From first stitch to perfect fit, creating an athleisure brand ready for an intense marketing workout.

<p>From first stitch to perfect fit, creating an athleisure brand ready for an intense marketing workout.</p>

Project Overview

From brand identity & Shopify build to digital marketing success.

Business owner Nina was inspired by her role as a busy mother juggling family life with a career and the importance of keeping fit and healthy. As COVID hit Nina found herself, as many others living in activewear and saw a gap in the market for quality, affordable activewear. Inspired by her love for fashion Nina wanted to ensure that like-minded men and women were able to look great and feel confident while training or relaxing.

It Looks Fit approached Herd in 2021 to design and build a bespoke Shopify website and for ongoing digital marketing support to launch their new brand to market following a recommendation by one or our current partners.

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Resultados

A selection of key statistics from this project

  • 100% Compatible con dispositivos móviles en el momento del lanzamiento
  • 1.48 sec Velocidad media de carga de la página en su lanzamiento
  • 52% Conversiones impulsadas por la búsqueda pagada en los primeros 10 meses
  • 77k Impresiones orgánicas en los primeros 10 meses

El resumen

Como esta tienda era nueva en el mercado, no había un sitio web existente, ni tenían un nombre de marca, identidad o logotipo, antes de que el proyecto comenzara, así que teníamos un lienzo en blanco para trabajar.

El equipo de It Looks Fit tenía muy pocos conocimientos sobre el uso de la plataforma Shopify o sobre el proceso de creación de un sitio web o sobre cómo construir una marca exitosa antes del inicio del proyecto.

Nuestra experta guía y consejo fue bien recibida por nuestro socio y fue felizmente llevada de la mano de principio a fin.

Objectives

  • Create a new brand identity

  • Build and devolop brand awareness

  • Launch D2C fashion website

  • Increase business through site

Working with Herd on this project was a pleasure. Seeing my new brand take shape from initial concept to launch with the expert team of Shopify developers' input and guidance was really invaluable. I am delighted to see It Looks Fit going from strength to strength with my new eCommerce brand, and taking a share of this competitive market.

Greg Saunderson Director General

Cómo lo hicimos

Our Shopify expert developers and in-house design team created the impressive website, focussing on a modern mobile-first design, outstanding UX and ease of use as our main priorities, with the ability to allow the site to grow in the future. The chosen platform for the site was Shopify to which we applied our custom build theme to deliver a high performing, eCommerce website to meet the client’s needs.

The “Shop the look” feature is a bespoke piece of development which facilitates the upselling of various complementary product items. The feature is fully customisable by the client and is driven by Shopify’s collection functionality. Furthermore, the aim is to leverage on social media influencers to promote a complete outfit and point users to a product page whereby the whole outfit is visible and available to purchase.

The site uses some user-friendly integrations on the product page which are developed to assist sale conversions.

The integration of Klarna allows users to make purchases whist spreading the cost over a comfortable time frame. We have also developed a “back in stock” feature which enables users to register their interest in a product that is currently out of stock. When the item becomes available again, the user will receive an email to inform them.

From the initial brief, a robust web presence with strong UX and eCommerce functionality was the main goal for the project. The site would be a hub for social media platforms to drive traffic and assist conversion rates. We futureproofed the site by designing a bespoke platform to enable our partner to expand and deliver their own brand in the future with ease.

Once the website was launched our Digital PR team supported our partner in publicising official launch press releases reaching out to both local and national publications to generate brand awareness and gain high quality links to improve their site authority from launch.

Our paid search team proposed running Google Ads to increase both sales and brand awareness from the going live date. We created Google Shopping campaigns to help promote products to users. As Google Shopping is a visual form of advertising this was our main priority ensuring that the correct information was presented to the user before they have visited the site.

We established audiences in Google Analytics to retarget those visitors that had not completed a purchase but were still actively searching for products to re-capture them and complete the sale to maximise ROI.

Puntos destacados del proyecto

1

Diseño y Desarrollo de Shopify

El diseño del sitio se creó utilizando las directrices de la marca existentes para ayudar a establecer y desarrollar la presencia en línea.

2

Solución gestionada por el proyecto

Todos los proyectos de desarrollo web son supervisados por un gestor de proyectos y un desarrollador principal. Los hitos clave se definen desde el principio, estructurando la entrega del proyecto.

3

Funcionalidad de Drop Shipping

El Drop Shipping es un gran método de envío para las empresas de nueva creación o para cuando el espacio de almacenamiento de existencias es limitado. Esta integración se puede lograr sin problemas en la plataforma Shopify.

4

Búsqueda de pago

Se implementaron anuncios de búsqueda de pago en Google para generar más tráfico y conversiones.

5

Publicidad de pago

Los canales sociales se crearon desde cero con una estrategia para no sólo aumentar los seguidores, sino también el compromiso y generar conciencia de marca.

6

Automatizaciones de correo electrónico

Se crearon campañas automatizadas de cestas abandonadas para atraer a los usuarios de vuelta al sitio y completar su compra.