You may think Vineyard Vines is a merchant of sunny, pastel preppy clothes. But the true genius of the brand is that what's truly on sale is membership to a club both comfortably familiar and deliciously exclusive. Vineyard Vines rainbow ties, cummerbunds, polos and flip-flops are merely the tickets to a salt-kissed eternal season of sailing, weddings, and parties on the beach.
It's a club with clout. Inc Magazine places Vineyard Vines' growth at over 500 percent in the past 3 years. And with 30 percent of their members arriving over the Internet, Vineyard Vines needed a big, efficient, and welcoming online clubhouse - one that could continue to grow with the membership.
Vineyard Vines new WebLinc-developed site supports both the brand and its growth. Built on the WebLinc Direct eCommerce platform, functionality is as breezy as a northeast shoreline. Shopping is easy and efficient. Pick the white twill pants, and you'll find that owners Shep and Ian "also suggest…" a pink polo shirt and a green whale belt. Merchandising, discounting, and promotions are simple for the Vineyard Vines marketing staff to manage at the back end, on the fly, without special technical skills.
Every page includes casual snapshots of people you might just know, attired in Vineyard Vines clothes like yours and doing fun things you wish you were doing. Here's a guy who looks just like Jack hoisting a fish in a green Whale Shirt. That could be Jenny and Kit with the kids, all in matching blue Short Sleeve Polos. And hey, isn't that Chip sporting a Mermaid cummerbund at the Choate formal? In fact, people you DO know are here - both the famous (John Kerry in his Vineyard Vines tie) and other friends of the brand who send in snaps of their beach wedding, dockside party, or graduation.
WebLinc seamlessly meshed the site with the Vine's legacy warehousing systems in record time, a WebLinc Direct signature. Right-sized right now, vineyardvines.com is truly scalable to keep up with the company as it continues it's explosive growth.
Services Utilized:
Creative Development
- Information Architecture
- Page Optimization
- W3C / ADA Compliant Production
Technical Development:
- WebLinc Direct eCommerce
- Custom Programming
- Database Development
- Systems Integration