Launched a year ago, contemporary womenswear chain Jigsaw’s website has a clean design, which is led by lifestyle imagery.
Designed by Pod1, the navigation is clear and the visuals are key to driving traffic to all areas of the site. The clothing section of the site has a “key looks” area that showcases full-length model shots in a look book format.
The rest of the site also uses model shots but when each image is hovered over these can also be seen as static product shots. This is a simple answer to the model versus product/mannequin debate.
Jigsaw says the model images show drape, fit and proportions, as well as styling ideas, and it has seen a 10% to 15% decrease in returns as a result.
After initial teething problems with its content management system (CMS), online sales for autumn 09 are up 70% on last season and traffic is continuing to grow.
To keep customers on its site for longer, Jigsaw has introduced features such as the “latest” section, which gives customers an update on news, promotions and events. This adds personality but needs to be more prominently signposted on the transactional area of the site in order to drive more people towards it.