The new victoriabeckham.com e-commerce website is now live. The site represents a new approach to the luxury brand site. Intuitive and interactive, the redeveloped web platform introduces e-commerce for the first time in the company's history.
It is integrated with unique brand content and placed in a vibrant social context that allows users to share the constantly updating media across their own social channels. Featuring simple, streamlined design and functionality, the site puts intimate and insightful content at the heart of the brand's activity, giving users unprecedented access to the designer's ideas and creative process.
"My new website has been in the making for a very long time. It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer. The site will be ever evolving featuring never seen before insights into my world through the medium of film. I'm incredibly excited with what I have created and the unique access to the brand I am now able to offer," Victoria Beckham.
A departure from the original victoriabeckham.com site – which served as an online look book for the brand's collections, spanning from its first season, SS09, through to the most recent SS13 collections – this new, redeveloped brand platform offers users two simple propositions: to "Look" and to "Shop". The former option showcases an ever-evolving body of show footage, documentary content, inspiration and news with a strong, signature aesthetic.
"Shop" meanwhile features Victoria's handpicked selection of SS13's key pieces. It is here that the simplicity and streamlined functionality of the site design becomes fully apparent. Informal documentary content will serve to paint a more intimate picture of the brand's personality, beyond the functional and sartorial qualities of its luxury products.
Products offered on the site include ICON — a selection of RTW dresses exclusive to victoriabeckham.com offering the line's most timeless and iconic designs in a seasonless assortment of both classic colors and new in limited availability runs—and selections across four existing Victoria Beckham collections: accessories, eyewear, denim and the newest line, Victoria, Victoria Beckham.
These personal edits are accompanied by the highest standard of customer service, extending the sense of an in-store luxury experience to the contemporary, digital environment. Each purchase will arrive in bespoke packaging, and same-day delivery is available in London and New York. Further, a dedicated team of multi-lingual Client Service Associates are available via telephone to provide assistance and style advice.
In this initial launch the shop will sell to customers in the UK, USA and Europe, supporting local currencies in each territory, with further plans to then roll out sales in additional territories in the near future. Those outside of e-commerce regions will have full access to the brand experience of "Look" with a detailed store directory covering all international points of sale for Victoria Beckham.
Tony King , with his agency King & Partners, have executed the site's design and build, which is powered by the Sellect e-commerce /CMS Platform – adapted to cater for the unique requirements of victoriabeckham.com. Victoria has worked in close collaboration on creative and content direction with Jonny Lu and Isaac Lock respectively. The concept for the site combines their strong digital aesthetic with King's extensive experience in luxury digital design.
Victoria Beckham is a joint venture between Victoria Beckham and Simon Fuller’s XIX Entertainment Ltd.
About Victoria Beckham
The Victoria Beckham fashion label represents modern luxury, comprised of the Ready-to-Wear, Denim, Eyewear, Accessories and 'Victoria' collections. All are conceived by Victoria and developed at her studio in London with the same aspirational, chic and refined aesthetic that is at the heart of Victoria's creative vision.
Launched in September 2008 to great acclaim at New York Fashion Week, Victoria Beckham Ready -to-Wear is handmade in the United Kingdom and stocked internationally by the world's best fashion stores. Victoria's collections have been worn by celebrities including Michelle Williams , Julianne Moore , Beyonce Knowles , Gwyneth Paltrow and Kate Winslet .
