God Save Queens is a Polish brand selling unique lingerie, swimwear, dresses, and accessories. Thanks to its original designs, the brand also appealed to foreign customers – the products are sold all over the world, but are most popular in the United States, where they are worn by celebrities and influencers such as Emily Ratajkowski and Kendall Jenner.
The client’s main challenge was that the store while growing rapidly, was not fully tailored to the brand’s target audience. GSQ is a luxury brand that pays attention to every detail, and that’s what the new site had to be – modern, and refined in every way. The changes being made were also due to the ongoing rebranding – it was a natural move to expand the store with more functionality and a new design.
Another of the challenges that awaited our designers and developers was the creation of a custom size calculator, which will help customers from different countries to choose their bra size appropriately according to the one used by the brand. Previously, an application was used for this, which did not meet all the users’ requirements. Since the client used sizes from S to XL, they wanted to make it easier for store users to adjust their measures accordingly. The accurate calculator also aims to eliminate more returns, which were precisely due to incorrect sizing.
God Save Queens approached us during their rebranding. While making the changes, they also wanted to refresh the store itself to match the rebranded image. The original plan was to change the Shopify Advanced 1.0 template to version 2.0, which gives the client more opportunities for customization and changes.
Ultimately, however, in the course of the work, we decided to switch to Shopify Plus, which suited the client much more due to the more favorable functionalities and possibilities it provides. It is worth mentioning that Shopify Plus additionally allows you to give up some of the plugins that would have been necessary with Shopify Advanced, having the necessary functionality inside. And this further streamlines the work of the store itself.
The site’s design was created based on a template, from which we used some elements. However, due to the functionality of the store, many elements were created custom for the client. Among other things, we introduced refreshed color palettes, and new products, as well as improved individual functionalities of the site.
On the development side, in addition to the aforementioned size calculator, a “complete the look” function was introduced, a mobile photo swipe function was added, and the ability to display high-quality photos on the entire screen. Dedicated sub-pages such as FAQ and contact were also created.
For the project, we also worked with an external partner – E-merge – who handled the integration of the Subiekt ERP system directly with the client.
After implementing the new store on Shopify Plus, conversions on God Save Queens increased, site performance improved, and sales increased by as much as 50%.
The project met most of the assumptions from the beginning of the collaboration and expanded with additional elements such as accurate product descriptions and listed ingredients. Given the change in the Shopify version and the additional improvements and custom design, it is safe to say that the user experience itself has improved significantly.
The cooperation with God Save Queens is not over – it is only gaining momentum!
“The God Save Queens project is one of those unique projects when, while working on the structure, it turns out that our client’s e-commerce itself limits his business to such an extent that we have to reach even further. That’s why we jointly decided on the Shopify Plus variant. Slightly more demanding, but also provides the power of new opportunities.
At this point, I would like to thank the team – Ania Dąbek – our UI/UX Designer, and Sebastian Binko – Junior WordPress Developer – for fruitful cooperation on this project and expert support in every situation, as well as the owners of the God Save Queens brand themselves for the opportunity to work on this project” – adds Michal Czaja, Project Manager.
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