previews of upcoming seasonal collections, and an online catalog. In addition, the site offers a "Style Advisor" section with tips on how to find the right fit, an expert Q&A feature, fashion glossary, and online scheduling of in-store appointments with fashion consultants. There is also a "Your Voice" feature where customers can read or submit personal fashion stories.
Other expanded features include a personalized area for customers to store preferences and a wish list, and a special sale section. Talbots will also use the site to offer targeted promotions and recommendations.
Talbots is not the only specialty apparel retailer to offer updated online shopping functionality and customer service this summer. Direct specialty apparel retailer Lands’ End launched two interactive websites earlier this summer, one aimed at female swimsuit shoppers and one aimed at kids shopping for back-to-school backpacks. Both sites went further in offering expanded functionality than Talbots, providing social networking features and virtual fantasy environments.
In addition, specialty youth apparel retailer Abercrombie & Fitch launched a microsite dedicated to its new EPIC interactive store format in July. The site does not offer actual e-commerce functionality, but serves as a promotional vehicle with sound and imagery and also offers themed desktop screensavers and postcards, as well as online applications to appear in Abercrombie & Fitch advertising.
Talbots is expanding its e-commerce platform at a time when the women’s specialty apparel segment in particular is experiencing difficulty. Jones Apparel Group recently announced plans to close 225 stores. In addition, retailers in the segment such as Claire’s, Bon Ton, Ann Taylor, Coldwater Creek, Chico’s, and Limited Brands have reported varying quarterly and annual losses in sales, revenues, and profit margins.
Trying to build business online may be a good approach, as recent research from Price Grabber and Market Reporter indicates online consumers are spending more time online and are more optimistic about spending than they have been in the past year. Data from Compete also revealed that e-tail was among the top-visited segments of sites last July, particularly as recession shoppers pursue value over the 'net.
