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Oakley
the eyes have it
by Ian Cocoran
August 20, 2001
If you’ve been keen to look cool by the pool this summer and taken care to ensure that your fashion sense attracts just the right sort of attention, then it’s a reasonable bet that you’ve accessorized yourself with the latest in eyewear from Oakley.
Since its inception in 1975, the Oakley brand name has become synonymous with style, worn by
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such megastars as British Open Golf Champion David Duval and Tour de France winner Lance Armstrong.
But how does Oakley translate to the web? Will the brand dazzle us with innovative brilliance, or are the barometers set low with some storm clouds ahead?
The Oakley homepage is direct and punchy and maintains an unmistakable association with the brand, thanks largely to the trademark elliptical “O,” which resides in the top left hand corner of the screen and is a constant throughout the site. The links too are both unambiguous and logically engineered, giving a functional texture to all key areas and making navigation a breeze.
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In terms of content, the online store facility is extremely comprehensive and is a complement to Oakley’s vast range of sunglasses, apparel, watches and shoes, each of which is available to order in a choice of styles and colors. A criticism however, is that the product images are distinctly one-dimensional and in these days of flash technology perhaps a more enhanced shopping experience may help to support the premium prices commanded by the brand. Prospective buyers requiring a fully hands-on experience need not worry too much however, as Oakley has included a dealer locator, which is fully searchable by post/ZIP code.
Elsewhere on the site, the Investor Relations section serves as a portal for everything from stock quotes to press releases as well as giving a brief potted history of the company. The Mad Science section, which can be accessed via a dialogue box, is a fully interactive experience and a must in terms of understanding just what Oakley believes makes its sunglasses so special.
To summarize, the Oakley site is effective in terms of associating itself to the emotional qualities of the brand due to the principally utilitarian web design and stylish, contemporary artwork. As a result, the viewer is treated to a pragmatic yet sophisticated web experience that’s distinctly value added and gives credence to the company’s pricing strategy. Like any other premium brand, Oakley has taken great care with its selection of distribution channels and with one or two improvements its online shopping facility could quickly become one of the best on the web.
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Ian Cocoran is an Operations Director with one of the world's largest chemical distributors. He has an MBA in Marketing from the Buckinghamshire Business School and lives in Glasgow, Scotland, with his wife Kate and daughter Lucy.
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*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.
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Jul 30, 2001
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Jean Paul Gaultier - pulp fiction
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The Jean-Paul Gaultier website turns out to be as eccentric as the brand itself... but in this case it's not a good thing.
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