The Brief:Start London, the cutting-edge boutique with eminent designer brands based in the heart of Shoreditch, wanted to scale up their eCommerce business and asked us to pitch for the design and build of their new online platform.
Project Notes:Our strategy was to achieve a high fashion magazine appearance with best practice eCommerce functionality seamlessly dropped into the dynamic pages. Start London’s buyers are famed for their expertise in picking the latest trends and delectable brands. With this in mind, the structure of the new site had to give them the freedom to add relevant editorial and styling advice throughout, giving the visitor much more than just a simple shopping experience.
Instead of having the brand experience and online shop in separate areas of the site, Senior Designer Andrew Rees experimented with the grid a little, breaking the very formal layout seen on most online shops. The result is an original take on the typical eCommerce shop, inspired by the likes of Tank Magazine and Another Magazine, where all the web pages are beautifully crafted and memorable like a coffee-table publication.
The content of the site – rich in useful information and tactile photography – mimics the in-store experience. With an eclectic interior that includes clothing hung from waterpipes, the look of the physical stores and the attentive staff play as big a part in creating the Start London experience as the desirable brand line-up. The website is consistent with this theme, allowing the visual merchandisers plenty of freedom to make great use of texture for online product display and the interactive Denim Clinic provides the ultimate in customer service on the web.
Founded by husband and wife team Philip Start (founder of menswear retailer Woodhouse) and Brix Smith-Start (co-presenter on TV series Gok’s Clothes Roadshow), Start London has three physical stores, all neighbours on Rivington Street, East London, offering menswear, womenswear and made-to-measure tailoring respectively. Fashionistas such as Alexa Chung are huge fans of the A-list boutiques, which are considered amongst the best in the world.
The Result:The new site is performing well with revenues a shade over 10% up on the old website and traffic up considerably more thanks to the online presence being built with search engine optimisation (SEO) principles in mind.