LONDON July 26, 2011
– A New Business Model Where Bespoke Contemporary Art is Applied to Your Own Denim Solves One of Fashion eCommerce ‘ s Long Standing Frustrations
Preciously’s innovative business model of doing the embroidery work on the client’s own favourite denim gives the brand a distinct advantage in making the whole experience of commissioning a piece stress-free and fun, it also solves the problem that many people have of worrying whether the item will fit when it arrives.
" A great deal of thought has been given to the ergonomics of the site to make sure that the client on the other side of the screen was not sacrificed on the altar of graphic design as is ofte n the case with luxury websites," says Napkin London ‘ s Fabrice Paget .
" You wouldn ‘ t start designing a physical store around the cash register so why would I start designing a website with the shopping basket? " says Paget.
Full-page images with smart alignment, zooms that activate automatically, captions that morphs into information that is displayed when needed and an obsessive attention to typography make the website equally beautiful and functional.
" It ‘ s been a real treasure to fi nd an agency that just ‘gets it,’ " Carole Tessier " Also, they have been so flexible and so incredibly reactive that the project was not only smooth, but fast and fun. "