The document discusses the importance of branding in fashion e-commerce and how it can enhance conversion rates, emphasizing that many online fashion stores have become generic. It showcases various successful projects by Fabrique, illustrating how they transformed brand identities and online presence for companies like Viktor & Rolf, 3Suisses, and Omoda. Ultimately, the document highlights the potential for significant conversion increases when branding is thoughtfully integrated with design and user experience.

1. Fashion e-commerce:
branding and conversion
living happily ever after

2. In fashion, just like many other industries,
branding is everything. But, in an increasingly
online world, this presents a problem. Success
is determined by the laws of conversion, not by
offering serendipity. Sadly, this is why online
fashion stores are starting to look the same.
Do you refuse to be next in line for the cookie
cutter? We support that! At Fabrique we take
branding seriously; branding that creates
a difference.
Here are some examples of our work. You will see
that brands and conversion actually make a pretty
good couple… when they are paired carefully.
Pieter Jongerius
Partner and fashion e-commerce strategist

3. Together with artist duo Lernert and
Sander, Fabrique developed a website
that is seamlessly in line with this
tradition.
The haute couture web design displays
collections, portraits and news in a
stylish way, and provides a historical
overview of 20 years of Viktor&Rolf.
This is not merely a website, it’s a
fashion statement!
viktor-rolf.com
Winner Red Dot Communication Design Award 2013
VIKTOR&ROLF
Fashion house Viktor&Rolf operates on the interface between
art and fashion. With extravagant and theatrical projects,
Viktor&Rolf look for extremes.

4. 3SUISSES
3suisses.fr
Oracle Commerce/Endeca, in cooperation with 3Suisses
In less than five months Fabrique
brought more fashion sense, more
style into every aspect of 3Suisses.
We completely redesigned their visual
identity and print media from the
logo up, along with their web store
and applications. Not a haute couture
image, but a style that fits the brand.
Consequently, 3suisses.fr is no longer
just an online catalogue, it’s an inspiring,
high converting, high volume pure player.
3Suisses is one of the largest online department stores in France.
An international company with a rich history
dating back to 1932.

5. App store:bit.ly/3suissesappios
Google Play:bit.ly/3suissesappandroid
Inspiration is at the core of the new
3Suisses. We designed a magazine to
replace the old catalogue.The content
is shared between all media and has
been made interactive in the 3Suisses
Tablet/Smartphone application.

6. First, we defined the GINGER brand
values and positioning. We based this
on their core proposition ‘Come as you
are’.The message:GINGER garments
are made to complement a person’s
own style and wardrobe.
The uniqueness of the products and
the individuality of the person wearing
GINGER
New brand, new stores, new webstore, new rules. The brand
GINGER stands for slow fashion — pieces that can be worn
for years, lovingly made from handpicked quality material.
gingercollections.be
Magento Enterprise, in cooperation with Kega
them are shown in the Collections
section. Individual women are invited
to present their personal GINGER
favourites, together with their private
collection of garments and objects.
The story is not about GINGER – it’s all
about the shopper!

8. Fabrique assisted The Sting in
redefining their brand, to help them
expand internationally. We translated
the unique store interior into a concept
and visual identity for the web.
The design process was largely
research-based, which contributed
to a very high conversion percentage.
THESTING
The Sting is a casual fashion brand with stores throughout the
United Kingdom, the Netherlands and more. Dark materials
and prominent video walls give their stores a club ambience.
thesting.com
Hybris Commerce, in cooperation with Unic/Oramon

9. Style first. In workshops with SuperTrash
we set the points of departure for
the online style. From the refined
and feminine graphic details to the
tantalising persuasive design techniques
(such as the ‘Steal of the Day’), this
website breathed the brand values of
SuperTrash:international, feminine,
sexy and innovative.
SUPERTRASH
The owner of SuperTrash, Olcay Gulsen, knows better than
most how to build a brand – her global brand SuperTrash is
a perfect example of this.
TableTop E-commerce, in cooperation with Xsarus
Winner Red Dot Communication Design Award 2012

10. The webshop is friendly and a touch
idiosyncratic. It features trends and
extensive service options, as well as a
fully developed loyalty platform called
‘Club Omoda’.
OMODA
Omoda, a Dutch family business, runs the largest shoe web store
in the Benelux. They sell more than 200 different brands
of shoes, bags and accessories.
omoda.com
TableTop E-commerce, in cooperation with Xsarus
Many Omoda buyers feel like they are
part of a big family.To strengthen this
feeling we fully integrated social media,
reviews and numerous contact options.
Even a live video chat: come say hi!

11. We are kind of like a chameleon:we
adapt our colour to the brand of the
client. With this in mind we designed
the new webstore for Kleertjes.com,
the first expression of a new visual
identity of the company. In this first
release, we designed a basic but playful
and inspiring site. We also provided
interaction design consultancy for
higher conversion on specific pages.
KLEERTJES.COM
Kleertjes.com is the largest multibrand fashion webstore
in the Benelux for babies, children and maternity.
Their motto: the joy of growing together.
kleertjes.com
In cooperation with ID Interactive

12. By any standard, Mallett is an authority
in their segment.The understated design
puts the collection first and underlines
150 years of heritage.
It was our mission to make the house
of Mallett more accessible. First of
all by starting to sell items of up to
£20,000 online. Secondly, by initiating
an extensive encyclopaedia that has
information on everything about makers,
techniques, materials, periods and more.
MALLETT
Mallett Antiques serves the wealthiest of the planet.
As a renowned English luxury antiques house, Mallett has
branches in London, New York and Hong Kong.
mallettantiques.com
Pimcore, in cooperation with Kega

13. Their new website fits their mission:
‘To create the most inspiring, exciting
and engaging Design Museum in the
world.’ We expressed the layered nature
of design by having titles, buttons, text
and images slide over one another.The
full responsive web shop offers unique
limited editions and special products.
All in all, Designmuseum.org integrates
practical information clearly with
inspiration and commercial objectives.
DESIGNMUSEUM
The Design Museum in London attracts more than 200,000
visitors a year with exhibitions on graphic design, fashion,
industrial design and architecture.
designmuseum.org
.NET / Azure / Shopify, in cooperation with Q42
Winner iF Communications Design Award 2015

14. Want to know how to build a great marriage
between your brand and better conversion?
With the joint efforts of our teams, implementation
partners and especially our clients, we typically
increase conversion rates by 25%-50%.
Consider us for brand development and
innovation, design for conversion and inspiration
and creative design consultancy.
Like to know more? Contact Pieter Jongerius at
pieter@fabrique.nl or +31-654-787-664
www.fabrique.nl/en/fashion
Amsterdam, The Netherlands