THE WEBSITE MANUAL

From top left: Erdem, Celine, Zara, FarFetch, Chloe, 3.1 Phillip Lim, Stella McCartney, Raf Simons.

The design and layout of the PH7 website was based on the clean and minimal aesthetic of the brand identity, this is demonstrated through the limited use of text, and strong yet simple imagery to display the clothing. The website is modern in its approach to design and simple for the consumer to shop the site easily and enjoy the overall experience without feeling frustrated or confused.

Inspiration for the design and functionality of the website was also taken from various different websites, ranging from designer outlets to highstreet, which appealed to the brand image (see opposite). These websites helped to decipher what appeals to the consumer and what is viable when designing a minimal online luxury retailer. These existing sites also presented fashion in a simplistic yet effective way as they leave a lasting impact without overhwelming the consumer with information. As a brand, PH7’s aim is to welcome the consumer to an enjoyable experience which will enhance their shopping and encourage them to return to the site or recommend to their friends.

THE OVERALL DESIGN

The homepage is minimal in its content with just three main images on a continuous rotation to immediately communicate the brand’s clean and fashionable image. The scale of the images contrast with the minimal amount of content on the homepage with just the brand logo, the menu above the images and the social platforms listed below (click on letters to link you to PH7 social platforms). The homepage also offers details such as an adjustable currency and language in the top left hand corner, which will become vital when expanding the business abroad in the future. The top right hand corner also offers the customer a search bar where they decrease browsing time by typing in their desired item and find it without looking through lists of clothing on the product pages. Finally, the diamond in the bottom right hand corner is a consistent motif throughout the brand identity as it aids the layout of some of the pages on the site. This diamond represents a unique account for the returning customer. Once a customer has purchased an item of clothing from the PH7 site, they are automatically signed up to a ‘My PH7’ Account which includes their shopping basket, their wish list for future purchases, PH7 Live and PH7 Recommends.

THE HOMEPAGE

Please go to ‘My PH7’ located above the search bar in the top right hand corner.

Welcome to My PH7. This page is the customer’s own personal account which they can log into upon arrival to the site. There are four main features to the customer’s PH7 account which are presented in the central diamond on the page.

MY PH7

THE CUSTOMER’S PERSONAL ACCOUNT

Please click on My Rail.

My Rail is PH7’s version of ‘My Basket’. While the customer shops the site and finds items as they browse, they can save items to ‘My Rail’ which is an option located on each individual product page. To give the customer more of an opportunity to try on their potential purchases the items saved to ‘My Rail’ are showcased on a rail alongside their saved shoes and accessories. At this stage customers can remove items or return to the site and add more. If the customer likes their saved items they can ‘enter the changing room’. The Changing Room feature was included as the primary researched showed that many consumers liked the idea of being able to try on clothing in a virtual space as it helped them decide whether the item was right for them or not. (See Appendix)

Please click on ‘Enter Changing Room’ located at the bottom right hand corner of the page.

The concept of the virtual changing room was first introduced into online retail by Selfridges and has since been adapted by high street brand H&M. The changing room provides the customer with a sample size 8 model where they can dress her in their chosen clothing and accessories to see if the outfits work. This gives the customer an incentive to then go on and purchase the item or gives them that opportunity to remove the item from their list.

MY RAIL

Please return to ‘My PH7’ by clicking onto it at the top right hand corner of the page. Or simply

click back until you find yourself on the main ‘My PH7’ diamond page.

Please click on ‘My Wishlist.’

MY WISHLIST

My Wishlist is a place for the customer to save items they are considering buying in the future or simply items they love but do not intend on necessarily purchasing. My Wishlist presents the customer’s saved items as an unlimited collage which can they can scroll down as they add to it. When the customer wants to view an item from the collage, they can click on the image which will then present a full image of the garment with its details. This is accompanied by a button for the customer to add the item to ‘My Rail’ for purchasing or a button for the customer to remove the item from their Wishlist. My Wishlist is a chance for the consumer to create their own dream closet and view fashion in a creative moodboard format with the intention of purchasing some of their favourite items.

Please return to ‘My PH7’ by clicking back onto it at the top right hand corner of the page. Or simply click back until you find yourself on the main ‘My

PH7’ diamond page.

Please click on ‘PH7 Recommends’.

PH7 RECOMMENDS

PH7 Recommends is a place for PH7 to directly advertise to the customer by suggesting items they might like based on a personal questionnaire they can fill out. It was revealed in the focus group that consumers liked the idea of a questionnaire to help aid their shopping experience (See Appendix).This short questionnaire changes every season to suit the current trends that the consumer may like and suggests what items from the site may suit their style.

Please click ‘View Results’ at the bottom right hand corner of the page

Depending on the customer’s answers, they are provided with style advice for the season, which matches their interests and are given a list of items from the PH7 site, which they may like. This allows PH7 to advertise to the customer on a personal level.

Please return to ‘My PH7’ by clicking back onto it at the top right hand corner of the page. Or simply click back until

you find yourself on the main ‘My PH7’ diamond page.

Please click on ‘PH7 Live’.

