American shoppers can now shop the full Salvatore Ferragamo collection online for the first time.
The Italian retailer announced that it is offering its women’s fall and winter ready-to-wear collection online to the U.S. market, after formerly selling only select accessories and footwear on its website. The brand dedicated a section of its site to “shop the look” of model Rose Gilroy, featured in a series of photos taken in the West Village neighborhood of Manhattan wearing styles like a $2,390 tiered dress and $875 lace-up sandals.
The effort comes as more brands are increasingly turning to e-commerce to keep up with fashion’s “see-now-buy-now” trend, in which garments seen on the runway are made immediately available to consumers. The movement has led to a shift in the industry as brands attempt to keep up, experimenting with new sales models focused on immediacy, or using new technology to direct people to shop from shows, like Tommy Hilfiger and Burberry did with chatbots this season.
Others, like designer Alexander Wang have offered their own spin on the movement, launching limited availability popup trucks around New York City that sold items featured on his runway show in September.
Salvatore Ferragamo is also taking cues from fellow European brands that have waded into e-commerce in recent months, including Chloé, which announced it would begin selling products on its website in July after previously selling exclusively on Net-A-Porter. The brand followed up with a limited edition sunglasses release available only to online shoppers to continue to promote its online store.
Salvatore Ferragamo will also begin offering e-commerce in markets beyond the U.S. moving forward, Luxury Daily reported.