E-business, on-line communications and marketing
Fake London is part of the thriving London fashion scene with clothes distributed globally and available in stores such as Harvey Nichols, Selfridges and individual boutique retailers. Fake have a fantastic product, adorned by the stars and wanted their web site to reflect their strong, quirky, individual personality introducing visual elements from the brands and seasonal collections. They also identified a requirement to offer clothes on-line to allow them to sell in territories where there was interest but no retail network.
Solution
Dusted developed a web site integrating the print based identity and series of dynamic on-line galleries which allows visitors to view and drill down categories quickly and easily. The site was built dynamically and supported by a bespoke content management system that was tailored around the specific needs of the clothes and the shopping basket system. The on-line shopping experience allows you to view galleries, click close ups and then view the detail to choose colours and sizes. When you are happy with your selections, email confirmation and order number are distributed automatically and data entered into the database to track fulfilment and extract for CRM purposes. The purchaser is then called to confirm the order details, payment method and any special delivery details. This was a considered approach as the brand deals personally with high value informed fashion purchasers who wouldn’t necessarily buy luxury goods on-line with a credit card. Phase three will introduce on-line payments to certain global territories and business partners based on focussed research.
Return
Fake London now have total control over their content and seasonal collections. They can manage the transition between Spring/Summer and Autumn/Winter on-line with single entries dynamically populating the entire site. The ‘end-of-line’ and ‘last season’ items now have a vehicle for disposal that cuts out additional retail supply chain costs. Collections can be scaled and viewed accordingly with scope to include any rich media from catwalk shows, events, additional product lines launches and sub-brands. The shopping basket is predicted to ROI within month one based on global sales enquiries and product unit cost.