Holland & Holland shooting attire and accessories
British gunmaker and lifestyle brand Holland & Holland is bringing its heritage and craftsmanship to United States consumers through an ecommerce Web site that gives shooting enthusiasts the opportunity to shop the brand’s wares.
Holland & Holland created its ecommerce site to act as an adjunct to its New York Gun Room and other authorized retailers nationwide. Introducing an ecommerce site in a new region will likely help Holland & Holland further establish itself as a global brand.
“Having an online presence in the U.S. means that now we can now give our customers the opportunity to shop with us from the comfort of their own home,” said Guy Davies, director of sales for Holland & Holland, London.
“Also, it allows our clients to keep up-to-date with what the company is offering, further strengthening the brand’s presence,” he said.
Shooting accoutrements
Since 1835, Holland & Holland has offered a wide variety of sportsman and lifestyle products that are traditional in both fit and style.
Holland & Holland offers consumers technologically-advanced outdoor apparel and accessories that celebrate “British elegance, quirkiness and style,” per a brand statement.
In addition to outdoor apparel and accessories, Holland & Holland, owned by The Chanel Group since 1989, makes sporting shotguns and rifles.
Holland & Holland’s ecommerce Web site has a simple and traditional layout, but it is playful through the use of a den-like, door motif.
Holland & Holland ecommerce homepage
When a consumer visits the Web site, he is presented with two closed doors with a coat rack in the center. By hovering the cursor over a door, it swings open to reveal the products found in that section.
The left-hand door holds shooting accessories such as cartridge bags, shotgun cleaning kit and Holland & Holland DVDs on shooting.
A click-through on the coat rack brings consumers to the gifts and accessories section where they can browse through items such as tweed hip flasks, ties, scarves and cufflinks depicting pointers, grouses, wild boars and cartridges.
Holland & Holland pointer cufflinks
The right-hand door on Holland & Holland’s ecommerce site redirects consumers to the sportsman outfitter’s apparel section. Items found in this section include men’s and women’s shooting coats, shirts and hats and caps.
Apparel and accessories section
The ecommerce site also redirects to the brand’s main Web site where consumers can learn more about Holland & Holland’s history, read an overview of its gunrooms found globally and bespoke shotgun and rifle options.
A move toward the future
An omnichannel presence benefits brands that are looking to expand and increase awareness.
For example, department store chain Saks Fifth Avenue is rounding out its omnichannel offerings with the launch of its discount store Saks Fifth Avenue Off 5th’s ecommerce site that is likely to attract aspirational consumers and possibly create brand loyalists.
The Saks Off 5th ecommerce site, launched Sept. 30, sells luxury merchandise at 55 percent lower than the initial retail price available from Saks Fifth Avenue. By slashing prices in-store or through an outlet store retailers may see a spike in interest from consumers who are not yet affluent enough to purchase at full price (see story).
Traditional sporting brands with a lengthy heritage should look to digital platforms to remain relevant.
For example, gun and rifle makers James Purdey & Sons is showcasing the lifestyle of the brand through a video for its new collection that displays the social aspects of hunting.
The video titled “In the field” goes through an entire day of hunting while giving close up shots of the new Purdey guns. This video is likely to resonate with Purdey enthusiasts and hunters by highlighting the lifestyle aspect of the brand (see story).
Brand promotions can drive more consumers to a newly launched ecommerce site.
“The Web site will soon be hosting an online promotion in the U.S.,” Mr. Davies said.
“The promotion offers registrants to the site the opportunity to win exclusive Holland & Holland products.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York