Scottish
designer J.W Anderson is embracing technology in big way. The hit label have
just launched a new e-commerce website to sell the collections and Anderson
believes this matches up with the increased use of social media to sell
products because it's something the company's customer base is already
interested in. He commented on the move: "Our database is young and our
impact is around social media, so it feels right to be finally embracing our
customer in this way."
The
designer explains that he sees this as a step towards progress and thinks fans
of the label will really like the new website because he thinks they've been
searching for a dedicated place to shop the designs from the catwalk - there
will even be a chance to shop exclusive items that won't be available
elsewhere: "We've developed such a strong following over the years that we
have turned into a cult brand and our customers have wanted to have something
more from us."
Anderson,
who will also run a personalized blog as part of the new site, believes the
idea is very appealing because it brings everything about the company together
in one place, and gives it a unique personal touch that otherwise wouldn't be
on offer through other sale points: "I like this idea when all the aspects
of the business are streamed together so that people can see a full
demographic. It's so much more personal and, as we're a very open company, it's
so important to integrate comment from us."
