The challenge
Represent is a British luxury streetwear label, founded in 2011 by brothers George and Mike Heaton in Greater Manchester. It has grown into a global brand that runs its own production, a performance line called 247, and stores in London, Manchester, Los Angeles and Sydney.
By 2023 the brand had outgrown its site. Represent wanted a digital experience that sat alongside the luxury houses it is compared with, kept its existing community engaged, and introduced the brand to a new international audience that might not yet know its story.
Solution
A content-first design
We started with Represent's customers. Working with the Represent team, we gathered insight from the people who shop with the brand and used it to set an experience strategy for the new site.
That work showed content was Represent's most distinctive asset: the campaign photography, film and storytelling its fans follow. So we built the site around it. Content leads on the home page, collections and product pages, with the product information shoppers need set alongside it in the brand's own luxury style.
The result works for long-standing fans and newcomers alike, wherever they are and however well they know the brand.
The build
A Shopify Plus site connected to the way Represent runs
We designed and built the site on Shopify Plus, covering UX, UI, development and brand.
Behind the storefront, the site works with the systems Represent runs its business on: Ometria for customer marketing, Tagalys for search and merchandising, NetSuite and Zedonk for stock, product and production data, and Elevar for tracking.
Recognition
Award-winning work
The project won Best New Business Campaign at the European Agency Awards 2023, and was nominated for UX at The Drum Digital Industries Awards 2023.
