Fairduel is a modern, independent fashion company operating from Cambridgeshire
The story behind Fairduel is a humbling one. In 2017, Fairduel’s owner decided to rescue an ex-racing horse that was due to be euthanised. When they researched the background of the horse, they discovered its former racing name was ‘fairdual’, giving the business its name with a small play on words.
A fair fight is something we all deserve, say Fairduel, and its this ethos that underpins their business.
To pay for the horse’s on-going care, the folks behind Fairduel printed T-Shirts at local markets. With the much-loved business continuing to develop, Fairduel continued to produce high-quality fabrics.
Then, it was time to go online, and that’s where we come in. Blending our client’s values of simple, good customer service with our high-quality design – we produced a fitting online presence.
Website design and interface
To accommodate our client’s values, simplicity was our designers’ guiding light. We didn’t just want to design any fashion website – this one had to do more by doing less.
When users first land on this page, one of the first thing they’ll notice is how minimal this homepage is. With a left-hand-side navigation menu, we’re able to project more of the important stuff right where it matters – in front of visitors.
Colour and typeface are two areas where a customer’s journey can be improved. Thanks to a sleek white, sans serif typeface, Fairduel’s presence is much more mobile-friendly and easy on the eye.
With a slate-grey background accommodating crisp white text, this digital presence is professional right through to the core. And thanks to a large opening image of a model showing off our client’s clothing range, this website remains modern and relevant from beginning to end.
Scrolling beyond this engaging header image, online visitors are immediately connected to our client’s amazing products. And when they click on a product, they can browse with ease, change colour, and learn more about the product before making the purchaser with one or two clicks.
Combining intelligent design with practical functionality in this way enables the customer journey to become much more streamlined and proactive.
On the ‘look book’ page, a customer-friendly product range displays our client’s attractive clothing line, fully fitted with product descriptions to help visitors make their choices.
It’s not just important to build for the customer journey; we believe contact pages should be made to facilitate and promote further contact when a customer journey has finished. With a google maps widget, this contact page makes it even easier for users to get in touch when it suits them.