Another fashion brand? Just when you thought the market was as saturated as possible, another brand and another look become the next big thing. While we won’t make prediction about our next business’s success, we can say for certain that it has one major asset: a well-designed website.
Website Reviewed: Urban Originals
Website URL: http://www.uo.com.au/
The Urban Originals website pulls you into the brand from the moment you fall onto the landing page. A white background with subtle pink flowers forms a contemporary feeling with just a hint of vintage. This theme is carried throughout the website. Models holding or wearing the accessories are shown in several successive photos to introduce visitors to the company’s products, while a navigation bar allows you to begin shopping as soon as the inclination strikes.
In addition to a fully functional ecommerce site, this business website also has a blog, a short history of the brand (“our story”) and look books for the past few years. The blog seems to be regularly updated with relevant information, although much of it would be better placed on a “Press” page. Another critique: every site has a glitch, and this one’s particular flaw seems to be in the blog’s “recent posts”. While you might expect clicking on a recent post item to take you to that item, it instead takes you to a page with just the title and no pictures or text.
All flaws aside, the website appears to be a very efficient and very branded means of raising awareness about the Urban Originals line while also offering a venue for selling the products. The retail section of the website is organized well and allows a variety of domestic and international payment and shipping options. For those who can’t afford the products just now, a mailing list, Twitter, and Facebook page enable interacting with the brand in the future.
Creativity: 4 stars. The somewhat neutral brown palette is a perfect fit for the accessories, many of which have bright accents that might clash with a bolder color scheme. In addition, all elements are designed to complement the brand. The only real design flaw is the font used on the sidebar, which is a little bland for a fashion company.
Ease of use: 5 stars. This website is very easy to use and makes ordering from a variety of countries easy—a real challenge that many businesses face. In addition, it seamlessly blends branding content and actual sales content, which can be a difficult line to toe.
Functionality: 4 stars. There are brand-building links to Facebook and Twitter, but there are a few structural flaws in the blog. Hopefully these will be cleared up soon so viewers can enjoy older posts without endless scrolling.
Content: 5 stars. The content is well written and professional with no errors. The ‘voice’ is appropriate for a fashion business.
Appropriateness: 5 stars. This accessory company has a fabulous CSS website that will be an asset in the years to come.
Overall: 4.6 out of 5 stars.