Pret-a-rever.com, meaning ready to dream, is a site built from an enthusiasm for trends and a desire to “inspire people with fashion”.
Lucy Norris, editor of the site and previously a trend forecaster, aims to give users an informative shopping experience.
The site’s layout is similar to a blog, with trend or designer-led posts that link to interactive shopping pages where users can click through to the retailer’s transactional site, including My-Wardrobe and Farfetch.com.
While the content is interesting, the design is not compelling. The layout is repetitive and doesn’t allow for optimum use of catwalk and fashion images. However, the design of the interactive pages is much more appealing but still looks dated in comparison with other recent launches, which include tools such as 360-degree views and zoom.
The site gives unbiased reviews and information from an industry insider -Norris discusses product that is sold both online and offline - but it is aimed at a niche audience interested in luxury fashion and cultural issues. Norris risks limiting the affiliate site’s potential to make money by targeting such a niche audience. The navigation and design also need to be looked at if it is to stand out in the competitive affiliate market.