A tailored strategy from Arekibo
Magee Clothing was established in 1866 by John Magee as a small draper’s shop in Donegal, Ireland, selling handwoven tweed. Some 145 years later Magee is recognised as one of Ireland’s most luxurious fashion brands and when Magee decided to develop their ecommerce presence they selected Arekibo.
The brief was to create an online presence that would merge the traditional identity of the brand with technical innovation to allow their international clientelle to purchase their products in an intuitive and modern environment.
Tradition maintained in a modern context
Arekibo’s team worked with the Magee team through a series of strategy workshops to produced the ecommerce blueprint that would position Magee as the specialist Irish clothing label in the international marketplace. Once the strategy was developed the design team worked with Magee to create the online brand.
The site design had to capture the essence of the brand and clearly present Magee’s suite of products including men’s and women’s clothing, home furnishing and their weaving collection. To capture the heritage and history of Magee, Arekibo created The Magee Story an interactive timeline that illustrates the evolution of the 145 year old brand.
The site is developed upon the Adobe Business Catalyst business platform that provides Magee with a comprehensive suite of features including content management, CRM, online store, email marketing, reporting and analytics. To support the international expansion of the brand the site is augmented with geo-location features allowing Magee to market and sell individual products ranges to their diverse target markets.
International digital branding sewn up
Since the site was launched in 2010, traffic has increased to over 4,000 page impressions a week, with online sales set to double in 2011 in Ireland, UK, Europe and America.
Magee now has an international online sales strategy to augment its traditional Irish-based proposition.
“This digital phase of our long term marketing strategy has worked out brilliantly. Arekibo worked hard and showed real creativity in helping to move Magee to an online international ecommerce platform. The decision to move into ecommerce was the best one we’ve made in years.”
Charlotte Temple, Marketing Director, Magee Clothing
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