Italian fashion label Dolce & Gabbana is emphasizing its jewelry offerings with a category-specific Web site that features the brand’s collections.
To announce its Web site dedicated to its jewelry, Dolce & Gabbana posted to its social media accounts. On Twitter, the brand tweeted a campaign image for its jewelry collection that describes the pieces as “drop-shaped morganites and gold wire” with a prompt to discover the new Web site.
For its Facebook announcement, Dolce & Gabbana repeated the tweet and included a second post that shows four pieces from Dolce & Gabbana’s current collection and a prompt to discover the new Web site. All of the posts include the branded hashtag #DGJewellery and #DGWoman.
A click-through on the provided link lands on Dolce & Gabban’s jewelry Web site. The top menu bar allows the consumer to select various social networks to follow Dolce & Gabbana on such as Instagram, Pinterest, WeChat, VK, Weibo and Google+. A store locator is also found on the jewelry Web site for 22 countries.
MULTIPLE BRAND WEBSITES, YES OR NOT?
Housing a particular aspect of a range, such as jewelry or beauty, can help consumers easily locate products of interest online, but brands risk complicating their online presence in the process. To ensure a unique experience, brands looking to differentiate sectors should incorporate touch points not seen on the main Web site.
“I think that brands should only create specific experiences separate from their main Web site when it offers users and customers something that they can’t get anywhere else,” said Brittany Mills, director of digital marketing services at Mobiquity , New York. “For example, advanced store locator, shop with a concierge, purchase directly, care tips, etc.
“If the reason is great imagery, use that content in another way,” she said. “Your users will be disappointed in the digital experience if it doesn’t tell a great story.
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