Bringing Luxury Content To Life

Challenge

Case Study | Apparel

The Vivienne Westwood fashion brand is distinctive and instantly recognizable: sophisticated pieces with an unexpected edge. The look is as unique as Vivienne Westwood herself. The digital marketing team strives to reflect her voice throughout their website. But their tools fell short of their aspirations. They wanted to be creative and inspirational, with content that vividly told their brand story, but resources like time, budget, personnel and technology were holding them back.

Outsourcing site or content development to a third-party vendor meant content took too long to create, and it was never quite what they had in mind. The abyss between their creative vision and what development could produce was impossible to bridge. Vivienne Westwood was also challenged by the lack of responsive design, so their content didn’t translate effortlessly across devices of different screen sizes. They needed to bring content in-house to take back control, but they were overwhelmed with the volume that task would require.

SolutionVivienne Westwood contacted the retail and fashion strategic consultant firm Pimble, who specialize in digital transformation solutions that improve customer engagement. Pimble discovered the gap between content and commerce that Vivienne Westwood was experiencing and found a solution. To combat their content production challenges, Pimble founder Adi-Buer Puplampu introduced the Vivienne Westwood marketing team to Creator by Zmags. Adi had experienced success implementing the platform with a fellow fashion brand, Brora, and recognized the potential. The two brands shared similar goals and frustrations – both wanted to create rich and dynamic content, but were restrained by tools that hampered their creativity.

About Zmags

Results

Once trained on using Creator, the creative team at Vivienne Westwood began to produce the content that had previously been demoted to only existing on their ‘wish list’. One of their first experiences to go live was their Artisan Fashion page, a richly visual guide to the Kenyan communities who craft their products. Featuring embedded videos, the experience took only two days to build. This sort of turnaround was unheard of before using Creator. From there, they began creating dynamic web forms, event invitations, and more. One of Vivienne Westwood’s greatest successes using the tool was their Spring/Summer 2017 live-streaming runway show. Creator gave them the flexibility to deploy this experience with ease, giving their loyal customers the ability to virtually attend the runway show, previously only possible in person.

Zmags helps ecommerce marketers create and publish rich digital experiences through a user-friendly interface that requires no IT involvement. Using Creator

by Zmags, brands can create fresh, shoppable content that drives product discovery and inspires consumers to purchase. Creator integrates with all leading

ecommerce and content management platforms enabling marketers to optimize their website content. Leading brands like Ethan Allen, Harvey Nichols, New

York & Company, Vivienne Westwood, All Things BBQ, and Godiva use Creator by Zmags to deliver interactive and entertaining shopping experiences with rich

content like buying guides, quizzes, lookbooks, video, and more. To learn more, visit www.zmags.com.

Since implementing Creator, Pimble has seen the Vivienne Westwood marketing team completely transform their content production. Instead of the typical back-and-forth lengthy process with their outsourced development team, content is simplified. They can build, test, and publish content without any outside IT assistance. Every step of production is kept in-house, meaning new pages and site updates can be done on the fly.

In addition to a streamlined production process, Vivienne Westwood’s content itself has progressed. Their digital experiences now accurately reflect the creative vision of the brand and its founder. The customer journey is rich and exciting, and accurately on brand. With Creator by Zmags in their arsenal, their creativity is unlocked and we’re excited to see what customer experiences they create next.

- Adi-Buer Puplampu | Founder

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When the content and impact of the Vivienne Westwood site was being constrained by lengthy development processes and a rigid CMS, the disconnect was palpable. Creator by Zmags gave them the freedom to sidestep these road blocks and connect their users to rich content in a fraction of the time.

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