Launched in February 2009, Moschino’s virtual boutique is the first online store designed by hand. The trompe l’oeil effect of the pencil sketches, a Moschino hallmark, shares the stage with virtual images of clothes, accessories,and mood boards for visually friendly and interactive browsing.
Consumers can shop online for clothing and accessories from the Moschino, Moschino CheapAndChic, and Love Moschino women’s collections. The browsing system lets customers purchase products according to category, line, based on the latest news, or through the mood boards for the newest collections of the three brands. Through the Moschino mood board, customers can buy clothes featured in the latest runway shows. The CheapAndChic mood board presents a slide show of the different outfits, while a kaleidoscope animates Love Moschino products for sale.
The Moschino e-store is powered by Yoox and will expand its user base, currently accessible from Europe and the U.S.A., to include Japan. A German-language website for Germany and Austria is also planned for the near future. The Moschino's virtual boutique combines the creative, playful aspects of fashion and customer care, global logistics, and avant-garde technology.
The Japanese version of moschino.com be launched in August, while the German website for Germany and Austria will be ready in September. This will bring the total up to over 40 countries wordwide. Alessandro Varisco, General Manager of Moschino S.p.A., said: “Our customers’ loyalty encourages us to provide an increasingly modern and diversified online shopping experience that combines Moschino’s experimental, creative aspect with dynamic communications and expanding to give new markets an opportunity to buy Moschino collections online.”