Yoox Net-a-Porter Group
The Italian luxury online retailer was about to expand its business in the U.S. market. In Europe, the business had gained notoriety for its out-of-season stock and operation of digital flagship stores for brands like Giorgio Armani and Valentino. To appeal to an American audience, it would need a customized digital experience.
Sophia J. Gonzalez worked with Yoox to position its multi-brand retail site as the top-of-mind luxury destination for its American customers. By combining the best of men’s and women’s style with an American sensibility, Gonzalez ensured an unparalleled online shopping experience.
Fall / Winter 2011
Yoox Loves USA was a five-part series in 2011 designed to shine a light on the most exciting names in American fashion. As part of the initiative, Gonzalez oversaw the on-figure and still life styling, editorial content, and product selection. Yoox Loves USA was the culmination of three years’ work for the Italian retailer and remains one of Gonzalez’s favorite projects to date.
Highly innovative forms and lines abound in Shape Shifter, the third installment in our Yoox Loves USA series featuring the best American trends and designers. From spliced wool blazers to hip-extending dresses, Shape Shifter casts the spotlight on a fall lineup of looks that is unexpected and yet… so right.
Excerpt published in The New Yooxer with words by Sophia J. Gonzalez
Fall / Winter 2010
To kick off fashion month, Gonzalez picked her must-wear pieces from New York designers like Ohne Titel, Marc Jacobs, and Ports 1961 for Next Stop: New York. A supplemental photoshoot promoted denim and accessories. Gonzalez directed and styled the photoshoots in New York, in addition to writing the email marketing campaign copy.
Online Flagship Stores
Yoox Net-A-Porter Group operates online flagship stores for fashion & luxury brands Emporio Armani, Alexander Wang, Marni, Alexander Wang, and Jil Sander, among others. Brand partners are offered a range of services, including global customer logistics, customer care, web marketing and strategy development. To optimize brand partners’ marketing effectiveness in American retail, Gonzalez worked with Yoox to tailor messaging to a U.S. audience.
Spring / Summer 2009
With an ability to adapt her writing style and tone to each brand partner, Gonzalez wrote and proofread digital copy for the online flagship stores of Diesel, Miss Sixty, D&G, and Valentino.
All images courtesy of Yoox Net-a-Porter