New e-commerce website presents shoppers with high-impact imagery of fashions from top designers

New e-commerce website presents shoppers with high-impact imagery of fashions from top designers

Online women’s designed fashion retailer Issay.com has updated its website with features specifically requested by customers, such as “My Loves” (a “virtual closet” wish list), social sharing and shopper reviews, and high-resolution, 360-degree interactive viewing of every item in the store.

To further showcase merchandise and upcoming trends, the new Isaay.com also includes “The Trend,” a video-based blog that gives shoppers detailed tongue-in-cheek cameos of select items in everyday situations. The site was developed by digital agency Fluid.

“Fluid’s team brought both design and user experience expertise as well as digital shopping technology that quickly enabled us to expand the functionality and scope of Isaay.com,” said Gary Shar, chief executive and founder of Isaay.com. “What’s most exciting is some of the new features and functions like our expanded Trend Area, lookbooks, outfit pages, a designer boutique, and other enhancements that will really set us apart.”

From the outset, the agency said its overarching objective was to showcase all the high-fashion merchandise in the best way, even if it meant creating high-resolution photography of every product and featuring more than 25,000 original photos and product descriptions.

Optimally managing content

To keep the project on track and on budget, extensive use was made of Fluid Experience, Fluid’s dynamic imaging and interactive merchandising module that it said can boost shopper conversion rates by 15-40% by delivering rich, high-impact merchandising and mouse-over zoom. Fluid Experience also provides Isaay the cost benefits of rapid implementation, flexible hosting options, quick customization, and easy maintenance, it added.

The underlying foundation of the new Isaay website is provided by Demandware’s SiteGenesis pre-built storefront application, for which Fluid has developed a Demandware adaptor to deliver integration with the Demandware Commerce platform and shorten development time.

“We chose to work with Fluid of because of their work methodology and their team. Their ability to understand us creatively and functionally was very important to us — Fluid is unique in that their team works hand-in-hand with you, and acts in such a manner it’s as if they owned the site themselves,” added Shar. “We regularly receive compliments from vendors and customers about the design and functionality of our site.”