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Andy Francis Co-founder of e-marketing agency E-style

The first thing that strikes me on premium womenswear brand Sara Berman’s website is a lack of colour and a large number of words in capital letters. Ordinarily, I would be put off immediately, but somehow it seems to work. This template-based website is very simple to navigate around, with no frills or fuss.

Sara Berman aims to fly the flag for British design and the ‘Philosophy’ section of the site says that as much of the brand’s manufacturing as possible is carried out in the UK. With more people taking an interest in where product is made, it is a point I feel the brand could make more of.

Concentrating on product, the merchandising is done very simply.

A mouseover-triggered alternative shot of each product is a nice touch. The checkout process is very easy to follow and registration for new customers is simple; plus Sara Berman offers free delivery worldwide. Sorting by name and price is easy to find, although sorting by colour would be helpful.

Product photography could do with a little investment. The model shots are all similar. A little imagination would make the browsing experience a lot better.

The search facility is also a bit of a letdown. A search for ‘dress’ finds 50 results, of which only 12 are dresses. A search for ‘bag’ brings up all sorts of products, from sweaters and dresses to scarves and hoodies.

Elements such as style notes and inspirations from ‘Sara’s World’ and the blog are good additions and are updated regularly.

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