The main focus of the updated website is education on the Fei Liu brand and collections, along with an improved customer awareness of how to purchase products.
With easy-to-navigate, image-led collection overview pages, the Fei Liu team hope the venture into online sales will improve the customer browsing experience.
In spite of the new developments, however, the Fei Liu team is determined not to undermine the 30-strong list of retailers that currently stock the designer’s work.
“We really value the continued partnerships and friendships we hold with our retailers,” says a company spokesperson “We will be doing all we can to continue to promote them while taking our first steps into e-commerce.
By keeping up with the latest news from our retailers and collaborating with them on store-based initiatives, we hope to maintain and develop positive relationships with our stockists and their marketing departments, improving communication and mutual awareness.”
An new stockist listing with clear contact details and link-through to external websites has been added, and an equal focus on promoting retailers and the website is being implemented through the company social media strategy.
The build-up to Christmas has so far seen Liu present his work to the customers of at least one retailer at exclusive “Meet the Designer” evenings, along with a competition planned to be run in collaboration with stockists.