At our Then, Now Next event this week in New York, we looked at Marc Jacob’s 2010 online store. In an attempt to replicate the in-store experience, Marc Jacobs designed a virtual store that looked like a page from The Sims. On the first page, a sales person said “Welcome To Marc Jacobs! Please come inside!”. Other pages were similar, cartoon replicas of Marc Jacobs store with animated salespeople that spoke in speech bubbles.
Bloggers ridiculed the over-the-top attempt and consumers were not enthusiastic either. In 2012 Marc Jacobs launched a new site, and its success is in part why the brand was ranked sixth and in the Gifted category in our fifth annual 2013 Digital IQ Index: Fashion. For sale items on the new site are presented in a clean, minimalist format. Models turn from full to side profile with the hover of a mouse. Instead of replicating the stores, the new site ads to the in-store and e-commerce experience with the World of Marc Jacobs section where users can watch videos and look through user-generated Instagrams and vintage of Marc Jacobs and business partner Robert Duffy’s younger days.
As various e-commerce platforms emerge, brands will need to extend their digital presence to all. Marc Jacob’s initial failure and recovery show the importance of customizing for each.
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