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Agentprovocateur.com - Does it work?

Agentprovocateur.com styles itself as ‘the sexiest website in the world’, and looking at the home page, it lives up to this claim. A prominent, striking image makes the brand message very clear.

David Brint

David Brint

David Brint, Sales and marketing director at online imagery provider SpinMe

We are immediately made aware of what Agent Provocateur sells, and where it is positioned in the market - it’s a far cry from the more ‘vanilla’ approach of retailers like Marks & Spencer.

The retail industry sometimes forgets that for women, buying lingerie is more than just ‘shopping’ - it’s an experience. This concept is beautifully illustrated by the tagline ‘Adventures in Lingerie’, with the user invited to ‘Make her a star of a lingerie adventure this Valentine’s Day’.

Site navigation is made easy by grouping products intuitively. The tabs at the top of the page allow you to view products in the combination of your choice, with categories like bridal, swimwear, lingerie and hosiery as well as more seasonal options like Valentine’s Gifts and the spring/summer 13 range.

When a tab is hovered over, drop-down menus display more navigation options, making it even easier to find the perfect item. Agentprovocateur.com has cleverly tapped in to the fact that many men and women choose lingerie by colour rather than design, and has included options such as black and bright to its Valentine’s Gift range.

When viewing individual products, the lace and satin details can be seen clearly with the zoom function, as well as giving the viewer a clear idea of where bra straps will be exposed under clothing, and what it can be worn with.

Back views are also available, which are essential if the user is to judge the fit of an item. By giving users all the information they need to make a purchase, Agentprovocateur.com removes any potential confusion from the buying process, no doubt minimising returns at the same time.

The imagery is fantastic, and strikes a perfect balance between stylistic photography and simple product photography. The user is presented with dramatic, editorial-style photo and video campaigns on landing pages, but when it comes to viewing products close-up, simplicity is key. To enhance the site’s imagery further, Agentprovocateur.com could introduce 360-degree spin imagery to increase the user’s level of control.

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