Ferragamo lets shoppers pre-order runway looks through digital trunk show

Ferragamo trunk show microsite

Italian label Salvatore Ferragamo is letting consumers pre-order looks from its women’s spring/summer collection through an interactive digital trunk show.

The updated microsite features a new “style yourself” section that allows shoppers to see how different items from the collection look together, as well as runway videos and a lookbook. Ferragamo and Pod1 have strategically designed the site to be viewable and interactive for users on a desktop or tablet and will soon be optimized for a mobile device.

“The goal of this microsite is to create a luxurious and engaging online environment for Ferragamo’s trunkshow and pre-order offering,” said Gail McClelland, New York-based senior brand strategist at Pod1.

“Ferragamo wanted to replicate their in-store experience, allowing customers to browse and pre-order the new season’s collections before it hit the stores,” she said.

Pod1 is the digital creative agency that also designed Ferragamo’s first digital trunk show earlier this year for the fall/winter collection. The debut of the site last year marked the first time that Ferragamo sold its ready-to-wear collection online (see story).

The microsite can be found at trunkshow.ferragamo.com.

Digital stylist
The Style Yourself section is the most interactive part of the site and the section that received the greatest facelift in terms of functionality and ease of use, per Pod1.

This section lets shoppers browse all of the individual items found on the runway and style them together on a mannequin.

The items are represented by small icon picture on the left hand side of the screen. Consumers only need to click on the product to have it appear in the appropriate place on the mannequin.

Bags, shoes, dresses, tops and bottoms can be layered and paired together to create a unique and personal look.

While a person adds or removes the items from the mannequin, the microsite keeps a running shopping list on the right hand side.

This lets consumers see how much a particular outfit would cost and lets them easily add the items to their digital shopping bag by simply changing the number in the quantity box.

The Style Yourself feature of Ferragamo's trunk show

The site also provides a “sizing guide” that lets consumers determine the right size for each item based on what size they are in knit ready-to-wear products.

Each personally-styled look can be shared via Facebook, Twitter or through email.

“This section was developed to really empower the Ferragamo customer, both existing and newly acquired, so she can fully engage with the collection and interpret it in her own way,” Ms. McClelland said.

“The customer becomes the stylist, and any combination of desired products can be developed into stunning, true-to-life looks which can be viewed from different angles, shared across the shoppers’ social media networks and, ultimately, pre-ordered,” she said.

Bright idea
The Ferragamo microsite also features a digital lookbook that lets consumers see individual photos of each look on the runway.

Scrolling over any of the images gives consumers the option to watch a clip of the look during the runway show or pre-order the look.

Clicking on pre-order, shoppers are able to add one or all of the items to their shopping cart and see a running total.

The video option directs shoppers to a different site where they can watch the chosen video and then continue to watch various clips from the runway show.

The Lookbook options

Underneath each video is the option to pre-order the entire look or share the video on Facebook, Twitter, Tumblr, StumbleUpon, Blogger and a few other social media-based networks.

Pod1 has made the Ferrgamo microsite easy to navigate through a site-frame that contains the four major site options such as Collection, Lookbook, Video and Style Yourself.

Ferragamo's digital trunkshow for spring/summer 2012

The frame also contains a search box and options for creating an account, signing in and viewing the shopping bag.

Additionally, the microsite does not use Flash technology at any point, making it accessible from an iPad or tablet device and will be updated with smartphone capabilities in the near future.

“Tablets are now a bigger marketplace and a far bigger growth opportunity than desktop PCs, and from our research we know that the luxury shopper we are targeting uses these devices to browse and shop fashion in considerable levels,” Ms. McClelland said.

“We needed to ensure the experience wasn’t diluted or affected for the tablet/iPad user to protect the integrity of the brand,” she said.

Final Take
Kayla Hutzler, editorial assistant at Luxury Daily, New York

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Tags: Ferragamo, Pod1, pre-order, pre-order runway show, ready-to-wear, runway, Salvatore Ferragamo