Alexander Wang has launched its new-look website.
store alexnaderwang.com now has a revamped, minimal page which aims to be “engaging, functional and easy to navigate”.
With the website making up 20 per cent of the company’s sales, founder Alexander Wang explained this is the first major overhaul since it was launched in 2011.
“We started e-commerce before we had our first retail store,” he told WWD. “It was one of our first big ventures as a brand.”
Created in-house with the help of company Createthe Group’s CTS platform the new site will have users clicking as little as possible to get to what they want.
“You’re able to browse and shop and not lose track of where you started and where you want to end up. That was our main goal,” Alexander added.
After the company moved into e-commerce in Europe last year global sales increased quickly, especially after an international site with Yook in Asia was set up in May 2012 quickly followed in Europe that December.
Along with his own line Alexander is also the creative director of Balenciaga, taking over from Nicolas Ghesquière last year.
Alexander recently discussed how he juggles his time between the two companies and how he wanted to involve Balenciaga’s history as part of his new role.
“For me it’s actually something that’s completely new because I’ve never had to work in that way before. In New York and at my own brand, it’s always searching to find what those codes are, and finding that consistency and the characteristics that really make up my own brand,” he explained.
“But going into Balenciaga, of course it was a completely new challenge that I’m not used to, but in a way, it really gave me discipline, gave me a way of creating codes and to dig for certain things and find things and make them more current, and make them more recognisable to speak to a much larger audience.”
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