From inventing the dungaree to mastering Japanese Selvedge denim, Lee Jeans has always been the brand for savvy style followers. We were given a unique challenge - adhere to eCommerce best practices whilst also using a wealth of aspirational lifestyle content to create an editorially led user experience.
Lee is a brand driven by influence and style - from collaborations with Terry Richardson and Vivienne Westwood through to well established relationships with fashion bloggers - the brand combines authentic heritage with contemporary influences to create a unique position in the denim market.
Since 2010, we've worked closely with Lee evolving their digital presence from what was once nothing more than a brochure, through to an editorial led inspiration platform, before layering in a full eCommerce shopping experience in 2014.
Now firmly established as a key revenue channel for the brand, performing above financial targets across eight European territories, we have continued to support the mix of brand equity and driving revenues through eCommerce performance.
A key part of the success of the website is the close collaboration between all stakeholders - the brand Marketing and eCommerce teams, brand advertising agency The Satisfaction and eCommerce providers HermesNextec.
We gather input from all stakeholders through multi-day workshops to allow all parties to share their input and performance feedback, before following a Design Thinking influenced iterative processes that allows us to quickly and collaboratively agree on key activities to evolve the website whilst not losing site of brand goals.
From our workshop, several key improvements across Conversion, User Experience, eCRM Strategy, and Brand Equity were agreed upon:
- Accelerate eCRM signups
- Improve responsive navigation
- Support bricks and mortar investment
- Showcase the premium Lee 101 product line
- Stronger integration of Social Proof
Prominent newsletter sign up
To help drive the eCRM database we created a new, more prominent, signup form that provided a more sophisticated user experience than just the standard full-screen overlay option utilised by many. In order to get the feel of this right, we created rapid animation prototypes using atomic.io for stakeholder feedback.
The existing Mega Navigation was heavily text driven, which didn't integrate well with such a visual site. We streamlined the items based on analysis of Google Analytics to create a stripped back navigation to provide clearer user journeys. To ensure this didn't affect conversion, options were A/B Tested.
Updated Store Locator
With key investment into launching bricks and mortar stores in key European Cities, the brand wanted to highlight their locations alongside wholesale stockists. A custom Google Maps integration was developed to allow the brand to highlight their key outlets.
A premium page for a premium product
Inspired by their popular Tumblr beloved of denim lovers, pasteboard style pages for their premium Lee 101 were designed that showcased lifestyle content alongside product photography, integrated with quickbuy popups to drive users directly from an inspiration platform to a shopping funnel.
With a large Instagram following, and renowned Bloggers and Influencers supporting the brand, we built a custom platform to allow the brand to leverage this social content by integrating it with product feeds and creating links directly into sales funnels. A simple yet powerful layout editor allows custom layouts to be generated based on product relevant tags.
RetroFuzz understands the importance of user experience, and in working in close collaboration to get the best possible result. What we now have is a site that presents Lee in a fresh new way. It demonstrates our trend-led approach, inspiring our existing wearers to explore other styles, and introducing Lee to those who may be new to the brand as it is today.
CHRIS MCGIVERN - LEE DIGITAL MARKETING MANAGER