GIVe by George Davies

eCommerce expertise for 2009's biggest fashion brand launch

Background

GIVe is a line of 'Affordable Luxury' women's clothing, the fourth mega-brand to be launched by George Davies; the man behind Next, the George in George @ Asda, and the saviour of Marks & Spencer with his per una line.

GIVe was a rapid launch of the highest standards achieved in eight months including 25 stores, an eCommerce website, in-store kiosks and a call centre.

The Problem

With three massive fashion brand launches under their belts, George Davies’ management company - S’porter - had plenty of retail experience, but had never taken an eCommerce store online for their own brands before.
They needed a partner who could provide assistance in achieving best practice in supplier selection, customer experience, web production, online marketing and ongoing review and improvement of their eCommerce operation.

Shine's Solution

Shine Marketing worked with GIVe form the earliest days of the brand’s conception, providing consultancy to guide the selection of the right eCommerce platform for their business. We ran user testing on a number off competitor sites to guide the design and user journeys as the site began development. As the site progressed we provided front-end development skills and advice on accessibility and search-friendly content and in the closing stages we provided further user testing on the site prior to go-live to iron out any remaining wrinkles and ensure the same high standards of user-experience as are being set in-store.
We continue to provide support for an ongoing process of reviews, testing and site improvement, as well as search and email marketing to drive visitors to the ecommerce store.

The Results

The site was launched on-time and on budget on 29th September 2009. We had successfully gained 1st page rankings on Google, Yahoo! and Bing for the term “Give” prior to launch, as well as gathering thousands of email addresses on our ShineEmail platform.
The reaction from the press, including Grazia, Woman and Home and others has been enormously positive and initial sales conversions exceed expectations.