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City Chic operated stand-alone ecommerce sites in the US, Australia, and New Zealand. They later acquired two niche fashion ecommerce brands, and decided to bring all five sites within one ecommerce platform. For Guidance to make it work, the project would have to solve for both form and function, concepts critical to fashion and ecommerce.
City Chic was founded as a single plus size fashion boutique in Sydney, Australia in 1999. Today, their reach is global, leading a world of curves with more than 200 locations in addition to their ecommerce presence. Their female audience is conscious of fashion trends in general and a garment's fit for them individually. They want to feel bold, sexy, and unapologetically glamorous. Rebranded City Chic Collective in 2018, they celebrate their audience with a high-end presentation and styles that "conceal and reveal in all the right places."
“Half-year results just announced! Guidance is a significant reason for this – without your help and professionalism, City Chic's position would be nowhere as positive. Thank you!”
City Chic wanted to bring a curated, magazine-style feel to their homepage. To do this, Guidance created an option that allows City Chic to add product photos in a variety of sizes. Another aspect of the visual refresh includes a "Rock the Style" (similar to “Shop the Look”) concept, centered on the depiction of a model in a hero image, surrounded by smaller lightbox product images for each of the model's clothing pieces and accessories. Customers could easily add many or all of those items directly to their shopping bag.
“For the first time ever City Chic took over a million dollars online in sales transactions in a day. This is mammoth!”
Guidance, in a series of platform migrations and upgrades, brought five different ecommerce sites under the umbrella of a single Magento instance for City Chic.
These sites serve customers on four continents, and the upgrades were completed in tandem with a design refresh, expanded integration for dropship vendors, and easy site administration.
Increase in Revenue
Increase in Conversion
Increase in AOV
W3 Silver Website Features:
Visual Appeal - Experience for Website
City Chic, a long-standing Guidance client, engaged the agency for its most ambitious project to date. After a series of business acquisitions, City Chic needed to migrate four ecommerce sites to Magento and upgrade their own site to Magento 2.
Previously, Guidance customized a one-page checkout process in Magento 1 to improve their conversions. This needed to be re-created for Magento 2 and deployed across all five ecommerce sites, along with a visual refresh that would deliver a clean and coordinated brand presentation across the portfolio.
The upgraded, cohesive framework allows City Chic to seamlessly administer all their sites, which serve customers on four continents, in multiple currencies. They can also add new dropship vendors and niche ecommerce sites to their portfolio with ease.