Business Edge

Designing web sites for the fashion, apparel, and entertainment industries is one of the most challenging assignments that our creative management team handles. To these clients, image is everything, and the image they portray on their web sites can make or break their message.

However, image can't be everything in our design – in order to shop, learn, and be engaged by the site it must follow the same usability rules as any other web site.

What is the number 1 rule in Fashion, apparel, and Entertainment websites? Don't try to be so cool that your visitors can't figure out how to navigate your web site.

CASE STUDY: Amerex Group apparel

Challenge
Q. How does an outwear company re-launch a brand that has been dormant for years but still has brand recognition in the industry, and at the same time launch another new brand AND a new corporate web site?

A. Design a user-focused Web site with valuable features to increase customer conversion, retention and loyalty of its long-time customer base.

Background
The Gerry Brand has a long and rich history, starting in 1945, when Gerald "Gerry" Cunningham founded Gerry Mountaineering Equipment Co. In the 1970's, the Gerry Sportswear Company created the "Super Sweater", the original puffy down jackets. Gerry continues to be a pioneer in the industry, supplying superior outerwear that combines versatility, style, and performance.

Amerex Group, the company that owns the Gerry name, also needed to re-design its own corporate web site, and in addition had a new brand called "Weather Tamer", a family-oriented line of outerwear to launch. In all, 3 new web sites were needed, all with different content, audiences, and goals.

Since August 2002, Amerex Group has been working with Business-Edge.com to enhance its online brand presence, increase functionality and streamline performance to help meet its growth goals. In addition, Amerex Group also worked with Business-Edge.com to develop a long-term site strategy to provide a consistent customer experience across all Amerex Group channels, and deepen relationships with customers to build loyalty.

Solution

Business-Edge.com helped Amerex Group apply a user-centric approach toward its Web site strategy and development. Through research and workshops, Business-Edge.com and Amerex Group collaborated on developing an iterative, long-term site strategy with initiatives to increase conversion, grow online revenue, and increase customer retention.

Results

Since the web site launched, Amerex Group has grown in many ways, by creating licensing agreements with companies such as Gloria Vanderbilt, Rampage, and Earthbound.