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New Paul Smith site to make online buying easier

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Fashion designer Paul Smith has launched a new website, with the aim of making it easier for customers to shop online.

The brief to agency the OTHER media specified that as well as making online sales more effective, the website should also offer a high quality user experience and adapt to accommodate the brand’s creativity.

Jonathan Towle, of Paul Smith, said: “We want our customers’ experience to be a seamless one, whether in-store or online. The new site delivers on every point, reflecting the dynamism of the brand while still being simple and intuitive to use.”

Paul Smith has offered e-commerce since 2004, but now its online shop offers customers the chance to filter quickly from hundreds of items to just one. Customers can quickly narrow down their search to find items by gender, by colour, by size, by type and by collection. The checkout process is also streamlined.

Elsewhere on the site, the Paul Smith World section keeps visitors up to date with creative and arts projects, while the Paul Smith blog gives an insight into events across the Paul Smith chain of stores.

Paul Smith is now in 24 countries, and there are also US and Japan dedicated sites.

George Crabb, managing director at the OTHER media, said: “Working with Paul Smith is always an inspiring experience. They have the innovative approach you’d expect from the UK’s leading fashion designer and a willingness to explore new avenues. We’re already working on new feature areas and content for the site which should e launched later in the year.”

Our view: Paul Smith may be present in 24 countries, but in the UK there are only five shops, in Edinburgh, Leeds, London, Manchester and Nottingham. So it’s not surprising that the brand would see an opportunity in improving its online sales – making it easier for fans of the designer to buy has to make sense.

Photo: Paul Smith/the OTHER Media

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