As part of the parent company, Accent Group, The Trybe is a progressive footwear brand that specialises in retailing children’s shoes. With a focus on creative expression, The Trybe aims to make footwear fun for kids while ensuring a positive experience for parents.
After receiving trusted industry recommendations, Accent Group chose to partner with eWave in 2015 to launch engaging B2C digital experiences across all of their footwear brands. Three years later, and it was time for The Trybe to establish an industry-leading ecommerce journey that could capture two unique audiences.
Accent Group had identified a gap in the market and wanted to provide a uniquely enjoyable shopping experience, ultimately becoming the go-to for ‘cool kids’ footwear. The initial goal was to launch the website and demonstrate that there was an appetite for the brand, before rolling out the physical stores.
The principal challenge for Accent Group was to not only target a new demographic with children’s footwear, but to also ensure that the parents were supported through the purchase decision making process.
eWave knew that a thorough research phase and proven service design process would help uncover key insights, and drive the overall strategy of the solution. By analysing the business and market opportunity, eWave created a solid footing from which they could design the experience and overall technology ecosystem.
It became clear that purchase power was equally split between the parent and child when it came to buying footwear for kids. The fundamental strategy would therefore involve creating a playful experience that would delight the children, while providing a rational and helpful approach to guide the parent through the path to purchase.
After several years of partnership with Accent Group and launching brands such as Platypus, Skechers, Vans, Timberland and The Athlete's Foot, eWave could efficiently repurpose some fundamental technology components and facilitate a faster move to market.
eWave’s exemplary service design process provided the framework for flawless execution. Magento was chosen as the optimal eCommerce platform, alongside Apparel21 and SLI for ERP and merchandising solutions respectively.
Beyond the technical and strategic implementation, eWave were instrumental in bringing The Trybe brand to life from the outset. eWave tapped into creative resources to conceive the brand name, logo, digital solution and entire experience.
The overall execution was a substantiated success in achieving the primary goal of proving the concept; resulting in physical stores being rolled out in shopping centres throughout the country.
During the six-month project, eWave’s approach delivered innovative capabilities, including:
Multi-account. An account structure that allowed the parent and child to be connected in the same account, including wish lists for visibility on preferences.
Account personalisation. Created an onboarding process for the child to personalise their account with avatars and colours inspired by social media accounts, to bring playfulness and familiarity to the experience.
Sizing help. Included a sizing section to ensure parents had all the information and confidence to choose a brand of shoes in the right size for their child, ultimately reducing return rates.
100% increase in revenue
81% increase in transactions
125% increase in users