DBLA's Cyber Life After Relaunch

DBLA, the Los Angeles–based manufacturer formerly known as Double A, just launched its new Web site (www.lifeafterdenim.com) along with its MySpace profile (www.myspace.com/dblaclothing).

“Our new Web site corresponds with the relaunch of our brand,” said Alexis Frey, design director at DBLA. “The aesthetic mirrors the collections—bold, modern and streamlined.”

“Bold” and “modern” perhaps, but the complexity of the site can hardly be characterized as “streamlined.” Indeed, the site is complex and, in some instances, unnecessarily so. For example, it suffers from the same long loading time (even with a DSL connection) that many Flash-based sites do. You wait on an animated landing page until, finally, some music starts, and only then can you enter the site and choose from a variety of pages. “About”—the first of the choices—is “coming soon.” Spring 2008 heads the “Collections” category, which also is “coming soon.”

Fall and Holiday 2007 are next under “Collections,” and both are nicely shown— particularly if you still appreciate deconstructive aesthetics. Burnt/torn edges on the photos overpower the product a bit, but the black-and-white images turn into color when the mouse/pointer goes over them, and they jump to a larger image. Excellent photography on unique models helps differentiate the photos. All in all, they do a good job of supporting what appears to be the overall goal of this Web presence: branding.

The MySpace page impresses with a wide range of positive commentary on the collection from (mostly) youthful consumers. The page counts over 20,000 “friends” who have officially joined the ongoing MySpace blog. The chatter creates that hardest to achieve and maintain asset: brand loyalty. In addition to the obvious focus on trendiness, this techy commentary makes for an excellent source of marketing feedback direct to the manufacturer/ designer (at very low cost) and is undoubtedly intended to help direct development of the design and brand in the future.

Retail stores carrying the line are well presented, and the site works for them. No prices are shown; no merchandise is for sale directly from the site. Instead, it’s an edgyish soft sell that supports its retailers rather than competes with them. The “News” area favors a wholesale audience with an emphasis on upcoming trade shows where DBLA will exhibit.

Overall, DBLA has launched a fine site that accomplishes a difficult task: branding its line while simultaneously courting both the wholesale and retail marketplace—a balancing act that is on its way to succeeding where few have before.—Jacques Marquette