Due West is a high-end fashion collection that began in 1973 as purveyors of fine leather goods. They have since evolved into a concept store and gallery space for luxury streetwear, premium outerwear, and accessories. They offer curated fashion of the highest quality.
Ultimately, Due West wanted to improve the design, look, and user experience for the website. They were looking for a high-end e-commerce store rather than a site that looked like a portfolio of fashion images.
There were a number of customizations that they wanted to implement, such as custom functionality, custom Homepages and internal Pages, as well as customisations to the product pages. Due West were looking for a team that could help them steadily progress their growth through well thought through updates. Essentially, Due West has two major parts to their website: Streetwear and Outerwear. They wanted to accommodate the subdivision menus for customers shopping in either of these two categories. Blend had pinpointed that this was harming conversion through our analysis, and this needed to be addressed as priority.
Due West discussed that they wanted these preferences to be saved so that any subsequent visits would direct customers to the preference that they opted for on their first visit. Blend felt that this was a great option that could make an impact on their conversion. These custom Homepages and internal pages needed to be designed in a way to let customers navigate to their desired subdivisions on the store quickly and easily, so that the customer experience was geared towards helping them find the products they really wanted.
I really enjoyed working on this project. I designed it, liaised with the client to get the design signed off, and then built it. The custom product page was really fun working on and we did loads of custom things like splitting the brand name out from the title to link to the brand page. There is also a weird funky size selector that tells you how many are left in stock in the dropdown that I enjoyed working on. One of my favourite features for this site is the image scroller and how the content and description remain on the right of the screen but the picture scrolls. I really loved working on this site and it’s a project that I am really proud of.
Front-end Shopify Developer
Following Blend’s initial discussions with Due West, we understood that they had promotions just about everywhere on their site, and we opted to use the Flex Theme by Out of the Sandbox to support these Mega Menus. They wanted in-depth Mega Menus with no simple drop-down menus. There were also plenty of columns, collections, images and promotions and this was something that the Flex Theme does well. We felt that this would mean that shoppers would have a much easier way of finding the products that they wanted, but were not necessarily aware of.
One of the challenges with this project was that our client wanted the ability to toggle through product images on the collection page as well as an add-to-cart button added to each product image. The logic here was that customers who shop online also shopped in store, and together, Blend and Due West decided that this would give some of the same experience online, as it does in store. This needed to be done in such a way that site speed wouldn’t be affected, sowe created a dynamic, custom solution to make this a reality.
Given the amount of brands and products, we also improved the filtering on the Due West site using an app called Filter Tools, so that filters are categorised into groups, for example, colour, product type or brand. They are dynamically shown or hidden appropriately for each collection, so we can be sure that we’re providing the customer with clear signposting to the products they’re looking for.
Three months after the start of our initial partnership, Due West had an increase of 49% in Revenue, an increase of 2% in conversion, an increase of Online Store Sessions of 26% and Total Orders increased by 41% when compared with the same period of the previous year.
As we continue to help Due West grow in our partnership, we’re now focused on helping them achieve their next set of goals for the business.