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The Berief

Au Départ was founded way back in 1834. The brand reached great success in the 1920s, when it was considered as one of the four greatest French trunk-makers alongside Louis Vuitton, Goyard and Moynat. Some decades later, Au Départ, already merged with competitor Moynat, entered a ‘sleeping mode‘ in 1976. Now the brand is back again with a really fresh take on bespoke trunks, bags, accessories and high-tech for cosmopolitan nomads. To bring this fresh vision to life, Au Départ chose me to design and develop a bespoke Shopify build, migrating over from other ecommerce platforms Commercelayer and WordPress. With search and collection merchandising, advanced filtering and logic, app integrations, technical optimisations, and a web design overhaul, we launched Au Départ’s new website to focus on maximising conversions and the user experience, unlocking its full potential. 


Bespoke Shopify Theme Design and Development

The design is what truly makes this project special. Being a high-profile fashion label, it was important that I captured web design that was consistent with the brand. To do this, we initially carried out a full discovery phase for the project, exploring key brand guide considerations, competitors, and the current online presence of the brand. This enabled me to ensure that the design phase matched Au Départ’s image, goals, and mission for this exciting project. The overall feel of the website is sleek and thin, and products in the collection pages and shop look sections are displayed beautifully so that customers can easily find what they are looking for. To bring the design to life, our in-house Shopify development team used the best-practice processes to ensure that the performance of the website was optimised, so that the design could be displayed with minimal page loading times, with KPIs such as conversion rate being maximised and bounce rate minimised respectively. Implementing technologies such as advanced filtering and logic into this design helped show the correct variant to the customer upon filtering by colour, further strengthening these KPIs. 


Shopify Migration and Advanced App Integrations

Au Départ wanted to unlock their online store’s full potential and functionality, which is why they chose to migrateto the more powerful ecommerce platform that is Shopify. This migration process from Commercelayer and WordPress, supported by us that Au Départ could access better features and deliver a stronger ecommerce experience.

What’s more, is that the brand could benefit from Shopify’s wide range of advanced apps available on the platform to further enhance functionality and how the business can operate. For this project, we integrated Algolia which meant that search and collection merchandising could be maximised and allow customers to navigate the online store more efficiently. In addition to this, we integrated Klaviyo into Au Départ’s online store to facilitate email marketing, helping the brand manage customer relationships, build loyalty and improve LTV to increase the success of the brand and help it meet its strategic objectives. 

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