Stella McCartney extends ecommerce to Britain with Web site redesign

Stella McCartney has launched a redesign of its ecommerce Web site in the United States and Britain, marking the first time consumers from the latter country have been able to buy the designer’s products online.

The Web site is available at http://stellamccartney.com. The brand will extend the site to eight more countries in March 2011, with plans to bolster its mobile marketing strategy in the near future with the launch of an iPad application.

“It was time for an update, and we are offering a new design through a new platform, with new functionalities to create an enhanced consumer experience,” said Stephane Jasper, spokesman at Stella McCartney, London
The brand said that the new site was designed to carry across the brand’s clean and modern aesthetic. Four tabs along the top of the page let users navigate the site’s major sections: Collections, Stella’s World, Shop Stella and Stella McCartney Kids. The Collections category lets users browse through runway photos highlighting outfits from each of Stella McCartney’s seasonal collections.

A drop down menu lets visitors select which collection to view, generating a horizontal set of runway photos that users can select to get a closer look, add to favorites or share via Facebook, Twitter or email.