Figura Fashion – Virtual Clothes Store

Posted on: 03-8-2010 Posted in: Case Study

The Client

Figura Fashion is an international house of Indian tradional wear, especially Bridal Gharara, Lehenga Choli, Anarkali Suit, Salwar Kameez, Saree, Indo – Western, Sherwani, etc. They have been recognized for their innovative but equally traditional design, and the unique beauty of their products.

The Challenge

Figura, approached HashPro Technologies to take on the challenge of developing an online business-to-consumer e-commerce marketplace for their products. The goal of the site was to create a virtual clothes store show room that was an interactive experience for the user, enabling them to browse and purchase clothes online based on their individual purchasing needs. The business objective to be achieved through this initiative was to create an innovative e-commerce site that was easy-to-use, intuitive, and user-friendly during the transactional process. The design, functionality, and architecture of the site all needed to assist in kick-starting the online sales cycle activity. The Website would include advanced search options, favorite’s folders, a shopping cart, online payment and more.

This was a huge opportunity for Figura, but they had some consumer misconceptions to overcome before they would achieve success from the site. Figura needed to prove to consumers that the online shopping experience could be similar to that of a clothes store showroom. Many consumers had the misconception that in order to purchase a dress they needed to visit a clothes store to see the dress in person and visualize how the dress would fit their body.

Figura needed to create an online experience that was exactly like a virtual clothes store show room in order to create a similar buying experience for consumers. The e-commerce site needed to be user-friendly and intuitive for the user in order to increase the visit time of site users and encourage product purchase directly from the site.

The Goals

Develop a user-friendly e-commerce site
Create an interactive experience for the user
Create an online virtual clothes store
Encourage increased visit time by site users
Assist in kick-starting the online sales cycle activity

The Solutions

HashPro designed the site to be visually compelling and an online interactive experience for the user. The site architecture was created to be user-friendly, intuitive, and able to be easily navigated by computer novices. The goal of the site was to create an online experience that facilitated in increasing the site visit time of each individual user.

HashPro developed a straightforward step-by-step ordering process that made purchasing clothes online a no-hassle experience. Included in this process were various options that ensured the user was purchasing a dress that was suitable for their purchasing needs. These purchasing options included size, shape, color, price range, material, favorites, and more. HashPro also included a picture of every dress offered by Figura, placed on a white background, so that the user was able to completely experience the colors and visualize the design of the dress.