LBi Munich faced big challenges when developing a website for a prestigious German fashion label and mail order company, Elégance. The exclusiveness of the fashion collections of Elégance had to be translated to the online platform. At the same time it was crucial to attract the right target group – mature women – with both intuitive information architecture and appealing design.
Part of this projects workstream was to create an online shop which would fully exploit the potential of the online channel for the German premium fashion label.
Learning the lesson form the print catalogue
The concept of the website was to perfectly interact with the already well established print catalogue. The release of the latest catalogue was visually reflected online as the website colours, image concept, and other relevant content would be updated to provide the overall communication with a maximum of consistency and novelty.
Connect online shopping with fashion journalism
Female customers can explore the online diverse world of Elégance be it the digital magazine,containing interesting information, such as: latest fashion trends, accessories and fabrics. The online service enables direct online ordering and a wide service section, which inclusive of newsletters, sizing tips, washing instructions, and other relevant information.
International Rollout
The re-launch of the German website was immediately followed by an international rollout for the English, French, Belgian, Swiss and Austrian websites. The concept and content was adapted to accommodate the special needs and requirements of each individual country.
‘Especially the design and the straight and comprehensible information architecture were a big issue for the re-launch of our website. LBi did a great job translating the Elégance design to the online platform by focussing on the target group. The brand section and the online shop are related and connected in a unique way and provide our customers with a great deal of information and opportunities.’ Gil Pfitzenmaier, Project Manager, Marketing Elégance.
‘The graphical concept combines exclusive fashion design and innovative e-shop technology at it’s best. The new Elégance online world points out all the values of our products: uniqueness, quality and innovative design.’ Horst Rose, CEO Elégance.
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