Deckers Announces APAC E-commerce

3/3/2015
Deckers Brands is working on the company's first multi-brand e-commerce platform in the Asia-Pacific (APAC) region, Style X Deckers. The service, which has over 100 SKUs of products from UGG®, Teva®, Sanuk® and Hoka ONE ONE®, is expected to launch in five APAC countries during the first half of 2015.

Deckers plans on launching the service in several APAC countries over the course of this year. To date, Singapore and Australia have already gone live, Hong Kong is slated to turn on this month and Malaysia and South Korea will follow in the months ahead.

"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," said senior vice president of omnichannel operations and e-commerce, John Kalinich.

The Style X Deckers platform includes several features that enhance the shopping experience for APAC consumers:

The lifestyle search: Consumers can search for products on the website based on his/her personal lifestyle preferences, including "Home," "Urban," "Beach" and "Active."
Cross-brand product search: In addition to the lifestyle search, the platform offers a comprehensive product search across all four Deckers' brands, based on a number of criteria, including brand name, price, color, size, materials, collection, benefit and activity.
Geo-targeted catalogue and pricing: The website has the ability to define different catalogs of products based on geography. This includes the ability to accept local currency for each country.
Direct access to brand sites: Should customers prefer to shop just one brand, the new multi-brand website makes it easy to access the official brand pages directly.
"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 everyday wear," continued Kalinich.

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.
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