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Derek Lam on Launching Online Retail & His Footwear Focus

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Derek Lam has opened up about launching his own online retail destination. The designer thinks that customers are after a fully luxurious experience and want to be wowed by their purchase when it arrives, which includes immaculate presentation - not just a product thrown in to a box. Derek's own store is set to open later on this year and he has commented on the experience he hopes he'll provide to those who buy online: “It has to be a destination unto its own, it can’t just be a sales mechanism to get someone to buy the clothes because they can’t find it elsewhere. I’m always the most disappointed person when I get something online and I find that it’s just thrown in a box and sent to me with, like, no finesse.”

Chief Executive Officer for Derek Lam, Jan-Hendrik Schlottman, added that they have learnt from a past experience with online retail: “We actually tried to do it ourselves once, and that’s kind of what we learned: you need to be an expert.” Lam is also working on putting more time in to footwear and says it does take some time to get the footwear designs the attention they deserve but they're working on creating more of a focus in the seasons ahead: “It’s a slow build to create a space and validity for the shoe collections. While we have shown several seasons of shoes to the buyers, we are [just] getting traction at retail, so building on that momentum will be the focus for the next few seasons.”

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