Case Study – Review website
'Left of field' approach to website design results in a work of art that really does work.
Our brief from fashion retailer Review Australia was to blend gorgeous design – mirroring the design status of Review apparel – with an interactive site that would strengthen customer relationships and build brand loyalty.
Connecting Images approached the project with the view that while fashion is most often associated with apparel, it is also inherent in many of our life experiences.
Based on this premise, Review's new website has delivered far more than originally envisaged by our client. It is not only beautiful, it allows visitors to discover and discuss new trends and inspiration across style, music, design and culture.
"What an absolute pleasure it is to have assistance from Connecting Images. They are extremely talented and always helpful. They are so 'in the know' with everything our target market is interested in, and have taught me a great deal about what it takes to make and promote a successful website."
Lisa Infante, Review Australia
Website
www.review-australia.com
The site distils Review’s brand message – feminine, romantic, elegant, quirky – into a single element: a beautiful antique jewellery box, with an eclectic mix of classic and contemporary garments emerging from within.
The design creates a sense of intrigue to engage the visitor, and the site is clean and simple for them to navigate.
In addition, as Review delivers up to 20 new styles in store every week, the site has been designed in a way that makes it easy for our client to implement range updates in-house.
Review blog
A particularly successful feature of the website is an online diary (or blog), which provides a weekly fashion forecast. It includes latest Review news and events, snapshots of new ranges, tips, trend alerts, and varying items of interest to the Review shopper.
It is also an effective way to drive traffic to the Review website. Google loves sites that update their content regularly.
Review dressing room
A place where Review customers can interact with the latest Review pieces, dragging and dropping onto a mannequin to create their perfect ensemble. Designed to spark desire and drive traffic into stores.
Facebook group
Connecting Images identified that Facebook was a prime social networking site used by Review’s target market, and Review’s Facebook group – entitled ‘Review: shopping and style secrets’ – is growing by the day.
The group acts as a forum for Review shoppers to discuss all things fashion; to comment on Review’s newest collection, share styling tips, and tell Review what they want to see in store.
The Facebook platform allows Review to instantly communicate with all group members, notifying them of promotions, rewards and exclusive events.
How we make it easy for our client
The product images appearing on the Review website need to be changed constantly to remain current, as new garments are being released all the time.
To enable our client to inexpensively create their own images for the web, we set up a photographic studio within their premises and trained in-house operators in photography, image management and uploading to the web. This process is now entirely self sufficient.
We continue to provide 'back end' support services on a retainer basis:
- analysing the website's performance regularly
- making recommendations to maintain its high ranking
- writing and uploading original content for the blog every week
- updating various aspects of the website to keep it fresh and absolutely current
Objectives
- Communicate how on-trend and quickly turned around Review designs are – prompt store visits
- Communicate the exclusivity of the pieces – necessitate regular store visits
- Communicate with customers and engage them on an emotional level – ongoing relationship builds goodwill and brand loyalty
- Provide information for customers, employees and job seekers
- Craft a clean, stylish and dynamic web interface to raise the profile of the Review brand
- Deliver a site that enables Review to easily manage content and updates
Strategy
- Craft a website that engages and intrigues visitors
- Create desire and drive traffic in store
- Create virtual 'dressing room' to allow for mix and matching newest ranges
- Create a forum for passionate fashionistas to discuss what they love about the brand and share experiences
- 'Become a member'
Results
- The client is able to inexpensively update dynamic sections of the website with new images on a regular basis – managed entirely in-house.
- The site generates a significant number of visits on a monthly basis
- A good level of user engagement is being achieved, demonstrated by the average time spent on the site
Back to case studies.