A year ago, no one had even heard of French brand The Kooples in the UK. Now it seems to be everywhere – on the high street via its 18 stores, in ads on buses – and it is fast becoming a favourite with fashion editors.
It landed in the UK with the sort of style and swagger only the French can pull off. With achingly cool couples acting as brand ambassadors on both above-the-line advertising and online videos, it is one of the most interesting newcomers in quite some time.
The website is a great example of style, content and engagement.
It looks fantastic, with really slick imagery; every part of it is on brand, aspirational and, first and foremost, customer and brand engaging. Its online magazine has contributions from bloggers, fashion writers, scriptwriters, authors and musicians.
It also has several delivery options and the packaging is very stylish.
Each delivery comes with a look book and The Kooples newspaper to further engage the customer.
Overall, I admire the design, and although usability is not perfect it trumps some sites that put style before substance and logical navigation.
As part of a company that also began in France, I will find it interesting to see how well it does here. The business only launched in 2008 and has ambitious growth plans. It has undoubtedly been a fantastic start and the site seems far more accomplished than those of many of its more established competitors.
- Rob Feldmann, Chief executive of private Sale etailer BrandAlley UK