When the dream of sustainability and increased sales go hand-in-hand

The journey is sustainable - the destination is a higher conversion rate

Basic Apparel is a slow fashion brand that lives and breathes by the vision that we do not need more clothes – but better clothes. Creating designs that you want to wear again and again and that have a much longer lifespan than a single season is printed in the DNA. This is the vision Basic Apparel lives by every day, which is why the main focus so far has also been on branding and communicating good values.

When an e-commerce business focuses primarily on brand and identity, it often results in a lack of parallel commercial thinking. This is a challenge we often see with many fashion brands, where the goal ultimately is about getting brand identity and commercial purpose to come together.

For this reason, Basic Apparel reached out to us, wanting to leverage our knowledge and experience with ambitious brands. It was important for them to maintain the brand identity while focusing on sales and conversions without compromising the brand values. The aim was to significantly increase the conversion rate on the webshop, where the focus had previously been more on conveying an important purpose.

The clear objective of the collaboration was to prepare the webshop to meet expectations for the potential unlocked by their investment from Løvens Hule (Denmark’s version of Shark Tank). It was essential for Basic Apparel to be ready for the expected increase in traffic.

Mixing it up and preserving important elements

The solution was to create a custom design where the core concept is preserved. We decided that a template solution would not be sufficient to meet the goals that needed to be achieved. The starting point was the current branding strategy, but with a focus on making the webshop much more user-friendly, inspiring and commercial.

Basic Apparel's long-term strategy was to expand beyond the country's borders, so the webshop had to be built with the aim of easily expanding into new markets without technology imposing limitations. Therefore, we moved Basic Apparel to an internal flow that we created, designed for easy changes and implementations to be made centrally or individually per webshop, depending on the needs.

We thought about an international setup from the start and streamlining previous elements so that Basic Apparel could be ready for an exciting growth journey.

Prepared for a growth adventure

As a result, Basic Apparel now has a setup that is geared for the traffic that will arise after their participation in Løvens Hule, and a setup that is ready to meet the accompanying expectations for their growth journey.

The setup is also in line with both the brand's values and commercial objective. In addition, Basic Apparel is well equipped and prepared to grow at high speed without being limited by technology.

Basic Apparel is now geared to press the gas pedal, it is entirely up to them how fast they want to accelerate - as development time is no longer a limiting factor.

This gives Basic Apparel the opportunity for a completely different conversation about strategy, where discussion about technical setup does not have to be a topic of conversation. They are already geared up for what lies ahead.

In addition, the design now fully aligns with the branding strategy, combined with a solution that is optimized to convert visitors to shoppers - in an inspiring and user-friendly way. Existing elements have been modified, staying true to the vision, and concretely, Basic Apparel's frontend and backend have been significantly improved compared to the original.