Designer Jenni Kayne Opens E-tail Shop
Designer Jenni Kayne, who recently showed her Fall 2009 Ready-to-Wear collection at New York Fashion Week, has taken her business online with the addition of an e-tail store (store.jennikayne.com).
The e-tail shop was a natural progression from the designer’s flagship store in West Hollywood, Calif. “The site is an extension of the [bricks-and-mortar] store,” said Marketing and Retail Manager Michal Martinek. Along with Kayne’s Ready-to-Wear line, the online store also carries accessories, infant apparel, jewelry and home pieces.
“We used to have to e-mail pictures and send consignment shipments to out-of-town clients,” Martinek said. “[The online store] is a convenient way to service our customers who don’t live in Los Angeles.”
The e-tail store will fulfill requests from international customers from Japan, Kuwait and the United Arab Emirates, according to Martinek.
Martinek hopes the online store will widen the designer’s customer base and branding as well as communicate with customers through features such as social networking. Online video and a blog are also in the works.
The Jenni Kayne store also keeps customers up to date with a Twitter account (twitter.com/jennikayne). The micro-blogging site has received much buzz as of late and has attracted a bevy of users from politicians to news media to celebrities, all “twittering” status updates. The Jenni Kayne retail team regularly sends “tweets” with an assortment of news—from who is currently shopping in the store to updates on newly arrived merchandise.
Known for her modern take on American classics, Kayne’s Resort ’09 line is currently available on the e-tail site. According to Martinek, top sellers include the “boyfriend” shirt—a classic button-down shirt with a loose fit, retailing for $355. —Connie Cho
