Local fashion empire Apparel Group has cleared the first stage of a brand-wide digital revamp.
The company, which currently owns fashion brands Saba, Willow and Sportscraft, has launched a new e-commerce web platform for the latter, as it moves to transform into an omni-channel operation.
As previously reported in Ragtrader [January 2013], the new Sportscraft site, which went live this month, is powered by global digital commerce solutions provider Demandware.
Apparel Group CEO Daniel Bracken said the launch also will see Sportscraft become be the first Australian retailer to operate the program, which currently powers e-commerce trade for international brands such as Nine West, Marks & Spencer, Diane Von Furstenberg, and Barneys New York.
“We wanted to achieve a truly seamless experience for our customers between traditional bricks-and-mortar and online, and we are looking forward to the additional functionality that we can now provide,” he said.
Speaking exclusively to Ragtrader [February 2013], Bracken also revealed that Sportscraft will be the first brand to trial the new platform this year, with Saba and Willow to follow suit in the next few months.
The on-demand e-commerce platform combines the functionality, flexibility and customisation capabilities of an in-house application with the operation benefits of an on-demand model, adding new features to the site which include:
- ‘I Want It Now’ – which provides same day and twilight deliveries for Sydney orders, provided in conjunction with mail call couriers;
- Stock transparency and in-store availabilities – to allow customers to check the stock levels for each style in freestanding retail stores and;
- Search analytics – where customers can search product by size, colour and price for desired pieces.
Demandware first introduced its cloud commerce platform in 2004, and currently powers digital commerce for more than 125 retailers across more than 500 sites around the world.
Sportscraft, founded in 1914, is part of the Apparel Group brand stable which also includes fashion brands Saba and Willow.