Femme & Fierce is on online fashion retailer for strong, sassy, feminine, independent women with attitude, who like to express themselves through bold colours, luxurious fabrics and playful prints. The companies Founder, Stephanie, who ran popular Home is… Concept Store in Amsterdam Zuid for five years, was eager to retain her connection with shoppers and still offer personal touches once her business went online.
The new boss in e-commerce.
Our brief was to create a custom webshop with a distinctive style that brought the brand to life, encouraged sales and felt friendly and fun.
We began by developing a highly creative, bold and iconic concept with a vintage edge called ‘Pinky Boss’ that captured the essence of the brand.
We said, Pinky Boss is ‘Refined elegance, grace, sensual presence and playfulness, with a little rock n roll. It’s the Audrey, Marilyn, Debbie Harry and Patti Smith within. It is standing out and blending in. Pinky Boss is an attitude for empowered women, everywhere.’
Then with careful art direction, combining strong fonts with a 70’s influence and a colour palette of pink, black and red, we created an unmistakable design style.
For the site architecture we opted for a cascading left navigation that allowed users to easily browse categories, brands and collections, while leaving plenty of real estate for the products to really fill the screen.
The interaction design and animations are the shining stars of Femme and Fierce, adding bags of personality with sassy copy to match, that completes a memorable user experiencer.
We recognised early in the design process the importance of good product imagery. Although photo assets were available, they were supplied by the clothing labels and didn’t compliment the Femme and Fierce brand. We solved this by shooting the collections ourselves in a style that suited the webshop beautifully!
Finally we added chat functionality so Stephanie could offer on-demand personalised style advice, anywhere, anytime.
The result was a fashionable webshop that brimmed with style.