Yohji Yamamoto opens global webstore for basket of brands

It's always a surprise these days to discover that many big-name designer labels don't already have well established and sophisticated global e-commerce operations. But at least that fact provides plenty of news coy and so it was on Wednesday as Yohji Yamamoto Inc announced a major webstore launch.


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Yohji Yamamoto - Fall-Winter2018 - Womenswear - Paris - © PixelFormula


The company has just opened its global e-commerce website, called The Shop Yohji Yamamoto, that will be displayed in English with transactions in US dollars. 

And it takes in a pretty comprehensive product offer. The webstore offers the web-only brand S'YTE, and other brands such as Ground Y, Y's, the men’s entry-level Yohji Yamamoto Produce (web-only products), the casual Yohji Yamamoto + Noir label (also web-only products), the luxury accessories label Discord Yohji Yamamoto, and LIMI feu. 

Clearly, it's a big deal for the Japanese company. For S'YTE (the entry-level brand that launched in 2011) and for the ageless/genderless Ground Y label in particular, it means a worldwide debut because these two brands have only been available in Japan until now. 

Customers on the e-tail site will be able to shop with Visa, Mastercard or PayPal and it will deliver to 130 countries around the world using EMS.

The site itself has been designed with aesthetics in mind as much as functionality. All items feature model shots as well as product images and there’s an individual page for each brand, plus a lookbook feature to demonstrate to the customers each brand's concept.

The company will follow up the launch with an app next month and an e-tail site for Chinese language shoppers later in September.

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