Foschini
Website

2011

Role - Senior Designer, Art Direction
Client - Foschini
Agency - Native VML
Creative Director - Adam Whitehouse

Link: www.foschini.co.za

Foschini is one of South Africa’s largest department retailers for women. Foschini approached Native to redesign their website which had grown dated and was receiving negative feedback from customers.

The aim was to create a brand experience that brought the Foschini vision to life - to dress fashionable women with confidence and educate customers about Foschini’s diverse range of products.

Talking to customers revealed some useful insights around shopping behaviour. For most women, shopping is not just a functional experience, but also emotional and tactile. Because of this, women shop in two distinct ways, either for specific products or based on looks. The challenge was to facilitate these two very different journeys.

The solution was to turn the site into a virtual storefront that followed the theme of Foschini stores. The homepage features beautiful full screen photographs which cycle through a number of current themes. Each theme features a variety of different looks, and the customer can dig deeper by exploring each theme in greater detail, facilitating the more emotive user journey.

Customers looking for something specific can use the menu system which facilitates exploring items via product categories. Related looks are always presented alongside specific products, showing the versatility of the range.

Following the launch of the website in May 2011 there was an immediate jump in traffic despite no launch campaign or marketing drive. Within the first year the site was visited over 162, 000 times by over 98, 000 unique visitors, with over 36, 000 users activating their accounts on the site since launch.

- The Homepage "Storefront" featuring a number of themes

- The Homepage "Storefront" featuring a number of themes

- The THeme detail Page featuring a number of Looks

- The THeme detail Page featuring a number of Looks

- The Look Detail Page

- The Look Detail Page

- THE Product Detail Page

- THE Product Detail Page

- THE Category Listing Page

- THE Category Listing Page

Work in Progress

Some early iterations of the Homepage "storefront" explored using typography to visualise the number of themes and embedded looks, as well as vertical scrolling between themes.

foschini-07-4.jpg