DKNY’s website has recently been brought up to date with a look to fit with the current client base and with the view to expanding that base. Following research of the brand’s name, the official website is detrimentally the second web link to appear at the top of the screen. Positioned well is the most recent collection ‘Resort 14’ campaign featuring Cara Delevingne and The brand’s ‘Newest Arrivals’
web-link immediately appears which is an excellent marketing strategy. The potential customer is able to view all the newest pieces from the most recent collections and be among the first to purchase the new season's garments. The website has clear content and gives the consumer the ability to shop by category of garment, gender, colour and size. Important too is the fact that the price is on display. It may be argued that luxury brands do not display prices but here DKNY is following the procedures in its stores where the price is out of sight but still nevertheless accessible. Customers of this brand will want to know the price and they are right to display it.
The website shows most of the current campaign photo shoots, which are displayed on the New Arrivals web page and when clicking on the website, consumers can view a slideshow of the latest collection. Former campaigns are also available featuring Cara Delevingne, and Rita Ora.
On a websites analytics level, DKNY.com is currently hosted by Demandware. The domain is connected to IP address 23.92.188.129 which is hosted on a server that is located in Atlanta, USA. DKNY estimate that the value of this website is more than $29,000. The website is rapid with a loading speed of just 0.4 s and has been highly scored on trustworthiness, vendor reliability, privacy and child safety by W3bin website. Important points for any business to consider.
Furthermore DKNY aim to engage as much as possible with interest-based advertising. This gives them a better understanding of their audience, web-site visitors and consumer. Personal information gathered about the consumer over time across the website will be analysed and used to promote further advertising directly to the consumer encouraging their return to the site
and the brand.
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The DKNYTIMES Blog which features as part of the main website for fans to view DKNY's current campaigns and new seasonal lines.
Social Bar featured on Website. Good link to all social media platforms - Expanding the customer market. Introducing younger market (Their target market).
The old website was in desperate need of a fresh design
DKNYTIMES blog featured on the old website. Recently revamped earlier this year.
This is DKNY's old website which, as one can see, did not have white spacing. Although some would argue that the New York photographic background worked effectively for the brand, the new website design is compelling, crisp and easy for consumers to utilise with improved fonts and wording is clear, readable, engaging and succinct, all fitting with the brand image and presenting an overall professional look. DKNY’s branding team comments “with our newly revamped website, we aim to not only attract consumers but to entice them to stay on our website. We believe that with our new black and white theme, the consumer will feel more inclined to spend more time on the website and to purchase from the brand” - (DKNY.com.)
The website functionality is also improved, for example, the search engine is more prominent to customers, there are current slideshows of the brand’s photographs on display, and there is a zooming function for the buyer to view the product more closely. the stock availability check navigation system allows the consumer to purchase a product as fast as possible and the website's newest feature is a styling mode offering advice on how to outfit the garment, purchase of addition items would build brand's units per transaction (UPT).
By contrast to the website, the social media platform, including Twitter, Tumblr and Facebook, are aiming to capture younger consumers. Younger people spend time each day scrolling through news feed items; social media is the way for DKNY to reach out to those prospective new younger clients.
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Aliza Licht's tweets appear, like a slideshow, on the website. A good link to the Twitter page for DKNY PR Girl
Functions to make it easier for consumers to browse. Options to filter down, ensuring the consumer can access their product faster
