Simons

Following the relaunch of the historic Quebec clothing retailer’s web store, Simons asked a few local bloggers to give their new commerce experience a test run using a $50 Simons gift card. They asked me to go all the way through a purchase online and write up my honest feedback. Whether I can be honest in my review after having been buttered up with a black chiffon jumpsuit is an open question, but I decided to give it a go (full disclosure: I also got a tank top.)

My overall impression was that Simons web team has done a very thorough implementation of all the basics needed to begin to be a contemporary website for a chic Quebec department store. Lookbook and category browsing options; quickview to get to photo closeups from archive pages; link to detailed size charts; ability to sort by price or by what’s new; ability to save items to a wish list; ability to send to friends; free gift wrapping on all purchases just like in store: the new Simons website gets all of this right and my order arrived promptly to boot.

The designer section shows promise, but is so far incomplete: every designer I clicked on had “no items available for the moment.” And I would love to see more local emerging designers featured – if Simons could spotlight a few new Canadian designers each season and give them proper attribution, promotion, and compensation I’m pretty certain they would see an increase in sales from across Canada through their web site. Launch parties for the new Locals collections at the Simons boutiques… a catwalk on the escalators and photo booths for folks to try on and tweet up the new looks, could be pretty fun… just saying. (Can you tell I’ve been dreaming of producing a show in the Simon’s store in Montreal? No big surprise there, I have dream schemes for all the cool spaces in town, lemme at ‘em! =)

In terms of depth of content, I had the same issue overall: it’s a new website that will become more interesting as it’s database gets filled up with more garments. The webstore should have more variety, and be more playful with the wealth of fashion history at its disposal after over 100 years in the industry. Bring back photos from the archive for one. Design wise, why not work with emerging designers to create collections around moments from the archive? Interact with the incredible wealth of history at your disposal to say something real, go beyond air-filled marketing to inspire new generations to really fall in love with fashion from a cool, fresh Quebec perspective.

Simons provides info on their commitment to the environment and it’s a good start, but companies need to keep pushing the evidence of their integrity forward to survive in a digitally connected economy. With a click from my living room I can leave your online store and go on to another (and I do!) Greenwashing your website with 200 words about how your company recycles is no longer enough to convince the average consumer. Simons goes further than the usual greenwashing by introducing eco fabrics in their “Créer vert” line, but these items are unavailable on the website (or difficult to find?) and it will have to keep pushing much further in positive, creative directions to flourish. Simons should triumph and nurture Quebec design and craftsmanship on it’s website and in stores, and it should lead the way in revealing and constantly improving it’s supply chain. Every item on the website could say where it’s made with links to factory info and up to date results from safety inspections. Spotlight and support talent from the teams in Bangladesh if you are going to manufacture there. In a world where every customer and employee needs to be thought of as a potential journalist, a business’ best bet to survive and thrive is to offer exceptional service and product AND to constantly strive to create sustainable local and global good vibes. The web is the best way to create positive feedback loops and document your efforts, and asking people for advice (even if you bribe them with a super cute jumpsuit first) is a decent start. Don’t stop.