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Not Just a Label (NJAL) describes itself as “the leading global business directory for showcasing avant-garde fashion designers of today, nurturing the upcoming talents of tomorrow”.

This innovative concept gives young designers or brands the opportunity to showcase their product on a transactional website, with NJAL taking a commission on product sold.

The site includes a ‘Supporting Celebrities’ area which shows images of celebrities wearing product from designers on the site, encouraging users to go to ‘The Shop’ section. However, the navigation does not stand out and The Shop section is right at the bottom of a navigation list, making it easy for users to miss.

Within The Shop there are clear designer descriptions and zoom tools, as well as price options in a number of currencies. However, there are a number of filter options absent, including colour, size and designer filters, that would make the user journey an easier one.

There are also designer interviews, profiles and celebrity followings,giving designers a great opportunity to showcase their work. However, there is work to be done to make this a customer-friendly transactional experience.

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