July 26, 2011

Parisian Haute-couture Embroidery Goes Online

LONDON, July 26, 2011 /PRNewswire/ --

- A New Business Model Where Bespoke Contemporary Art is Applied to Your
Own Denim Solves One of Fashion eCommerce's Long Standing Frustrations

The first buds of Spring were just appearing in March when Parisian
bespoke haute-couture embroidery couturier Preciously [http://www.preciously.fr ]
turned to top London agency Napkin London [http://www.napkinlondon.com ] to
design a website that would embrace its innovative business model and
communicate the luxury with a touch of fun it needs to project itself to its
worldwide Ultra High Net Worth clientele.

http://www.newscom.com/cgi-bin/prnh/20110726/469146 )

Preciously's innovative business model of doing the embroidery work on
the client's own favourite denim gives the brand a distinct advantage in
making the whole experience of commissioning a piece stress-free and fun, it
also solves the problem that many people have of worrying whether the item
will fit when it arrives.

"A great deal of thought has been given to the ergonomics of the site to
make sure that the client on the other side of the screen was not sacrificed
on the altar of graphic design as is often the case with luxury websites,"
says Napkin London's Fabrice Paget
[http://www.napkinlondon.com/index.php/Main/biospage ].

http://www.preciously.fr offers clients the ability to pay by credit
card but that element has been adapted for the particular process of
commissioning a one-off and put in its right place as the last and
inconspicuous step it should be

"You wouldn't start designing a physical store around the cash register
so why would I start designing a website with the shopping basket?" says

The website, conceived with ergonomics and design equally in mind,
presents a collection of stunning limited editions
[http://www.preciously.fr/index.php/Preciously/ProductPage/1 ] of jeans (and
beach shorts) and select examples of private commissions (called One Off on
the site) using hyper-detailed photography
[http://www.preciously.fr/index.php/Preciously/CrazyDetailsRock ] that Napkin
London art-directed and shot in studio and on location in Paris.

Full-page images with smart alignment, zooms that activate
automatically, captions that morphs into information that is displayed when
needed and an obsessive attention to typography make the website equally
beautiful and functional.

"It's been a real treasure to find an agency that just 'gets it,'" says
Preciously founder Carole Tessier. "Also, they have been so flexible and so
incredibly reactive that the project was not only smooth, but fast and fun."


SOURCE Preciously