Tuesday, April 22, 2008


Dirk Bikkembergs, inventor of sports couture, turned sportswear into luxury clothing. Before him, we used to think of sportswear in terms of sweaty gym pants unfit to be worn outside. Dirk Bikkembergs changed all that, when he rethought tracksuits and proposed cargo pants and shiny jackets.

Dirk Bikkembergs, best known in the fashion world for being a member of the Antwerp Six, was the first creative force in fashion to understand that football is much more than a simple sport. For millions of people all-over the world it is a symbol of strength, even a way of life, and for Dirk, it represents a philosophy that pervades his artistic path.

For Fall 2008, the Belgian designer continued along that line, as he created the perfect equilibrium between pure energy and body consciousness. He also blurred the lines between XX and XY through colours. The Bikkembergs man is a man who calls the shots. It is a man who performs and pronounces his virility without hesitation, a man perfectly at ease combining feminine colours like powdery pink, accessories like handbags or satchels, or materials like jersey – a fabric of functional comfort in the world of sports – with a fully masculine style.

Dirk Bikkembergs continues to break new grounds in fashion with the launch of a completely new website, where users can explore a vast range of products. Rather than a simple “e-commerce site”, it is more an “experience site” where you can do more than simply buying. Total looks, matching hits or virtual models show you, in real time, complementary accessories or additional combinations with any selected product.

The new website was launched early April. Since then, sales have already reached unexpected levels!
On the technical side – fortunately invisible for the visitors – there is a full flavour cms engine (Onisystem), AB testing features, behavioural targeting, seamless integration with Navision and direct connection to payment systems and logistic hub.

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Wednesday, February 14, 2007


IconNicholson (LBi New York) upped the ante for retailers trying to reach young shoppers, with designs for a unique in-store shopping experience known as Social Retailing™. The company’s innovative approach to shopping was unveiled at this year’s National Retail Federation (NRF) Annual BIG Show 2007, January 14-16, at the Jacob K. Javits Center in New York City and featured IconNicholson’s work for renowned fashion designer, Nanette Lepore.

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