The Challenge
Popular female fashion brand For Love & Lemons (FL&L) was aware of its international potential, selling across the world from its website as well as via various online resellers, department stores and boutiques. With such a huge global demand, the brand was looking to improve its direct-to-consumer (DTC) offering and grow its international business. FL&L had previously worked with a solution provider which enabled some webstore localization, however, it had no language localization, was difficult to customize and heavy JavaScript coding slowed down the brand’s website. FL&L also lacked guidance, support and market best practices to optimize its proposition to meet the local preferences of its international customers. This meant the brand had to create individual strategies for each market, then deploy, test and monitor them over time to assess the effectiveness of each strategy to enhance conversion rates. This lengthy process hindered FL&L’s global growth potential and stood in the way of the brand achieving its international business KPIs.
FL&L was in search of a global e-commerce partner to help drive its growth ambitions. This strategic partner would leverage its wealth of experience in global online trading, and provide FL&L with cutting-edge localization capabilities, data-backed local market insights and best practice recommendations to effectively optimize each market proposition while maintaining profit margins, KPI metrics and increased conversion rates.
Finally, it was important that the solution provider would work with FL&L to create a strategy in line with its business goals, enabling the brand to quickly launch a fully optimised proposition across all destinations, without high setup fees, long testing cycles and demands on internal resources to predict market settings.
