Childrensalon.com, the largest online retailer for children’s designer fashion, has revealed a new-look website and blog. The developments include moving towards a content-rich website and the adopt ion of a fully-responsive design, a strategic decision that follows one taken by Selfridges at the end of last year as part of its £40m investment in multichannel.
Childrensalon’s in-house team of fashion editors, stylists and content marketers will update the re-vamped site weekly with seasonal trends, high-profile interviews, designer features, videos and guest edited bespoke boutiques. The user experience has also been upgraded with what is described as a “sleeker, seamless design and the introduction of state-of-the-art responsive technology, ensuring the same great experience regardless of device, environment or behaviour.”
The upmarket childrenswear retailer generates over 1m unique monthly visitors to its site, with a turnover of £28.5m last year and a forecast of £42m for 2015. It adopted ecommerce in 1999 during the dotcom bubble, and now offers over 270 brands from around the world, including Dolce & Gabbana and Moschino, to a global audience in over 130 countries. With 2015 cited as the year for m-commerce, the company’s new site comes at prime time.
“We’ve already seen staggering growth this year, especially since launching our mobile-optimised site, which has almost doubled in conversion rate” comments Digital and Brand Director Sorcha Harriman-Smith.
Childrensalon, which was founded in 1952 and also trades from a boutique in Tunbridge Wells, will mirror the move of several other retailers and place an increasing emphasis on editorial content. The company’s new blog, the Tiny Times, will document the latest news and trends in childrenswear, and act as an outlet to pitch its unique selling points.
“This is another exciting chapter for us. Being able to innovate in the digital sphere whilst still delivering on our promise of dressing children beautifully is incredibly rewarding,” adds Michele Harriman-Smith, CEO of Childrensalon.