Landing on the home page of the French Connection site, Frenchconnection.com, customers are immediately greeted with the retailer’s latest advertising campaign, ‘You are man? You are woman?’.
Rather than just using the campaign images, French Connection has uploaded videos from the campaign onto this page. It’s eye-catching but there are no links to the product pages except in the top-line navigation.
After clicking through to a specific section of the site, the page feels much more like a store, with different promotional blocks sending customers to different areas of the site.
Editorial features include an ‘Editor’s Picks’ section, which directs customers to buy the outfit shown. A look book works in the same way and allows product to be shown on models as well as invisible mannequins.
On product pages a number of image views are available, as well as a zoom tool and video option.
Overall, the site has got all the basics right, with a good mix of editorial content and product.
The online features push customers back to the transactional area and a blog offers detailed information, as well as a more personal feel.