Four-store denim indie Donna Ida will relaunch its website in August in a bid to replicate its in-store experience online.
The new-look site will put more of an emphasis on images and have a stronger editorial feel to direct users from the home page to different areas of the site. Blog content will be increased, with daily updates on celebrity styles and catwalk trends, as well as the latest denim looks.
Increased filtering options will also be added to allow users to search through the site more easily.
Donna Ida’s in-store Denim Clinic, which provides shoppers with style advisers, will be replicated online in video form to demonstrate the fit of jeans on different body shapes and offer tips on style.
The indie also wants to increase interaction with online shoppers by encouraging customers to upload images of themselves wearing denim products to the site, which is at www.donnaida.com.
A spokeswoman said: “At Donna Ida boutiques our customers get great service from our team of denim experts, so we want to make sure they get the same level of service from our online store.”
Donna Ida, which has three stores in London, opened its fourth store in January in Guildford, Surrey. Brands stocked include Mother, MiH Jeans and James Jeans.