Rachel Roy’s Digital Flagship Sets New Precedent for E-commerce

A look from Rachel Rachel Roy

A look from Rachel Rachel Roy

In 2014, Rachel Roy was embroiled in legal battles and the shuttering of her high-end designer line. Now, in 2016, with a new place to call home and plenty of positives on the horizon (and her brand back in her own hands), the designer is looking forward with the launch of her online flagship.

Design Your Life: Creating Success Through Personal Style

Design Your Life: Creating Success Through Personal Style

And what, exactly, is an online flagship? It’s e-commerce, but it’s more than that. Like brick-and-mortar stores offer experiences in addition to, say, jeans and tank tops, Roy’s newly designed site is a portal for her brand, offering up videos, guest blogs and more for shoppers to really feel the entire scope of the Rachel Roy brand. In addition, Roy released a book in March, Design Your Life: Creating Success Through Personal Style (Dey Street Books), that offers advice as well as personal anecdotes and reflection for fans of Roy’s personal style and her entrepreneurial and philanthropic spirit.

“As a designer, there are no rules in fashion. If there were it wouldn’t be a creative industry,” Roy told the L.A. Times. “It really does start with knowing yourself and making decisions that reflect the type of life you want to live. And so, I wanted to pass that onto my readers. That once you get over that first step of discovering who you are — and you don’t have to be a creative person to do that — because every single person is creating the type of life they want to live. You just have to be aware of what makes you happy, and it’s the same for clothes.”

The new RachelRoy.com has guest blogs from the likes of Kris Jenner and Brittany Snow, with guest editors offering their own tips, picks and advice. The roster includes Amy Astley, Gabrielle Union, Laura Brown and Coco Rocha, and Roy is set to launch a gift box curated by her friends and colleagues soon. There’s also a focus on Roy’s philanthropy, with videos documenting her trips and the many female artisans that she draws inspiration from.

A look from Rachel Rachel Roy

A look from Rachel Rachel Roy

The online flagship is, naturally, a place to pick up Roy’s Rachel Rachel Roy line, which is also sold through Macy’s, a partnership that has been going on for nearly eight years. This year, Roy expanded the collection to include Rachel Rachel Roy Curvy, a plus-size line that she prides herself on not only because of its size range (up to 24), but because it integrates almost all of the designs and fabrications of the main Rachel Rachel Roy line.

The site is also acting as a launchpad for special projects. On the horizon are personalized small leather accessories as well as a collaboration with swimwear line Melissa Odabash. 
Roy is also partnering with with an Australian design team for a range of caftans. The site is also offers peeks into other partnerships, such as Roy’s Love Bomb, a line of jewelry for Enrou, a Los Angeles-based company that uses fragments from WWII and Vietnam War-era bomb fragments. It’s just the beginning, as Roy hopes to become a full 360-degree lifestyle brand. And with the online flagship as a hub — even offering up a fanreel that features user-generated content — it’s clear that she’s moving in the right direction.

For more information, visit www.rachelroy.com.

Images courtesy Rachel Roy and Rachel Rachel Roy

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Author:Fashion Trends Daily Staff

Fashion Trends Daily Editors deliver the scoop on fashion, beauty, celebrity and runway trends.