PH7 LIVE

PH7 Live provides the consumer with a destination for them to share their favourite items with others via the social platforms such as Facebook, Twitter, Pinterest and Tumblr.

Please click on grey arrow.

PH7 Live takes customers straight to the brand’s various social platforms where they can mention them and tag the brand in their comments. Customers can also see other customers’ comments about items of clothing, which may encourage customers to browse them. Customers can access PH7 Live without clicking on My PH7 by clicking ‘Share’ on a product page. This button appears next to a product image and when clicked, immediately sets up a comment including the item’s link which can be posted straight away.

Thank you for browsing ‘My PH7’.

Please go to menu and click on ‘Clothing’, then click ‘Dresses’ from the drop down menu.

PRODUCT PAGE

Please click on central large image for individual product page.

The individual product page displays more detailing of the garment that the customer has selected. Here, the customer can read about the garment’s material, care details, look at its detailing in terms of fastening or embroidery and view close-ups. The customer is also provided with the My PH7 diamond which allows them to ‘share’ the item with their friends via the social platforms, add to ‘My Rail’ and add to ‘My Wishlist’. The product page also includes a list of recommended products based on the item they’re viewing at the time.

Please go to menu bar and click ‘Designers’, then click ‘Good One’ at the top of the drop down menu.

Welcome to the product page. Instead of a standard listed product page, PH7 presents its products on the models so that the customer can view the clothing on a model rather than a flat product image. To view each dress on the page the customer can scroll through them with the arrows on either side or choose from the smaller images at the bottom, which display the entire range, not visible on the larger scale menu.

The menu down the side of the product page allows the customer to filter their search. They can choose to search by colour, size, price, material or attribute (ethical criteria). This allows the customer to break down their search and save them from browsing through large amounts of products not suited to their taste. (Menu filters displayed at back of manual).

THE DESIGNER PROFILE PAGE

The ‘Designers’ drop down menu is listed with top 5 designers at the time with a ‘See All’ option which the customer can click on to view the entire library of designers hosted on the site in alphabetical order.

Welcome to the Designer homepage. This is an example of what the homepage of each designer hosted on the site will look like. The designer homepage includes a brief biography of the designer alongside imagery from their collections. The page also displays PH7 Look Book imagery of their clothing, which is hosted on the site. The page also includes an ethical checklist of what the specific designer does to be noted as an ethical fashion company; this is shown through the symbols on the right. This reinforces the transparency of the brand as customers are able to view how ethical a brand is and in which ways. Consumers can also shop the designer’s collection through this page.

Please go to menu bar and click ‘Features’.

FEATURES

Welcome to PH7 Features. This aspect of the site brings the brand to life and brings more to the consumer than just shopping. From primary research it become evident that consumers enjoyed additional features to a retail site as long as they enhanced their shopping experience.

Please click on ‘Behind the Scenes.

BEHIND THE SCENES

Behind the Scenes is the consumer’s sneak peek into the production of the latest look book. This feature captures all the work that went on behind the scenes at the shoot and provides the consumer with the ability to see what goes on at PH7. This reinforces the brand’s transparency as all aspects are being revealed to the consumer. The film also allows the customer to watch what happened so that they feel involved, this can then be shared between them and also discussed via the social platforms such as YouTube.

Please return to ‘Features’ page via the menu bar at the top or simply go back a page.

Please go to ‘PH7 Edit’.

PH7 Edit is a direct article from the editors of the PH7 site suggesting their own favourite items from the site at the time. The PH7 Edit also covers the latest trends and colours of the season to inspire the customer whilst shopping. Customers can then ‘Shop the Look’ form the PH7 Edit and are suggested a range of clothing. The PH7 Edit is not there to push trends but to inspire the consumer and demonstrate that ethical fashion can be integrated into a mainstream fashion wardrobe.

PH7 EDIT

Please return to ‘Features’ page via the menu bar at the top or simply go back a page.

Please click on ‘Lifestyle’

PH7 LIFESTYLE

Lifestyle provides the customer with an insight into the ethical luxury lifestyle outside of fashion. This feature demonstrates how they can integrate sustainability into their lives without sacrificing luxury or pleasure. By including this feature, PH7 is becoming the customer’s go-to site as it is covering a number of aspects of their lives and highlighting that fashion and lifestyle go hand in hand. The Lifestyle feature also suggests limited edition ethical products from luxury brands which customers can purchase from the site.

Please return to ‘Features’ page via the menu bar at the top or simply go back a page.

Please click on ‘Interviews’.

INTERVIEWS

Interviews is an opportunity for the customer to read about their favourite designers or understand the background behind the garments they are interested in or have just purchased. The Interviews feature acts as an editorial aspect of the site and pages can be flicked through via the scroll along the bottom, providing the customer with a variation of interviews with the different designers hosted on the site. This furthermore reinforces the brand’s transparent nature as consumers are being presented with a detailed interview with the designers covering the production of their clothing and the origins of the individual brands. This will also appeal to the target consumer as they are educated and so will want to read more information and news regarding their favourite designers.

THE MENU FILTERS