“We’re really looking at this as our first store,” she told Footwear News. “We wanted the Website to feel very clean, modern and unfussy … nothing is superfluous.”
The Website was designed and developed by two New York-based firms, Flat Inc. and GotCoders, and features images from a brand campaign shot by fashion photographer Jamie Isaia, at Alder Manor in Yonkers, N.Y.
The product ratio is divided evenly between ready-to-wear and footwear, and the Website will feature products with exclusive colorways and materials available only on LoefflerRandall.com, said Randall. In addition, all consumers will receive their products in specially designed boxes with personalized thank-you notes.
Randall is also pushing the site’s blog, which will keep consumers abreast of brand news and press coverage.
“I don’t really like the word ‘blog,’ but yes, there will be a blog,” she joked to FN, adding that she will be contributing many entries herself. “I’m an English major, so I can write.”
Randall added that she would be using the site as a vehicle to give back to one of her favorite charities, Living India.
“A portion of the proceeds, starting in October, will be donated to Living India, which is an organization for 48 children in India orphaned by AIDS and who are currently living HIV positive,” she said.