We put a great focus on expanding the storytelling part of their communication. By adding more space to create new editorial and lookbook pages, this allows them to refresh their website with photo and video content per campaign. Within the editorial pages, we also added shopping features so that customers can still shop while looking at beautiful content. On a practical level, we created a library of content sections for their internal marketing team that are easy to use so that they can have autonomy and flexibility over how frequently they change things. 

To balance out the commercial needs of the business, we enhanced the product pages to still have an editorial feel but with far more product information. For example, upselling and cross-selling features, relevant extras such as if the image showed the model wearing more than one item, showing that item to encourage clicking on it. These integrations generate more engagement
and create a nice customer experience. 

A design project also allows for fun and creativity, so we integrated a feature that their team felt passionately about; a custom-designed cursor in the form of a strawberry. This detail says a lot about the brand’s character, showing their playful and quirky side. The feature can now be used to use with future campaigns moving forward.

The outcome is an aesthetically designed website that encourages users to spend time exploring and getting inspired. It creates a stronger connection between the brand and its audience and brand loyalty is vital to commercial success. The design gives Fabienne Chapot a more luxury and aspirational look and feel, while still being approachable to its audiences.

The enhanced shopping experience from a design perspective, as well as the technical
enhancement from the migration, makes their website future-proof and proves to be the right foundation for a on-going partnership.