Selected is a fashion brand from the Bestseller group. It used to be mostly about classic apparel for men, especially suits. Now the brand has changed the focus to be more casual and edgy – and for both men and women. In other words, the Selected brand now has a modern approach to fashion instead of a classic one.
Selected wanted the re-design of their brand website to help define the new aspects of the brand. It needed to radiate that Selected was no longer polished and formal and that it’s a brand for both men and women. It was a necessity that the website could contain both the men and women’s collection and that the user could explore each collection separately.
The new Selected site is a Flash experience beyond the ordinary. The interaction with the picture viewer is based around a voyeuristic zoom effect and with a sliding, smooth transition when you turn the page. The navigation is intuitive and everything is designed in clean, minimalistic lines. Campaigns, collections and other content can easily be updated in the Umbraco CMS – a leading open-source .net based content management system.
With the new Selected.com the brand has got a major lift online that is both helping increase the traffic to brand stores and shop-in-shop stores as well as working closely together with the webshop. Selected now has an extremely dynamic online platform that enables an easy and fast launch of the latest campaigns and collections.