Givenchy relaunched givenchy.com as an e-commerce site, with shopping opening in France on 25 September 2017, days before Clare Waight Keller’s first ready-to-wear show for the house. The London agency R/GA designed the site with Givenchy, under Waight Keller’s oversight. It launched in five languages and reached the UK, Italy, Germany, the Netherlands, and Spain in March 2018. I worked on it as Executive Creative Director, Brand Design at R/GA London.
Why it looks like this
Four Gs. FashionNetwork reported a black-on-white site with large images alternating between color and black and white. At the center of the homepage, four small tiles stand for the four Gs of the Givenchy logo.
A couture service, online. Givenchy’s launch release set the goal of reproducing an haute couture service online. In practice that meant direct contact with a Givenchy representative, same-day delivery or store pickup in Paris, and fitting appointments for pieces not sold on the site.
Content and commerce. When the platform reached five more European markets in March 2018, Givenchy’s release described Steven Meisel’s campaign photographs combined with news, features, and real-time access to shows, plus product images from up to eight angles.
Press and sources
- Global Retail Alliance (FashionNetwork report): Givenchy launches e-commerce
- Harper’s Bazaar Singapore: Givenchy is Entering E-Commerce With a New Omni-Channel Platform
- PR Newswire: Givenchy Rolls Out E-Commerce Platform to New European Markets