Red Envelope Brand | Gift Giving E-Commerce

Red Envelope
arrives
by VG
December 22, 2003

Red Envelope is a survivor. A dot-com launched at the height of the so-called bubble, this e-tailer is dedicated to making gift giving simple and fun, according to the website's PR. Its stock started to trade on the Nasdaq stock exchange in September 2003. Considering the economic environment, the IPO alone deserves a salute. But what about the website?

Simple, clean, and generally well branded, Red Envelope's website, www.redenvelope.com, is dominated by seasonal pictures and a deep red color. This e-commerce site is conventional, in the sense that it mostly follows accepted usability guides. Its navigation menus are either on the top, or readily falling under the mouse's cursor.

Marketers will be interested in the top DHTML buttons. All red, the catalog is organized by segments – by relationship with the recipient (for her, for him, for father, for mother, etc.) and lifestyle (connoisseur, executive, romantic, etc.) -- and occasions, such as Christmas or anniversary.

Similarly to Victoria's Secret, Red Envelope is both an e-shop and an online catalog that follows the layout of its 60-plus page hardcopy catalog, which the visitor may have received in the mail. As such, a facsimile of every page is reproduced online, and each item depicted can be accessed (and ordered) at the tip of a click. In terms of usability, this web design receives full marks.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.


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