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For over 60 years, Rubie’s Costume Company operated almost exclusively through a pen and paper catalog ordering system. Understanding that the future is digital, Rubie’s looked to Guidance to modernize and standardize their printed catalog into a fully immersive website solution. And since Rubie’s costume business is not just a catalog of products for their dealers and they are the trendsetters in the industry, this website had to be a representation of that leadership status and global presence.
Originally founded in 1951 by Rubin (Rubie) and Tillie Beige as Rubie’s Candy Store in Queens, NYC, Rubie’s Costume Company is now the market leader of both licensed and proprietary costumes and make-believe accessories around the world. As a family owned and operated business, Rubie’s costumes are sold by retail partners globally for all occasions and now include thousands of licenses from popular culture and media in the Americas, Europe, Australia and Asia.
To add another layer of complexity, the licensed costumes have multiple legacy and original characters as well as multiple pricing tiers, sizing differences and multiple add-on accessories. Rubie’s also sells costumes for pets and human sizes from infants through adults. With the new mega menu and search functionality, users can easily find the costumes they’re looking for or they can go through a guided journey of “best sellers” to stock their stores with known favorites. With a view to educating the user, Product Description Pages are full of valuable resources including videos, downloadable specifications, enhanced descriptions and more.
While the website is mainly used as a catalog site, it now functions as much more than the printed catalog it once was. At trade shows, salespeople are empowered with bar codes on each item for easy scannable “Add to Cart” functionality. Once logged into their account and browsing with pricing visible, the user is encouraged to add all items to their cart and proceed to invoice creation--this has saved Rubie’s sales team countless hours of manual labor.
Guidance has helped Rubie’s Costume Company transform their pen and paper catalog ordering system into a fully digital catalog. Whereas before every order had to be placed manually, Rubie’s now saves countless manpower hours with a digital ordering solution.
The replatform to Magento supports a content rich website with searchable digital catalog and the new omnichannel Store Locator tool helps customers find the perfect costume in-store at their nearest costume retailer.
Rubie’s Costume Company is a fun and whimsical brand but their empire required a website solution that would reflect their status. Guidance helped Rubie’s transform their traditional pen and paper catalog ordering system into a fully automated digital catalog. For decades, Rubie’s has been the trendsetter in costumes in nearly every genre and this new website will cement their position as global market leaders.
The new website has helped the company expand their operations by minimizing manpower hours spent taking orders manually. At over 11,000 SKUs, the new fully searchable digital catalog gives their resellers the ability to generate full invoices or scan SKUs directly from the screen into a new order. Meant to educate and empower their resellers, the website holds a wealth of downloadable resources and information for costume businesses of every size.