Creative Cut- Godiva (1,113 words)
By Scott Shrake
The name "Godiva" denotes first the mythical nude Lady, and second, a brand of luxury confections. To some, the order of association may even be reversed: The brand is that strong.
Founded in Brussels, Belgium, by Joseph Draps in 1926, Godiva Chocolatier introduced its chocolates to Americans 40 years later. Godiva, now with world headquarters in New York City, has been credited with single-handedly creating the U.S. market for "super-premium chocolates." It now markets in three channels: retail, catalog and Web.
Just like print, online catalogs are always evolving, taking advantage of new technology and fresh realizations about the character of e-commerce.
Godiva.com is in the midst of a site redesign more substantial than any it has experienced thus far, says Beth Brown, Godiva's marketing manager, interactive. What follows is background and commentary on the site as it appeared in August. In a future Catalog Success, we'll examine the next incarnation of the site.
Selling Confections Like Jewels
The chocolatier produces more than 100 different candy pieces, using a shell molding technique, in contrast to the enrobing technique of most other candy makers. The chocolates fall into seven basic types, which are often chosen by the buyer personally to create unique collections for gift-giving or self-consumption. The company also produces liqueurs and coffees.
As they were originally in this country, Godiva's products are still sold at upscale department and specialty stores.
In 1972, Godiva opened a boutique on Manhattan's Fifth Avenue near Tiffany's and Cartier, recreating the fine-chocolate boutiques characteristic of Brussels—where chocolates were presented in a similar style to jewelry, in artistic displays under glass.
The company now owns and operates more than 200 boutiques in North America.
The product density in the catalogs and on the Web site is low compared to that in stores. This is a reversal of the usual inventory situation, in which catalogs and e-commerce sites use their extra space to show more product than a brick-and-mortar store can.