Jessica Simpson’s Fashion Brand Goes Digital

A decade after becoming a mainstream retail brand, Jessica Simpson is now debuting her online branded shop. Subsequent launches include the ability to shop through Delivery Agent’s Smart TV app as well as Twitter-enabled shopping.

Founded in 2005, the Jessica Simpson Collection is a signature lifestyle brand with products in more than 32 categories, including footwear, apparel, accessories, fragrance, a home collection and a line of performance active wear set to launch later this year.

“As we build the next chapter of the Jessica brand story, it is essential to create an omnichannel experience,” said Jameel Spencer, Division President of Fashion & Entertainment at Sequential Brands. “Providing an opportunity to engage directly with the fans, and provide them with exclusive content, while transacting simultaneously, has always been a goal of Jessica’s. Through Delivery Agent’s platform, we are able to expose her fans to a totally new shopping experience.”

As the consumer discovers easier ways to discover brands and shop with ease, merchants who were knee deep in the brick-and-mortar retail style are beefing up their digital game. But as brands continue to embrace omnichannel, they have several boxes to check in order to make their strategies work and count — from ensuring secure payments to offering services like buy online, pick up in store. It is crucial to remember that a consumer is looking for a wholesome shopping experience rather than a piecemeal offering of small improvements.

A recent RIS/Cognizant report that measured shopping experiences for consumers showed that 64 percent of consumers said they buy online at least once a month, and 13 percent make weekly purchases. Moreover, 55 percent of the respondents indicated that they use their mobile phones to browse and “comparison shop.”

But are retailers prepared? Earlier this year, a survey from Shopatron showed that 71 percent of retailers said they do not have a position at their company to oversee their omnichannel efforts, which could be hindering their efforts to assist customers obtain a more seamless experience across the retailer’s shopping channels. The survey also revealed that retailers haven’t implemented an enterprise-grade order management because of the costs, lack of resources and the lack of options to integrate it with their current systems.

In that same survey, 59 percent of retailers said they didn’t have plans yet to implement omnichannel solutions that would enable order fulfillment options like ship-from-store or in-store pickup. This could be because another survey revealed that 41 percent of retail fulfillment partners saying they’d buy less from a brand that offered “direct-to-consumer,” and 23 percent said they wouldn’t buy from those retailers at all.

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