Wednesday, May 20, 2009

Online shopping done right with bevello

Posted By on Wed, May 20, 2009 at 1:13 PM

Love is in the air this summer with Raleigh's newest online women's boutique bevello.

Shopping online can be somewhat of a hassle at times. Will this dress look the same on me as it looks on the girl in the picture? Will it fit right?, which has been up and running since early April, tackles those frustrations and worries head-on.

"People want to shop online but they have a lot of doubt and intimidation and restrictions that keep them from doing so, such as will the dress fit, what will it look like, what will it feel like, is it going to be a different color when you get it," says Mary Gillogly, bevello's "behind-the-scenes girl." "So we take that frustration out and that intimidation factor out as much as possible, so that bevello can be a company that you can trust."


One way they do so is by using real girls as models for their photos. "Not stick-thin models that are not reality but ones that they can say, 'that looks like me or that looks like my friend,'" Gillogly says. The photography is a bit on the amateurish side with models photographed in real-life settings, like a coffee shop or people’s houses or just around downtown Raleigh or in Chapel Hill, and she says that's intentional.

"We also take different angles and different shots so it’s not just, you know, someone standing there with their clothes on, but moving and walking and talking and sitting and just different action shots so customers really see how the clothes move and work."


To help shoppers pick the right size, bevello uses model profiles instead of confusing size charts. The portfolios list each model's measurements, from height and weight to bust, waist, dress size and jean size, and shoppers can compare their own measurements to one of the model's.

As for what they carry, bevello is a site to find independent American designers, many of whom reign from Los Angeles. "We try to keep very low numbers of assortments, so that you have the feeling that this is a unique dress," Gillogly says. "And you’re not going to go out there and someone is going to have it on."

And might I add, the clothing — like this Mango Yellow Kimono Dress by Flying Tomato — is pretty chic and not at all overpriced. Many of the items are perfect additions to your summer wardrobes.


While bevello does not have any retail locations, shipping is always free. Bonus!

"We’re trying to take out all the coldness and anonymous feel out of the online boutique," Gillogly says, "and really just make it feel more genuine and personal and you know just about love."

Check out this behind-the-scenes video.

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