The House of Givenchy Expands E-Commerce to the US
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When Clare Waight Keller took the reins as Givenchy’s artistic director in early 2017, one of her first mandates was to bring the French fashion house into the digital age with a global e-commerce platform. Fast forward two years and Givenchy’s online profile is robust as ever with the addition of the US to its e-comm site on givenchy.com.
Givenchy.com’s American debut is part of Waight Keller’s larger strategy to create an immersive, omni-channel platform for the site where shoppers can do everything from browse the latest runway collections and immediately purchase pieces, to reading in-depth style features and having real-time access to its runway shows. Shoppers can even check stock availability across any of its stores nationwide.
To celebrate the US launch, Waight Keller designed a special capsule collection that draws on the all-American varsity aesthetic, all exclusive to online. The three-piece collection combines elements of Givenchy history like a ‘52’ motif commemorating the year Hubert de Givenchy launched the fashion house and a ‘50s-inspired varsity T-shirt, among others.
With its shopping platform now available in seven countries, the online market can be notoriously tricky and the French house is taking a more considered approach to expanding e-comm globally. Now that givenchy.com is shoppable in the US, the brand will steadily continue its international rollout in Asian markets throughout 2020.
Check out the Givenchy’s new capsule collection above and shop the pieces now at givenchy.com.
