British Boxers, a Staffordshire-based clothing brand, has relaunched its online portal in response for consumers’ insatiable appetite for an online shopping experience. British Boxers has embraced the market with its extensive range of a savvy, contemporary lounge and nightwear clothing. The brand, established by Manchester- born Deborah Price in 2012, was inspired by her 15 plus years of design and consultancy work in the fashion retail sector.
Josh Taylor, creative director says this understanding of the online experience framed the evolution of their portal. It’s essential to move the brand forward in an increasingly competitive market. “British Boxers was ready for a leap into a new digital sphere. The new site is cleaner, easier to shop from and allows us to showcase our new video and social media content,” says Taylor. “The new website integrates with Google Analytics and Facebook in a way that our previous site never could. We should now be able to see buying trends and customer behaviour in real time and adapt accordingly.”
Ease of use that reflects the style and brand to perfection were key to the company’s design work with the new site. “We wanted to show how soft and amazingly comfortable the clothes are. We have great look book images and video to work with. We kept the design simple and clean and let the clothing do the rest. The site is now fully responsive and much easier to browse and shop from on all digital devices,” adds Taylor.
British Boxers target the gap in the market for consumers wanting stylishly classic collections of premium garments. The brand takes its inspiration from foundations of sartorial values, classic lines and an attention to providing only the very best in brushed and soft cotton fabrics, and also makes 50% of its products in Britain. For Deborah this drive to retain skills, designs and workforce as much as they can within the UK to maintain economic viability, is key to the brand’s philosophy.
“I wanted to produce as much as possible in the UK and I wanted to rebuild the idea of simple things – nightwear, loungewear and underwear being beautifully made; perfect seams, luxury fabrics and British style,” Price said. “We’d rather have a viable business making 50% here than one, which makes everything here but can’t keep up with demand and therefore compromises on quality.”