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Kristine Kirby Home shopping director at lifestyle retailer Fat Face

Martin & Osa is a US brand from the owners of American Eagle Outfitters, aimed at the 20- to 40-year-old market, and it is known for classic but contemporary clothing, with an emphasis on denim.

Most people in the UK probably haven’t heard of the retailer, but for those of us who are always searching for the ultimate in ways to sell a look, or a bundle of looks, then its website is somewhere you have to visit.

The navigational structure is clear, it has strong brand and product photography, and it makes great use

of contextual shopping tips - hover over a product on the men’s category page, for example, and you get a message to “Get this item” and if you click on it, a “Quick shop” box pops up. The site makes shopping easy, and the customer is never more than a click or two away from product to basket.

The “Shop by outfit” options is what makes this site stand out though. Click on this from the navigation and you can click on any outfit and see it in full worn by a model on the left, with each individual item on the right of the page. You can expand to choose colour and size, or choose all items or just selected ones from a single page, and then add your selection to your basket.

As a customer, this sort of website makes shopping simple, and as a retailer it increases average transaction value and average transaction quantity - a win-win for everyone.

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