Launched in February during London Fashion Week, Fred-and-ginger.com was created by design agency Thought by Design as a platform for designer Victoria Holt’s lingerie brand.
The site has on average 20,000 page impressions a month. Wholesale sales have quadrupled since its launch but retail sales have been slow. This is not surprising, though, given the only area of the site that is transactional at present is bridal lingerie.
The site embraces the 1950s Hollywood glamour that characterises Fred & Ginger’s lingerie, and this theme runs throughout. The “Collections” section aims to give visitors a movie experience using stills and is the perfect format for an online look book (as long as users have Flash). A light bulb border surrounding the site content throughout is reminiscent of a hollywood dressing room mirror and gives consistency.
Fred & Ginger will launch a fully transactional site in mid-October. Planned improvements to the site include adding a magnifying glass function whereby users can drag the icon over garments to see more detail.
Overall, a great design with a feel that is perfectly aligned with the brand’s image. Now it needs to prove it can also be a great place to shop.