Making a Splash in the World of Fashion

Developing the online home of an Australian fashion house

Challenge

As Australia's leading lifestyle swimwear brand, Seafolly has a seasonal range of over 1,200 pieces including bikinis, one-piece bathing suits, separates, towels, matching hats, bags, thongs and sunglasses. Deepend's challenge was to present the entire range online, yet still create a stylish boutique experience, befitting of the brand.

Deepend carried out a thorough round of investigation and research, interviewing stakeholders in the swimwear market and gauging from them the influences on beachwear, their shopping habits and what they would expect from Seafolly online.

Response

The entire user experience on the Seafolly site is geared at taking the user as far down the purchase path as possible. Users are able to browse the extensive range by 'story' group, ensuring they are never exposed to an overwhelming range of items. The 'My Collection' tool allows users to collate their favourite pieces of swimwear, then email or print these selections including the details of their nearest store.

Providing a physical means of generating a shopping list bridges the gap between website and physical store, helping to convert sales when the ability to sell online is not available.

Result

The 1,200+ piece range is presented in an easy to use, intuitive format, resulting in a site design that caters to all spectrums of the lifestyle swimwear market. It is inviting for those wanting to have a light browse, whilst informative for those wanting full details of the entire Seafolly range.

Awards

2007

AIMIA

Best Online Retail

Finalist

Over 1,500 pieces

of swimwear presented in an intuitive format

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