Dents have been making luxury leather gloves for monarchs, movie stars and style mavens since 1777. Working with the Dents strategic and marketing teams in Warminster we created a revitalised online brand presence and highly intuitive eCommerce global store using the Shopify platform. We identified the fundamentally unique relationship formed between Dents (the company), and the Dents customer, removing any barriers to purchase and meticulously plotting client journeys in order to align this insight to the way the website now seamlessly enables customers to browse, find, and buy the perfect pair of gloves for any occasion, with absolute ease.
Data and analytics were at the core of every design and development decision made during the process. Based on this data we decided to create separate international stores for 6 key countries enabling Dents to sell in native language and currency. To make this manageable, each Shopify store is linked to Dents footwear and apparel management system which is the central repository for all product data and inventory and pushed to the relevant Shopify instance. This ensures the website is fully future proof and ready for exponential growth.
Mixing the distinctive heritage brand with contemporary design (this approach doubtlessly aligned to the core business positioning), using enriched content, and with the customer at the centre of the entire purchasing process we are excited by the limitless potential of a new era in Dents digital story.
‘Working with the Waters Creative team has been a breath of fresh air. From the first meeting they felt like the right team to work with, from the start they understood Dents. They really listened to what our brand was at the time and what we also wanted it to be with the new website. This fresh perspective and clean design has been thoroughly supported by outstanding knowledge and work ethic that has helped tackle numerous issues along the development. With every query we were greeted with multiple solutions and the team have been on hand every step of the way.’
When searching for the perfect pair of gloves, customers have access to everything they need to know including the renowned Dents sizing guide to impeccably fitting gloves. We designed the product pages to convey information clearly, focusing on consistent, high quality ‘lifestyle’ imagery to showcase products at their very best.
The intuitive product search makes use of the Shopify Searchanise app which includes intelligent product search, suggestions, auto-complete. Our advanced product filtering system narrows down the choice utilising the Shopify tagging and automatic collections. Our sole aim was to bring customers ever closer to the perfect pair of gloves for them. Now their only difficulty is selecting which pair to treat themselves to!
The websites success has also hinged on the integrations that were required with a number of third-party systems. Dents uses a Footwear and Apparel management system for stock control and ordering. This was integrated into the site so that all stock control gets pushed from the management system to the Shopify site. Alongside this was integration with Rakuten, Feefo, Google Product Feeds and Mailchimp.
Using a combination of prominent key messages, visuals and call to actions, a gridded area was created to contain six pieces of interchangeable content.
Combining sans serif and serif fonts helps to reiterate the heritage of the Dents brand, whilst celebrating the brave and modern outlook of the Company. This font choice perfectly mirrors the brand representation found on the Dents social media and printed communications.
Interactive content was developed which cleverly guides users through the extensive range of gloves. ‘Style Defining Shades’ is a user controlled section of the website where an opportunity was created around colour to enable customers to ‘get the complete look’ by viewing and purchasing complimentary items such as wallets, belts and hats.
Truly understanding the Dents customer base including their technology and device preferences was key to the successful delivery of the online store.
Our strategic, design and development teams worked together to ensure the perfect fusion of technology and design was achieved through the revitalised user interface.