SignON: GerenFord.com

More & more designers are cutting out the B-to-B in favor of the more direct B-to-C model.  No more are they relying on retail buyers, DMM’s, & GMM’s to decide what the public should see to purchase.  In recent weeks, a number of designers have opened their virtual doors & welcomed shoppers from the 24/7 comfort of their own computer to browse & buy —  Last night Geren Ford became the latest to enter the E-commerce arena.
 
Parsons & Otis alum, Geren Lockhart founded her collection in 2002 to address what she called a “specific void in the market”.   Having travelled the world in her 10 years as an LA based Ad Exec; Lockhart created a collection that reflected her experience both visual & cultural.

The latest extension of her brand is the well organized & intuitive web-based retail store that embodies her aesthetic & introduces the visitor to the entire Geren Ford concept from inspiration to finished garments, waiting to be clicked into a wardrobe.

Organized by garment category, the 26 looks are perfectly merchandised & styled in the designer’s vision complete with accessories.  The visitor is given a lookbook experience rather than a simple item by item show. 

The concept of selling on the web is nothing new, but the cost of the technology has become more attainable which provides new & established designers alike the opportunity to cut out the middle man & see 100% of the profits.  Essentially it’s the mark up of brick & mortar without the monthly rent check.

Geren Ford will be adding more look options soon as her spring 2010 takes place Thursday, September 10, 2009. 

Peruse for yourself @ www.gerenford.com

-pq