WPS unveils redesigned website

NEW YORK — WestPoint Stevens has redesigned its website with an eye to being more consumer-friendly and to enhancing promotion of the brands and products offered by the major mill.

The new site, launched earlier this month, is designed "to create demand for our products that will bring consumers into our customers' retail stores," said Chip Fontenot, president and coo. "We'll feature only those products that are available at retail right now and show these products to advantage with great photography, clear descriptions and use guidance."

Detailed store information, along with web address and links, are also provided in an effort to steer users to those retailers that carry WestPoint's brands. "Our website is not for selling our products via the Internet; instead, we believe it can be a compelling directive to get consumers into the stores," Fontenot said.

Both the consumer affairs phone number and e-mail address are prominently displayed for consumers who have questions about WestPoint's portfolio of products and brands. Also new to the site is an "Ask Lily" feature where consumers may ask questions of consumer affairs on hot trends, care, decorating ideas, seasonal features, what to know before you buy and bridal items.

As before, the site is also being used as an informal information source by WestPoint through the use of consumer polls.

Consumers are able to navigate through the site either by brand or product category or conduct a search for a retailer.