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Fashion brands and fashion retailers in small to medium businesses rely heavily on Open Source software to launch and maintain their online stores. Best practices are shared worldwide creating an uniform way of offering and visualizing fashion products.
Software platforms as Magento, WordPress and cloud platforms as Shopify and Lightspeedhq offer modern basic templates which can be used and modified to match companies branding rules.
This continued use of standard structures has made it possible to act on the growth of mobile devices without investing heavily in custom design. Unfortunately it has also lead to plenty of stores looking alike except from a different logo, imagery, fonts and colors.
Creating a unique design is taking a risk but it is also the way to focus deeply on your type of customer and the specific requirements of their buying behaviour. Tools as Mouseflow and Hotjar can give you a deep insight in how your visitors navigate through your site next to use of Google analytics as to minimize the risks of creating structures your users do not understand or find to complex to navigate.
A unique design should lead to a good performance in the amount of visited pages, the size of orders and of course the loyalty of the customer. Let me show you our newest unique design for Bylotte.nl inspired by a well balanced concept by bylotte's team and their branding agency and translated into navigational E-commerce structures by H1.nl. Enjoy!