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Deckers Brands to expand Style X Deckers across APAC
Mar '15
The Californian footwear designer and distributor Deckers Brands is set to expand its multi-brand e-commerce operation, Style X Deckers, across the Asia-Pacific (APAC) region.

According to a press release from the company, the online service, which is currently operational in Australia and Singapore, is slated to go live in Hong Kong, Malaysia and South Korea in the coming months.

Speaking on the new website, the firm’s omni-channel operations and e-commerce’ senior vice president, John Kalinich said, “As overall retail sales in the Asia-Pacific region continue to rival those in North America and Europe, it is increasingly important for Deckers to provide omni-channel solutions that will strengthen our portfolio, increase brand awareness and create a destination for our digital-savvy consumers.”

In a bid to amplify the shopping experience of APAC costumers, the web service offers an array of search options, including the lifestyle-based feature that allows the shopper to look for products under home, urban, beach and active wear categories.

The cross-brand product search feature showcases a comprehensive product offering across all four Deckers Brands, including Ugg, Teva, Sanuk and Hoka One One, based on multiple criteria such as price, colour, size, materials, collection, benefit and activity.

“Style X Deckers is the first online experience that cross-merchandises all of Deckers’ top footwear brands together directly for our consumers. The cross-brand search function allows consumers to find the product that will best meet their needs – whether for at-home, active lifestyles or everydaywear,” explained Kalinich.

The website’s geo-targeted catalogue and pricing has the ability to define different catalogues of products based on geography including the ability to accept local currency for each country. The online store also offers direct access to brand sites for the customers who prefer to shop just one brand by making it easy to access the official brand pages directly.

The Style X Deckers website is expected to launch in New Zealand and Taiwan during 2016, with the remainder of the targeted APAC countries to follow in 2017. (PB)

Fibre2fashion News Desk - India

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