Fashion e-commerce: branding and conversion living happily ever after

In fashion, just like many other industries, branding is everything. But, in an increasingly online world, this presents a problem. Success is determined by the laws of conversion, not by offering serendipity. Sadly, this is why online fashion stores are starting to look the same.

Do you refuse to be next in line for the cookie cutter? We support that! At Fabrique we take branding seriously; branding that creates a difference.

Here are some examples of our work. You will see that brands and conversion actually make a pretty good couple… when they are paired carefully.

Pieter Jongerius Partner and fashion e-commerce strategist

Together with artist duo Lernert and Sander, Fabrique developed a website that is seamlessly in line with this tradition.

The haute couture web design displays collections, portraits and news in a stylish way, and provides a historical overview of 20 years of Viktor&Rolf. This is not merely a website, it’s a fashion statement!

viktor-rolf.comWinner Red Dot Communication Design Award 2013

VIKTOR&ROLFFashion house Viktor&Rolf operates on the interface between

art and fashion. With extravagant and theatrical projects, Viktor&Rolf look for extremes.

3SUISSES

3suisses.frOracle Commerce/Endeca, in cooperation with 3Suisses

In less than five months Fabrique brought more fashion sense, more style into every aspect of 3Suisses. We completely redesigned their visual identity and print media from the logo up, along with their web store and applications. Not a haute couture image, but a style that fits the brand. Consequently, 3suisses.fr is no longer just an online catalogue, it’s an inspiring, high converting, high volume pure player.

3Suisses is one of the largest online department stores in France. An international company with a rich history

dating back to 1932.

App store: bit.ly/3suissesappios Google Play: bit.ly/3suissesappandroid

Inspiration is at the core of the new 3Suisses. We designed a magazine to replace the old catalogue. The content is shared between all media and has been made interactive in the 3Suisses Tablet/Smartphone application.

First, we defi ned the GINGER brand values and positioning. We based this on their core proposition ‘Come as you are’. The message: GINGER garments are made to complement a person’s own style and wardrobe.The uniqueness of the products and the individuality of the person wearing

GINGERNew brand, new stores, new webstore, new rules. The brand GINGER stands for slow fashion — pieces that can be worn for years, lovingly made from handpicked quality material.

gingercollections.beMagento Enterprise, in cooperation with Kega

them are shown in the Collections section. Individual women are invited to present their personal GINGER favourites, together with their private collection of garments and objects. The story is not about GINGER – it’s all about the shopper!

Fabrique assisted The Sting in redefining their brand, to help them expand internationally. We translated the unique store interior into a concept and visual identity for the web. The design process was largely research-based, which contributed to a very high conversion percentage.

THE STINGThe Sting is a casual fashion brand with stores throughout the United Kingdom, the Netherlands and more. Dark materials and prominent video walls give their stores a club ambience.

thesting.comHybris Commerce, in cooperation with Unic/Oramon

Style fi rst. In workshops with SuperTrash we set the points of departure for the online style. From the refi ned and feminine graphic details to the tantalising persuasive design techniques (such as the ‘Steal of the Day’), this website breathed the brand values of SuperTrash: international, feminine, sexy and innovative.

SUPERTRASHThe owner of SuperTrash, Olcay Gulsen, knows better than most how to build a brand – her global brand SuperTrash is

a perfect example of this.

TableTop E-commerce, in cooperation with XsarusWinner Red Dot Communication Design Award 2012

The webshop is friendly and a touch idiosyncratic. It features trends and extensive service options, as well as a fully developed loyalty platform called ‘Club Omoda’.

OMODAOmoda, a Dutch family business, runs the largest shoe web store

in the Benelux. They sell more than 200 different brands of shoes, bags and accessories.

omoda.com TableTop E-commerce, in cooperation with Xsarus

Many Omoda buyers feel like they are part of a big family. To strengthen this feeling we fully integrated social media, reviews and numerous contact options. Even a live video chat: come say hi!

We are kind of like a chameleon: we adapt our colour to the brand of the client. With this in mind we designed the new webstore for Kleertjes.com, the fi rst expression of a new visual identity of the company. In this fi rst release, we designed a basic but playful and inspiring site. We also provided interaction design consultancy for higher conversion on specifi c pages.

KLEERTJES.COMKleertjes.com is the largest multibrand fashion webstore

in the Benelux for babies, children and maternity. Their motto: the joy of growing together.

kleertjes.com In cooperation with ID Interactive

By any standard, Mallett is an authority in their segment. The understated design puts the collection fi rst and underlines 150 years of heritage.

It was our mission to make the house of Mallett more accessible. First of all by starting to sell items of up to £20,000 online. Secondly, by initiating an extensive encyclopaedia that has information on everything about makers, techniques, materials, periods and more.

MALLETTMallett Antiques serves the wealthiest of the planet.

As a renowned English luxury antiques house, Mallett has branches in London, New York and Hong Kong.

mallettantiques.com Pimcore, in cooperation with Kega

Their new website fi ts their mission:‘To create the most inspiring, exciting and engaging Design Museum in theworld.’ We expressed the layered natureof design by having titles, buttons, textand images slide over one another. The full responsive web shop offers unique limited editions and special products. All in all, Designmuseum.org integrates practical information clearly with inspiration and commercial objectives.

DESIGN MUSEUMThe Design Museum in London attracts more than 200,000

visitors a year with exhibitions on graphic design, fashion, industrial design and architecture.

designmuseum.org.NET / Azure / Shopify, in cooperation with Q42

Winner iF Communications Design Award 2015

Want to know how to build a great marriage between your brand and better conversion? With the joint efforts of our teams, implementation partners and especially our clients, we typically increase conversion rates by 25%-50%.

Consider us for brand development and innovation, design for conversion and inspiration and creative design consultancy.

Like to know more? Contact Pieter Jongerius at pieter@fabrique.nl or +31-654-787-664

www.fabrique.nl/en/fashionAmsterdam, The Netherlands