As one of South Korea’s leading fashion marketplaces, W Concept needed their site to reflect their cutting-edge brand identity. Originally built on Magento Open Source 1.9, the website had difficulty handling the thousands of SKUs from the hundreds of designer brands featured by W Concept. Magento 2.2.5 was the right opportunity to resolve performance issues and increase page speed. After struggling to break into the American market they also needed to redesign their entire site to create a user experience that would be more familiar to the U.S. audiences. W Concept chose Corra to redesign and migrate their site because of their detailed process and reputation for delivering exceptional results for fashion brands like Eileen Fisher and St. John Knits.
In addition to facilitating a large data migration effort, Corra sought to simplify a site that previously contained over 80 different modules. W Concept adds a large number of styles every month so Corra leveraged and customized native Magento 2 widgets to give admins more control on product selection. Corra also customized the Catalog Products List Widget to provide the W Concept team with an admin-like table experience, allowing them to easily narrow down products to be promoted on the front-end, e.g. assigning SKUs to specific lists like “spring sale.”
Corra also built a custom logic to streamline the internal operations of W Concept’s team. Now, when a new SKU is imported into Magento from M Order, Color, Size and Brand attributes are automatically referenced against the master record. Once the mapping is saved for a product with certain attributes, all of the SKUs that have the same attributes are automatically mapped, reducing manual processes and significantly increasing efficiency for W Concept’s merchandisers.
With the original design based on the Korean site, Corra’s UX designers revised category navigation to better align to North American expectations. The new full-bleed display uses showstopping imagery to tell the brand story and highlight products, while personalized recommendations and editorial content drive engagement.
The new W Concept website truly reflects the identity of the brand throughout the entire experience. Corra also enabled opportunities for personalization, designing the customer journey to include numerous key places where the product collections presented were shaped by shopping and browsing history, favorited items, most popular items, etc. This reconfiguration empowers sales strategies and helps convert shoppers at a higher rate. The new front-end design results in a visual-driven shopping experience that inspires shoppers and ultimately drives growth and revenue for W Concept.
