>> INSIDER WIRE —Isabel Marant has never had a major e-commerce presence, and it seems the company recently decided to make sure it wasn't available online at all. While most companies are looking to expand their online presence, the brand requested retailers like Totokaelo, Satine, Hefjina, and Bird not sell their stock online; perhaps brand diffusion was a concern, and now that Emmanuelle Alt is on board as stylist and brand consultant, Isabel wants to keep the element of exclusivity? [TFS]
Wed, 04/22/09 — 12:27:09 PM
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Vivienne Westwood
Dessous
melissa
I think that is a shame. Isabel Marant was already hardly known... with the economy being the way it is this seems like a death sentence. Not everyone in the world is going to end up traveling to the few places just to get Marant no matter how glossy the Paris Vogue ads are. Alaia is very exclusive but also has a small presence online which is not a bad thing. I still hate that Mrs. Obama wore an Alaia belt... it shares a secret to the world of Alaia that I did not want everyone to know just yet!! I think their is still a way of being exclusive online without losing brand diffusion. Alaia does not have a website, but I can still go online for an immediate fix to buy something Alaia..