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Based and born in Brisbane, Charcoal Clothing specialises in effortlessly cool women’s fashion. Since 2018, they’ve grown steadily and now deliver on-trend clothing worldwide and in their Australian retail stores. As their brand and product line evolved, Charcoal needed a website that could handle their growth and elevation—now and in the years to come.
How do you achieve that? You build with evolution in mind.
Rebuilding a website is no small feat. Charcoal’s new online store fulfils all the requirements of a brand ready to take on a whole new level of growth.
But that’s the beauty of partnership. When Charcoal engaged us, they combined their industry knowledge and experience with our digital expertise. They looked to us for strategic eComm guidance and website feature recommendations.
Digital’s non-stop. So, Charcoal needed an agile website capable of easily adapting to digital and brand changes as they continue to experience massive growth.
Over the years, multiple developers had made Charcoal’s old site what it was. As a result, there were many bugs to clear and legacy issues to address—like laggy site speed, low performance and a chunky tech stack.
We designed Charcoal’s Shopify Plus theme with a clear design vision that complimented their clothing aesthetic. As a result, Charcoal’s eComm store now consistently represents and positions the brand for authentic growth in its market.
Charcoal’s customers love styling guidance, so creative UX in this space was our priority. We showcased lifestyle imagery via the Lookbook page and added a Mix & Match functionality, so users could design their own style with coordinated outfit ideas. We also implemented custom in-cart upsells and ‘Shop The Look’ features, which allowed customers to see a styled outfit and purchase all items without leaving the page!
With such a big catalogue, we needed to work on a better way to sort and organise Charcoal’s products for a more intuitive user experience.
We focused on linking matching products together, allowing customers to build their ideal outfits. This incorporated a browsing experience with styling suggestions, as well as clear navigation for customers looking for specific pieces.