Endless Wardrobe Homepage Mobile

Endless Wardrobe How do you build a new experience for fashion consumption?

Endless Wardrobe is breaking boundaries in the world of women's fashion by offering: rent, buy new, and buy good as new all in one place. It's an innovative idea, but one that was being hindered by the limitations of Shopify. Endless Wardrobe came to us to build them something bespoke and perfectly optimised, so they could push for success as big as their ideas.

We started with an extensive analysis of other rental fashion sites and quickly discovered that many other brands were having the same problem, which gave us the perfect opportunity to become trailblazers by identifying the first solution to mitigate the issues.

London, UK / 2020

At a glance

 

Craft CMS eCommerce system with bespoke rental management

Bespoke Craft CMS website with custom rental booking interface

User experience and strategy

Endless Wardrobe  Rental Listing Desktop

Rental first

We decided to focus on rentals as the primary funnel to capture interest, but provide the alternative, buying, as a constant (but subtly articulated) upsell presence. This meant that users looking to rent a product for a particular event or occasion could purchase the item if they fell for it (the other way around being less likely). With this strategy in place, we got to work designing an incredibly simple to use calendar filtering system which brought up the products available based on the user's occasion dates and various preferences.

Calendar experience

The calendar was designed to combine a start date with a fixed rental duration. This complemented Endless Wardrobe's unique business model, whereby rental durations are specific to payment terms and re-stocking logic. While simple to use and beautiful to look at, the calendar function was complex to code and had to include availability logic in the back end, including blackout days and return availability offsets based on despatch times.

Descriptions promote rentals, while tempting you to buy

The product description displays the rental price and call to action for the selected duration, dates and sizes. But it also shows a smaller call to action, to remind the user that the item is also available to buy. Clicking this than switches the page to buy mode and displays both the buy new and buy good as new options.

Endless Wardrobe Product Mobile

Easy access in one hand

Introducing an accessible date and duration picker with an add to cart call to action, made it much easier for users to head to checkout on the go.

Endless Wardrobe Product Desktop

Optimised for mobile, but just as beautiful for desktop

Endless Wardrobe's target market is women in their 20s and early 30s. Which we know means they'll likely be browsing on the go, on their mobiles. So 70% of our creative efforts were focused on how the site worked on mobile devices. We utilised sticky footers, clever popup interactions and contextual information to make it as easy and enjoyable as possible on a smaller screen. However, that doesn't mean we left desktop devices to fall behind. Quite the opposite. Once a mobile UX was established we got to work adapting it for desktop devices too, making use of the bigger screen sizes to enhance selling opportunities where possible.

Endless Wardrobe Checkout Mobile

Speedy checkout

Checkout is often the biggest cause of drop offs. So we needed to ensure it was fast, easy and efficient. We opted for a single page checkout experience with Google Pay and Apple Pay options on enabled devices.

Endless Wardrobe Megamenu Desktop

Mega-menu navigation

We introduced a mega-menu to contextualise navigation and make browsing as easy as possible. We also presented adjacent promotional banners to cross-sell without inhibiting the user experience.


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