A Virtual Journey

The main component in differentiating the brick & mortar stores from the FP website is the lack of merchandise being shown in the stores themselves. The stores tend to focus more on the aesthetics and the experience of the brand rather than the clothing itself. The FP website is a virtual journey in itself. All merchandise and products that FP has to offer are on the website. Not even half of FP's merchandise makes it into their stores. That is because FP is mostly small boutiques. They hand pick what merchandise they want in stores that go hand in hand with the overall display and theme of the store. FP stores are always changing displays. 

 The online store is easy to navigate and is an experience within itself. Shoppers can view all the different lookbooks FP showcases on the site either by month, or what is currently trending.

FP uploads all of its catalogs that customers subscribe to digitally. If your catalog was lost in the mail, or you left home without it, you can view the catalogs on their site.

 November  Catalog.

 October Catalog.

By clicking on an image of one of the looks, it tells you exactly what the model is wearing from head to toe, how much each item is, colors and sizes it is offered in, and gives you the option of adding it to your shopping cart, storing it in your wishlist, or locating it in one of FP's stores.