Award-winning UI/UX & development on Shopify
Cambridge Clothing
Offering an extensive range of fits, fabric options, price points and styles for all occasions.
About the project
Cambridge Clothing has long been a prestigious name in menswear in Australia and New Zealand, known for their high-quality suits that blend classic techniques with modern sensibilities. They are one of Australia's leading manufacturers and retailers. They have a strong presence in major department stores, operate several flagship stores across the country, and have dressed generations of men.
Despite their success in traditional retail, they recognised the need for a more dynamic online presence. Before engaging with Flux, their website served primarily as a digital catalogue.
Visit the Site →
2024 Award Winner
Best Shopping Experience Optimisation for CambridgeClothing.com
Services, technology & apps
Shopify
Leveraged Meta Objects and Metafields for custom size guides.
ERP Integration with AP21
Ensured seamless integration for product availability and delivery.
Custom Features
Developed "Complete the Look" and custom product swatching functionalities. Despite their success in traditional retail, they recognised the need for a more dynamic online presence. Before engaging with Flux, their website served primarily as a digital catalogue.\
Data-backed results
Enhanced user experience and customer engagement through innovative UI/UX design. Built with dynamic design adaptability to evolve with changing fashion trends and brand campaigns.
Process
Discovery & Strategy
Ideation & Moodboards
User Flow Mapping
Information Architecture
Wire Framing & Prototyping
Bespoke UI, UX & CX Design
Shopify Development
Ongoing Support & Optimisation
Built with
Figma (Design)
Shopify (CMS & Development)
Squarespace (CMS)
Shopify (Ecommerce)
Problem
Cambridge Clothing wanted to expand their success in traditional retail into the digital realm. Despite their strong brand recognition and quality products, their existing website lacked the dynamic, interactive features needed for a modern eCommerce platform.
They approached us with the goal of transforming their website into a leading eCommerce platform that mirrored the brand image they had carefully fostered in-store. They aimed to capture new audiences who prioritise convenience and online accessibility while maintaining the brand's high standards.
Solution
It was time to build their eCommerce experience from the ground up, and we saw a great opportunity to take Cambridge Clothing straight to the forefront of online retail. We focused on creating an online store that reflected the personalised and cultured touch synonymous with their brand with features including:
Custom Size Guide
We developed a tailored size guide for each vendor and project type, leveraging Shopify's Meta Objects and Metafields. This solution enhanced usability and responsiveness across devices, significantly reducing the common pain points associated with online suit shopping.
Complete the Look Feature
Curated by brand designers, this feature provides personalised suggestions similar to in-store associate advice. It encouraged users to explore and buy complementary items that enhanced their selections.
Custom Product Swatching
We introduced a feature that allowed users to visualise suits in various configurations and accessories directly on product pages. This innovation maintained the functionality of the existing ERP system for B2B and stock services while enriching the customer's visual shopping experience.
ERP Integration
Seamlessly integrated detailed product descriptions, high-quality images, and user interface elements with AP21. This ensured product availability and delivery expectations were transparently managed, enhancing customer trust and reducing perceived risks.
Challenges
Developing a platform that handles intricate product details while maintaining high performance across all devices presented significant challenges. Here's how we tackled them:
Product Fit and Sizing Concerns
Traditional online stores often provide generic sizing charts that don't account for the nuances of different body shapes and suit styles. Our custom size guide addressed this issue by providing a more personalised and accurate sizing solution.
Lack of Personalised Service
Customers value advice on style, fit, and coordination with other apparel, which can be lacking on standard eCommerce platforms. Our "Complete the Look" feature mimicked the personalised suggestions one might receive from a store associate, helping to bridge this gap.
Difficulty in Visualising Products
Our custom product swatching feature allowed users to see products in different variations directly on collection and product pages, significantly enhancing their visual shopping experience.
Perceived Risk of Purchase
We mitigated the perceived risks of a high-worth purchase through ERP integration with AP21, which provided detailed product descriptions, high-quality images, and clear, reassuring customer service policies. This seamless integration ensured that product availability and delivery expectations were transparently managed, enhancing customer trust.
Impact
The redevelopment of CambridgeClothing.com set a new standard for eCommerce efficiency and aesthetics. Now, the site:
Aligns with Cambridge Clothing's historic brand values and visuals.
Delivers a unique user experience in the suiting industry.
Is built with dynamic design adaptability for evolving fashion trends and brand campaigns.
