Rockwear was born and nurtured by one of Australia’s pioneering fitness instructors. Since 1991 they’ve been encouraging women to harness their inner personal strength and live an active life on their own terms. Rockwear is driven to create high quality activewear that is functional, technical, fashionable and exceptional value. Their products speak for themselves, it’s designed to endure the most rigorous workouts, lift the barre in the studio and beat out steps on the pavement in-between walking, running and brunching.
The objectives of the Rockwear Website redesign was to leverage a framework developed for Retail Apparel Group’s other brand, YD, supporting the cross-channel nature of consumer journeys and building brand presence online to boost sales both instore & online.
Rockwear’s brand presence is all about being functional, technical & fashionable, so it was crucial that their new website was the same.
The previous website was very category driven and based on ERP systems and was outdated in terms of commerce functionality which lacked the ability for click-and-collect options.
Rockwear wanted a new way to show off entire collections, that wasn’t so much product focused but content driven.
Leveraging the framework created for YD, Rockwear was able to implement a seamless omnichannel experience for users with a focus on video content & displaying beautifully shot product imagery.
Rockwear prioritised features that showed off product function and technical aspects, such as modules taht highlighted the material breakdown, top influencer picks & a mix & match carousel to show off styled looks.
eWave worked alongside RAG to create a unique website for Rockwear that built off the existing framework, this involved personalising already designed features to be more specific to the Rockwear user such as shifting product images from size 12 to size 16 models to be more inclusive of all users & creating a unique ‘release’ landing page where new releases, previews for upcoming ranges & product videos would be displayed.
This design-only engagement allowed eWave to focus on the UX/UI components for a headless solution without being limited by technology, working alongside RAG’s development team we we’re able to generate concepts to accommodate all their needs with a focus on making the end product accessible for more people with access needs.
Among a range of transformative digital solutions, eWave delivered:
- Implementation of a complex yet easy to understand click & collect system with live stock updates.
- A headless solution with a large focus on content, running multiple promotions and simplifying the buying journey for each user.
- Accessible design features, with the ability to edit pages and scale upwards.
- Video implementation on PLP’s, PDP’s & the homepage to show off constantly updated content.
- A transparent header, which would change to a solid state as the user scrolls down the page, not impacting visual accessibility.
Customer Insights & In-Store Experience
Implemented collection detail page
Introduction of a blog to serve content & commerce