BCBG Heads to the Web for New Sales
BCBG Max Azria Group of Vernon, Calif., is finally joining the e-commerce wave and is expected to have a new shopping site online early next year.
The company has enlisted IT firm GSI Commerce Inc. of King of Prussia, Pa., to build a new e-commerce Web venue, as well as to handle all shipping and online customer service for the BCBG Max Azria and BCBGirls brands.
The company will sell women’s ready-to-wear, evening dresses, suits, separates, denim, eyewear, swimwear, footwear, handbags and small leather goods.
Although it may seem late in the game to get involved in e-commerce, GSI spokesman Greg Ryan said BCBG’s timing may be on the mark, since many companies tried and failed to make e-commerce a success and are now just starting to make profits. Using third party information technology firms appears to have become a winning formula since there’s usually little to no upfront costs—as is the case with GSI, which will take an undisclosed share of sales.
“We chose GSI Commerce as our partner because of the company’s e-commerce expertise in the fashion apparel category and the overall quality of its e-commerce platform,” said Max Azria, BCBG’s designer, chairman and chief executive officer, in a statement announcing the GSI deal.
GSI has been in business since 1999, accumulating more than 70 clients, including Liz Claiborne, Polo, Burberry, Kate Spade, Levi Strauss & Co. and Aeropostale.
E-commerce is now the fastest-growing segment in retail, with a U.S. market expected to top $100 billion at the end of the year, according to online researcher Leadpile Inc.
Ryan of GSI said using third party or hosted applications allows each company to concentrate on its own strengths. “They know retail; we know e-commerce. We offer the complete solution, so it’s a good match,” Ryan said. He added that the company also would provide marketing and other services that will help BCBG better understand the buying habits of its customers.
Ryan said the company most likely would have a new Web address, aside from www.bcbg.com, which features looks at current collections, as well as providing retail referrals and editorial coverage. If all goes well, BCBG can stand to build its online presence to account for 2 to 4 percent of overall sales, Ryan said. “We’re shooting higher.” The strategy for brands now is to have a multi-channel presence across various media to maximize sales potential, he said.
Sports and Tech Conference
The Sporting Goods Manufacturing Association will present a conference focusing on sports and technology Oct. 24–26 at the Estancia Resort and Spa in La Jolla, Calif.
The Sports + Technology Convergence conference will address opportunities to create, distribute, sell and market sports and fitness products, and ultimately how technology can enhance active lifestyle participation.
More than 20 sessions will take place. Topics include apparel applications of the future; “gamevertising,” or how to do product placement for video games; RFID; and wearable technology.
In addition, David Bruner of TC2 will present a session on 3-D body scanning in fitness venues for enhanced body tracking and custom performance apparel. To register, visit stc.sgma.com.Learning PAD at FBI
Montreal-based PAD System Technologies, in conjunction with Fashion Business Inc., will conduct a four-day course on computerized pattern-making using the popular PAD system Aug. 7–10 at the FBI Resource Center in the New Mart in Los Angeles.
The program cost is $400 per person, and participants are required to pre-pay.
Some participants may be eligible for reimbursement through the state’s Employment Training Panel program.A pattern-making system used throughout the global apparel industry, PAD is offered in 10 languages, operates on Macs and Windows, and is compatible with most peripheral equipment such as digitizers, plotters and cutters.
Company Vice President Kristine Gloviak will conduct the sessions. A noted technology executive, Gloviak has taught computerized pattern-making for more than 20 years on PAD and other systems.
“We have a unique system,” she said. “We have tools such as a sketching area where you can get a good idea of what your pattern will look like before you put it together.”
For more information and to register, e-mail info@fashionbizinc.org.
