This weeks Eye On E-commerce features the site Feyt, it launched in 2012 and was founded by Ferebee Taube and Eleanor Ylvisaker. Both bring immense fashion knowledge and industry credibility to their online venture with stints at Ralph Lauren, Calvin Klein, Harper’s Bazaar and Lucky (to name a few) under their stylish belts. With a homepage resembling an editorial cover, their editorial backgrounds have carried over into the site design.
Capitalizing on their fashion pedigree, Taube and Ylvisaker have enlisted magazine editors, designers, models and celebrity stylists to showcase their “closets”. “Looks” are made with curated merchandise from the likes of Net-A-Porter, Barneys, Harrods, Kirna Zabete, Farfetch and MyTheresa, shopping destinations synonymous with Feyt’s luxury customer. A sprinkling of beauty and lifestyle products are in the assortment serve as indicators towards future expansion plans.
Creating looks is made simple by dragging items to a croquis. Feyt’s understanding of visual presentation is evident in the smallest of details extending to the company’s various social media platforms and campaigns. While there is a rumbling the e-commerce bubble may be about to burst, companies rooted with strong fashion teams shall prevail.
Images Courtesy of Feyt.com
