TM Lewin tailors its site


TM Lewin, the multichannel retailer of mens and womens
tailoring and accessories, is relaunching its website this month.
Director Andrew Mossman told Catalogue/e-business that
there will be a “radical” change in the site’s look
and feel, with the introduction of left-hand navigation
throughout as well as “a lot more product information,
better photography and product zoom”. Ecommerce agency Snow
Valley, on whose platform the site is built, is carrying out the
overhaul.

“The current site does not adequately reflect our quality
product and is out of line with our new stores’ shopping
experience,” Mossman said.

The old site was getting tired, and the user experience was
becoming “frayed around the edges,” added Snow Valley
creative director Sam Andrews. He envisioned the brand as a
“sharp suit” in need of a website with a “bang
up-to-date” design.

Snow Valley carried out usability reviews, sent out
questionnaires to the site’s users, undertook competitor analysis
and staged workshops with TM Lewin and Snow Valley staff to get
feedback from the front line.

TM Lewin, which mails catalogues monthly, achieves 20 per cent of
sales via the web and mail order. Mossman believes that the new
site will significantly increase its direct sales, especially
internationally, as one of the key features of the new site is a
multicurrency functionality.

“We already have a sizable overseas online business,”
Mossman said, with around 30 per cent of web sales coming from
outside the UK, “and we think there is a lot more scope,
especially in the USA and Western Europe.”

 

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