Crew Clothing


Crew Clothing Co. brings British casual and luxury style to over 70 stores on the high street.  The brand has remained passionate about its coastal roots and British heritage since its launch in 1993 and continues to create classic pieces from the finest fabrics.


We were appointed by Crew Clothing Co. in May 2014 to redesign the ecommerce website templates with the objectives to increase online conversion and optimise the designs for SEO.The templates needed to work within the parameters set by the Paraspar, the brand's legacy ecommerce platform.


Our approach began with UX consultancy, to review the key user journeys and feed usability recommendations into the ecommerce templates required, in particular the category and product detail pages.  We explored a number of creative treatments and refined the presentation of Crew Clothing online so that the interface captures a premium, modern and relaxed look and feel.  Our design templates were then adapted for desktop, mobile and tablet devices, to harness the brand's existing adaptive strategy and faciliate easy implementation of our template designs by Paraspar.  Throughout the design process, our search manager provided SEO consultancy on a template-by-template basis to apply best practice and help improve the brand's organic search performance.  


Avenue successfully led a full site refresh which showcases the brand's premium British design heritage, passion for clean lines and nautical inspiration.  At the same time, the new templates consider the ecommerce platform requirements and balance usability and SEO best practice techniques, setting Crew Clothing Co. apart in the fashion world online.

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