Launched earlier this year, Watch-That-Label.com aims to bring new design talent to the masses.
The home page has good imagery but the section above the fold contains few links to take users into the actual site.
The top-line navigation focuses more on ‘Meet the designers’ rather than the transactional area, with the ‘Clothing’ tab sat towards the right-hand side, making it less noticeable.
The ‘Meet the designers’ section has a list of designers which users can click on to get more information. However, when Drapers tested the site, a number of these pages had the message ‘New Collection Arriving Soon’ rather than any further information, which was frustrating.
Individual product pages are set out slightly differently to other sites, with the images on the right and information on the left. Currency options are given on this page via a clear pop-up. It also offers styling tips.
While product pages do have a zoom option, there are no multiple image options, meaning customers are unable to see the back of a jacket, for example. The ‘Add to basket’ button is not particularly clear and is below the fold, which could leave shoppers confused as to whether the item is available to buy or not.