Best Fashion Website
Brother2Brother’s new online store has evolved their brand into a go-to destination for their target market of affluent, professional and fashion-conscious men. The objective was to become a part of their customers’ overall lifestyle when it comes to purchasing designer clothing and the strategy to achieve this was to make their site about much more than just buying clothes.
Visualsoft delivered a best-in-class site that created a huge visual stand-out from Brother2Brother’s competitors in the high fashion retail space. This also empowered the brand to partner with previously out of reach top-tier brands to further grow the business. Their new site informs and inspires customers to discover trends, read articles and gain inspiration for their desired look, as well as purchase clothes.
The sites ‘on brand’ unique look and feel differentiates them in a competitive market, whilst maintaining fundamental eCommerce and UX principles that maximise conversion through the shopping experience.
The conversion rate has risen by 39.37% YoY (first month since launch), moving from 0.54% to 0.76%. In addition, the average order value has been boosted by 5%, proving that the conversion rate increase was not sale driven. The onsite design and UX changes have driven a 20% increase in online turnover.
The Far Afield web project perfectly sums up the position that countless fashion brands find themselves in in FY 22/23. Overstocked, in a vulnerable cash position and battling against rock bottom consumer confidence and shrinking disposable incomes.
A typical web build wouldn’t have solved these problems. If anything a 6-month design and development cycle would have made them worse. Instead Heur built an ecommerce ecosystem designed to solve business issues quickly.
Now Far Afield has a website that can:
– Maximise brand revenue
– Improve product and design with real time feedback on product performance
– Reverse the trend of accumulating dead stock from overbuying with automated WSSI reporting
These three points all work together to solve their fundamental cash flow problem during an intensely difficult trading period for brands.
Roman.co.uk are the UK’s favourite affordable ladies fashion retailer, established in 1957 and continue to be a family-owned business, with a heritage in manufacturing clothing. Their website sales have grown 1,022% in six years and continue to grow substantially year-on-year. The Roman team analyse customer behaviour to understand purchase intent and purchasing cycles, to form and strategise their marketing strategies. They understand the customer prefers simplicity in terms of functionality and ensure the website is as accessible as possible.
A key element to customer satisfaction is website speed, and Roman obsesses over this with ensuring their site remains the quickest of their competitors.
Fast forward to 2023, and Roman commissioned a platform upgrade project, which is what this award entry is focused on.
Roman has seen incredible growth over the last 5 years, often going against industry benchmarks and continuing to grow at pace, when the industry was seeing negative growth. They were keen to continue their growth rate and ensure their website was converting as highly as possible.
Seasalt remain focused on a constant drive for improvement, in particular around site performance and speed, relevance and customer centricity. We have seen significant change in our digital infrastructure over the last three year and this has helped to drive huge growth for the business across our KPIs as well as in our customer base.
We continue to balance the commercial performance metrics with some of the softer engagement metrics as we see links between them. We continue to adapt to our customers need and the changing landscape within we operate as well as leveraging the power of our stores, maximising the connections between the channels.
We do this all whilst striving to be as sustainable as possible, with our ultimate aim of crafting beautiful clothing that inspires and endures, share our love of Cornwall and reduce the impact of our business on the environment.
Weird Fish, a British brand, has excelled itself, overcoming a multitude of industry challenges along the way thanks to its whole team commitment to adaptation and resilience and great partnerships, including that with their ecommerce platform partner Webselect Ltd. Its exceptional 2022 results, despite tough trading conditions, demonstrate the strength of the brand’s sales and marketing strategies, especially via its website experience, helping it reach new heights and continue its success into 2023 and beyond.
As a highly agile business, Weird Fish is continuing to adapt and enhance its operations to drive customer acquisition, while maintaining loyalty with its existing customers by offering quality and value above all else. Adapting and responding to customer needs online is key to increasing AOV and loyalty from customer choice in courier selection, easy payment options, product and lifestyle images, exceptional product and website reviews and offers
The brand is approaching its 30th anniversary, and though operations have adapted in line with shifting market conditions and consumer needs, Weird Fish has always stayed true to its brand values and ethos. The company prides itself on offering relaxed, easy-going, and feel-good clothing