timeless everyday luxury clothing good enough for James Bond Content ManagementUser ExperienceIntegration 160 years of English craftsmanship Founded in 1860, Sunspel is an innovative British brand with a contemporary edge. They make timeless everyday luxury clothing; the foundation of the modern wardrobe. Sunspel is famous for its iconic T-Shirt and boxer short designs, its innovation with fabrics, and lastly, no other than James Bond’s Polo Riviera in Casino Royale. Talk about legendary luxury fashion! User Experience Category page redesign With a centenary tradition in making iconic garments sought by fans of understated fashion, a key opportunity for Sunspel is cross-selling into other, high-value lines such as knitwear, coats and trousers. To seize this opportunity, we emphasised hero category pages such as menswear using Magento’s native Page Builder content tool, which analytics data showed to be a key page for new customers and organic traffic. The redesign of this page aims to offer customers a curated selection of bestselling products in key categories, as well as offering an at-a-glance look of merchandised outfits to encourage customers to discover the full collection, ideal for browsers and those newer to the brand. Integration Search and recommendations Working with Klevu Search to better allow users to discover the full Sunspel range, we built out the search overlay to offer advanced search recommendations and product discoverability features such as popular searches and real-time search. User Experience A luxurious product detail page Sunspel is known for its elegant and timeless design that advocates the highest quality products and fabrics. To thread this brand promise into the website all the way through to checkout, we dressed Sunspel’s PDP to impress. We wanted to include all the important elements for users to explore each garment in depth. From beautiful hero pictures dominating the viewport, to description, fabric information and the all-important delivery and returns information. Below the fold, users can learn about the rich history of Sunspel T-Shirt making. Did you know Sunspel was producing some of the early T-Shirts in the early 1900s? When you spend over a century perfecting your craft, you want your customers to know! Content Management Your turn... Content modules Content is key for fashion brands to engage and convert customers. Sunspel was already using storytelling and product curation to give customers an enjoyable experience whereby they can learn more about their products, but this experience online often felt disjointed and didn’t reflect the expertise of the staff in their physical retail spaces. We wanted to give Sunspel the means to bring these stories and expertise to life on their website and weave content throughout their customers’ ecommerce experience. To do this, we created custom Page Builder content modules, a collection of easy to implement content block layouts for the marketing team to combine product photography, copy blocks and overlays that bring products to life as they would when browsing the physical collection in-store. Content Management Page Builder Timeline block A historic fashion brand with a rich heritage needs to make their history a key component of the user journey for new customers. We gave the Sunspel team the means to tell their story with a home-cooked Magento Timeline widget, powered by Magento Page Builder. This way they can bring their history to life and keep adding to their timeline as time goes by, not limited by static or bespoke design approaches.
