Ms. Kline's New Web Emporium
High-profile Los Angeles boutique retailer Lisa Kline recently debuted a new e-commerce Web site (www.lisakline.com), designed to offer the latest online retailing tools to style-conscious women across the globe.
Kline gained notoriety for championing the premium-denim look at her self-named boutiques on Los Angeles’ Robertson Boulevard. (She also runs boutiques on Beverly Drive in Beverly Hills and on Civic Center Way in Malibu, Calif.)
Naturally, one popular item at the new Web site is the old favorite: denim. Specifically, Los Angeles–based William Rast’s “Savoy Ultra-Low” trouser jeans are selling well at $254.
Denim is not the only fashion story at the Web site. Hat Attack’s “Luxe Yacht” cap is one of the most popular items on the site. It retails for $45. The “Toni” sheer shirt by LilyMcNeal also sells well at $235. The highneck blouse has a daring, exposed back.
Kline’s retail operations have included e-commerce since 2003, but she contracted Los Angeles–based Web architects Fluidesign in April to build a new e-shop for her. Kline worked with the site builders because the volume of the Web traffic was greater than her first e-commerce store could handle.
(Fluidesign also created California Apparel News’ newly redesigned Web site.)
She declined to state how much money she spent on building the new site but did say the construction of the site was as involved as opening a new store.
Keeping the Web site fresh might take as much time as producing a fashion magazine. Lisakline.com’s Web editors produce magazine-style look books of their designers’ wares. Part of this publishing work involves producing model shoots. The editors also researched a thorough fit guide for their exclusive jeans stock. If customers have more questions about fashion, they can e-mail a fashion expert at the Web site.
Kline said that 10 percent of her Web traffic comes from overseas. The rest of her e-customers are spread across the United States. “Many of them live right around the corner from the [Robertson] store,” she said.—Andrew Asch
