Introduction

ETHNIC the iconic clothing brand launched its first step into the fashion industry in 2013. It eventually evolved as the most fashionable, experimental and creative brand that revolutionized the Pakistani fashion market with its fashion forward clothing. Ethnic is now a household name synonymous with versatile yet aesthetically appealing women’s and kid’s wear.

With a growing chain of 37 stores all over Pakistan at almost every notable location and in all major malls across the country, Ethnic is one of the first Pakistani brands to introduce fusion wear for women with the concept of complimenting both eastern and western culture.

Challenge

Ethnic PK required a strategic overhaul of their website design, integrating a new, contemporary template and advanced e-commerce features to rejuvenate the customer experience. The solution needed to be implemented within the Shopify environment using the Liquid programming language, focusing on enhancing the visual appeal and usability to boost sales performance.

Solution

Alchemative devised a meticulous three-month action plan to execute the website revamp:

Analysis and Planning

They began with an in-depth analysis of the existing site to pinpoint deficiencies and devise a strategic plan tailored to the client's objectives.

Template Redesign

A modern template was selected and customized to reflect Ethnic Pk's brand identity while catering to the aesthetic preferences of their target demographic.

Feature Enhancement

Key e-commerce features were enhanced, including search functionality, checkout process, and mobile responsiveness, to improve the overall shopping experience.

Testing and Optimization

The new site underwent extensive testing to ensure flawless functionality, followed by performance optimization for rapid loading times.

Deployment and Monitoring

The revamped website was launched with ongoing performance monitoring to address any operational issues swiftly and to optimize the customer experience.

Results

The implementation led to a significant uptick in online sales, with marked improvements in design and functionality. Ethnic PK successfully captured the attention of their target audience, resulting in elevated customer engagement and increased revenue, showcasing the power of a well-executed digital strategy in the retail sector.

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