Author : EDCASH
On the eve of London Fashion Week coming to an end, easternBlock showroom launches its revamped website. The idea behind the reworking of the site was solely focused on all the common issues the agency had in relaying information out to buyers. I had the chance to interview Dylan Wilde Hershman, one of the companies directors to explain its aim;
What was the reason for the change to the site?
"Ema the companies founder gave me the brief to change the old web site. She wanted to come up with a different solution for a showroom website as most look so boring. The old website was page based, and in many ways was too static and could not be transformed or added to without going back to the web designer of the old system. We wanted a system that ultimately gave us the freedom to showcase our designers in the easiest way possible for buyers to digest. In the days of 50MB emails, nearly no one including my self wants to download all that information. Even more so when your not even sure if it is relevant. So the design of the site really focuses on the simple questions buyers always ask of background, biography, imagery, price points, stockists and showroom information. Once we isolated these questions we then designed the site around these needs."
So the focus is on the buyers…what about the designers.
"Well obviously you start with where the money comes from, and so the buyer was foremost in our minds, but obviously the designers were of equal consideration as without the talent we have nothing to sell. Ema wanted a section for designers that wasn't just a web link to their site but an overview of the designer as presented and edited by us. The site focuses on personal choice. The personal choice of how the brands want to represent themselves, the personal selection of the buyers and our personal choice of how to manage those choices visually. For example our custom look book allows you to select the looks you like before you even get to the showroom and print them off. Or in the event you can't make it to the showroom select the looks you like from all the designers and send it to us to let us know what your interested in. It allows the designers the chance to relay the sales information separately to their own sites and still express themselves."
So its a designers and buyers tool?
"No? Its our tool in this digital time to get the information to the right people without being a pain in the butt clogging up the buyers inbox. Being a buyer you need information accessible and ready to hand, we figured why not help rather than make it complicated. We figured make it easy to get the info the buyers need and only time will tell if it helps with sales. I am sure there will be kinks to work out but hey at least we tried to implement a system, a tool that no other showroom is offering at the minute. Or at least not to my knowledge."
Most sites of this nature have logins, why did you not choose to follow this pattern?
"Ema and I felt that there is little or no traffic on the sites with a login, and further more whats the real harm, if people are going to copy, they are going to copy, half the industry is cannibalistic anyway. We will see if there is a need to do a login system, but you have to put the info out there at some point. Might as well be when your trying to gain interest and make appointments."
SO is there more in the pipeline?
"Well lets just say that we want to get the brands we work with to understand how to use it as a tool, and get the buyers playing around, and see where it goes from there. But yes once this is perfected, there is always more in the pipeline."