Fred Segal launches e-commerce site

Luxury retailer Fred Segal will launch this week, hoping to reach consumers around the globe. The goal is to be a content-driven site that also offers items for purchase.

Sandow, which acquired Fred Segal in 2012, has been working on launching an e-commerce site for more than a year. The company is also in the midst of an aggressive growth plan, which includes opening lifestyle concept locations with up to 50,000 sq. ft. of space, Women's Wear Daily reported

In April, Fred Segal opened a 10,000 sq. ft. store that anchors a new real estate development in Tokyo. A larger complex in Yokahama, Japan, is now under construction. The company is hoping to put the next lifestyle center somewhere in the United States, perhaps Brooklyn, New York, or Los Angeles.

The new site will help the brand to share stories and opinions. The primary goal is to be content-driven, not sell items. The company wanted to do something different, so the site will convey the brand's message and focus on essays, stories and rotating topics of interest. For example, the first topic is "rivet" as it relates to denim. Big names in fashion and blogging will weigh in.

The e-commerce component is focused on an edited selection of men's and women's apparel to accompany the theme.

"We focused on [the writers] and their stories rather than just being a display of every product available," Fred Segal's CEO Paul Blum told Women's Wear Daily. "There are people who do that well. We'll evolve into more products as the customer tells us they want to see a wider selection.

"What our customer has told us is that they're overwhelmed by the amount of choices out there. By keeping the assortment really tight, it's clear what we stand for. Curation and choice-making is the ultimate luxury."

Retailers are increasingly trying to differentiate themselves by launching content-driven e-commerce sites. For example, last year Newegg launched GameCrate, a site with editorial content to educate users about the latest gaming-related news, products and media. Earlier this year, Dressbarn (NASDAQ:ASNA) announced the launch of Dressbar, a digital and in-store designer collaboration where shoppers can get advice from experts, view editorial content, and engage socially.

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