California Apparel News

A fashion fixture for over 15 years, the Tracey Ross boutique on Sunset Boulevard in West Hollywood, Calif., has been in the forefront when it came to showcasing the latest in high-end designer labels. Now owner Tracey Ross is venturing into new territory with the new re-launch of her Web site, www.traceyross.com. Previously, the site was only used as a way to introduce the boutique, with press clippings and pictures from store events. But now the revamped Web site will allow customers to purchase every item that can be found in the West Hollywood store from the comfort of their own home.

“Even with the previous site, we were getting a lot of traffic, so I thought we should create a site that was even more user friendly,” said Ross. “By doing this, now people anywhere can have the complete Tracey Ross shopping experience.”

According to Web manager and designer Alexandria Crow, the site attracts on average 500 individual visits a day, with over 4,000 page views. “Tracey knew the e-commerce site would prove vital to the business, especially with how competitive Los Angeles can be,” said Crow.

Internet buyers can view new products with straightforward details of each item. Designer names include Stella McCartney, Michon Schur, Jenni Kayne and Sabyasachi. Following the store’s philosophy, the Web site also features accessories such as men’s gifts, music, yoga products, jewelry and kids’ clothes. Ross’ private label collection includes Tracey Ross python clutches, cashmere wraps and Blackberry cases. “It’s more of a one-stop shopping experience than an online fashion boutique,” said Ross.

Unlike many fashion sites that are updated infrequently, www.traceyross.com shoots and posts new items every week. Fashion trends will reflect the seasons and change monthly on the first page of the site.

Another feature is a pull-down menu that can change the currency from United States dollars to euros, pounds or Canadian dollars. It’s proving to be a hit with new international customers making purchases from as far away as Saudi Arabia, Dubai and Romania.

A popular section that did hold over from the original site is Tracey’s diary, where the owner recounts her travels and adventures, including in-store trunk shows, recent trips to Cuba and parties with celebrity pals. Ross takes the photos and writes each caption, giving a humanizing aspect to the site. “She views her diary as her blog; it’s really a documentation of her life,” said Crow.

Ross is already looking toward the future for the site. She’s currently working with designers to create exclusive lines that will be sold only through the Web site. —Lilliam Rivera