ABOUT

Edwin is an authentic denim brand priding itself on innovation and craftsmanship, using exclusive fabrics and utilising unique technology, fabrication and hand-wash processes.

After extending their bricks and mortar retail presence in Europe with new stores in Paris, Milan and Berlin, Edwin also wanted to improve the online shopping experience and ultimately increase sales.

According to consumer surveys almost a third of shoppers think jeans are the most difficult item of clothing to buy online. The problem lies in customers ordering jeans that do not fit properly, resulting in a high number of returns.

In addition to the difficult nature of selling jeans online Sennep also identified other issues with Edwin’s website. A number of broken user journeys led potential customers to pages with product information but with no option to buy, causing frustrated customer to leaving the website. This was mainly due to the global website and the online shop being split over two domains with lack of synergy between the two.

We worked closely with our client to understand the target audience and their decision-making process ahead of making a purchase, and combined this insight with a thorough analysis of Edwin’s existing website data.

With an understanding of the emotional drivers as well as the hard data we started the process by merging the two domains and by streamlining all user journeys with search engine optimisation in mind.

In our attempt to break down the barrier of buying jeans online and reducing the number of returns we designed an interactive fit-guide, that in addition to provide the usual measurements and product information, gives a highly visual guidance of the different styles. By dragging a slider users can see a pair of jeans from every angle and compare it next to a different style.

The redesign of the website lead to an increase of 48% in sales in the fist 6 months.