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Humankind announced today the successful launch of the
spring 2004 website for Double D Ranch. This re-launch has been particularly
impressive, showing a net sales increase of 500% in the first month.
Double D Ranch first turned to Humankind when they realized that even though
they were a highly successful fashion retailer, they had a fantastic opportunity
to expand online. The first phase of the project was an e-commerce site aimed
at consumers. Since the products are normally sold through traditional retail
outlets, Humankind helped navigate the issue of alienating the retailers.
"We collaborated on this project from the start
with a very select group of our top retail outlets. To avoid disrupting
that sales channel, we sell only a portion of our product line through
the site,” Audrey Franz, CEO of Double D Ranch, said. “We
list the rest of the items on the site as well,
but refer them to our retail partners for sales. This created a win-win
for everyone.”
Humankind and Double D Ranch have continued to keep the site current by updating
the look and feel of the site as each seasonal collection launches.
"It is important for visitors to see a fresh look
from time to time when they visit a site. Selling online presents many
challenges, including trusting in the companies where you shop,” Ben
Talplacido, Creative Director of Humankind, said. “If the site
looks old, not well maintained, and otherwise
not current, users will be hesitant to buy. It is an easy change that
is often overlooked.”
Humankind and Double D Ranch have plans to continue working together in the
future, using technology to help their business become more efficient. First
on the list is a Retailer Extranet, which will allow retailer partners to look
at and order products months before they become available.
“This should be a very effective use of technology, as the boutiques
often are not able to make it to the show room, and don't want to wait
for samples to be mailed," Justin Anderson, Technology Director
of Humankind, said. "We look forward to bringing Double D Ranch
closer to their boutique retailers."
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