Intermix Springs Into 2006 With New Look

Spring is a time of renewal, so it is fitting that Intermix's completely revamped website is making its debut right now. Streamlined and fortified with tons of great new lines, the site is visually appealing and easy to browse. The site, which is the online arm of the popular chain of boutiques in New York City, Boston, Miami, Atlanta, and Washington D.C., carries many hard-to-find brands including Yigal Azrouel, Taka, and Imitation of Christ, as well as boutique favorites such as Vince, Catherine Malandrino, Kors by Michael Kors, Theory, and LaROK, among others.

Just like the newly re-styled site, Intermix stores themselves feature a minimalist design philosophy, allowing the merchandise to speak for itself--it keeps things uncomplicated, yet appealing. The success of the stores allowed the boutique chain to test the waters of online retailing not too long ago; after gauging their response, they decided to give shoppers exactly what they wanted, and set out to improve the onling Intermix shopping experience.

To get the inside scoop on the newly redesigned site, StyleChronicles recently spoke with Intermix CEO Khajak Keledjian about the enhanced Intermixonline.com.

What was the motivation for redesigning the Intermix website?

Khajak Keledjian: Our first site taught us that the demand for Intermix online was huge, and we needed to build a stronger technical foundation before going all out with an online store. So that's what we did - we rebuilt the site from the ground up and integrated it with our stores, both in terms of inventory and fulfillment, and also in terms of our marketing, branding, and merchandising. Our customers want the latest and newest, so we designed the site with special sections such as a weekly trend story and "The Look" to highlight new merchandise and our unique mix message. In addition, our weekly "Lust List" email newsletter emphasizes all the major stories and trends for the week.

What lines have really taken center stage after the transformation?

Keledjian: As in our stores, our mix of brands really appeals to our online customers. They love our established bestsellers like Diane von Furstenberg and KORS by Michael Kors, and they also turn to us for key pieces from designers like Sonia Rykiel, Stella McCartney and Chloe. At the same time, we're the go-to site for the best of the best, even from less well-known designers like Loeffler Randall and Lauren Jane. And you can't forget our key fashion launches - this spring we've already debuted the new Imitation of Christ denim collection and Norma Kamali's collection for Everlast.

Is there one line or piece that stands out for spring/summer 2006, either a clothing item or accessories?

Keledjian: It's "the year of the dress" so we're seeing demand for every kind of dress - from the DVF wrap to See by Chloe slip dresses and Mint peasant dresses. This spring we also collaborated with Diane von Furstenberg to create an exclusive jumpsuit styled along the lines of her wrap dresses, and it has been a real strong seller.

What do you think the typical Intermix shopper is looking for in an online shopping experience, and how do you think Intermix meets their needs?

Keledjian: The first priority for an Intermix shopper is the best product out there, day in and day out. We put new merchandise on the site every day. Just like in our stores, every time someone visits the site there's more to discover. After that, fulfillment is the most important. Many websites appear to have considerable collections, but when it comes to ordering you'll find that the item is not available. We work extremely hard to keep our inventory current and ready to ship. Ease of use and customer service are the final pieces. Our customers are busy - they need a site that can run at their pace.

What can Intermix shoppers look forward to this fall? Will there be an easy transition from spring/summer to autumn in terms of the looks we'll see?

Keledjian: Our ability to transition seamlessly between seasons is one of Intermix's biggest strengths. Because we are constantly updating our product assortment, we are able to offer "buy now, wear now" merchandise to help them transition into each new season. As for Fall 2006, we are in Europe reviewing the collections right this minute so we will keep you posted! -SC

All photos are property of Intermixonline.com; from top left: Taka Baby Doll Dress; Kenneth Jay Lane amber necklace; Catherine Malandrino Slip Dress; Johnson shorts. Visit www.intermixonline.com for more information.