Danskin, a fitness, sports and comfort clothes designer, took its customers’ suggestions to heart when redesigning its web site. The new look features better navigation tools and more product information.
Mark Brohan , Research Director
Danskin, a fitness, sports and comfort clothes designer, took its customers’ suggestions to heart when redesigning its web site. The new look, introduced in January, features better navigation tools and more product information, says Eric Nadler, vice president of sales operations and e-commerce.
Danskin, No. 364 in the Internet Retailer Top 500 Guide to Retail Web Sites, began analyzing customer thoughts on its web site in the second quarter of 2006, when it hired ForeSee Results to survey customers. In addition to negotiating the site more easily, customers “wanted better content as far as understanding what our products were going to look like on their body,” Nadler says.
One of the major site changes was moving the navigation toolbar to a more traditional position on the left side of the home page. “We also streamlined the site taxonomy by removing some erroneous product classifications,” Nadler says. The new site enables shoppers to find clothing several ways, including the navigation bar and a “collection” button.
In addition to design direction from ForeSee Results, Danskin also employed Bock Interactive to help with the site build-out.
Danskin plans to continue adding e-commerce tools in 2007, starting with customer reviews. That feature is slated for rollout by May.
The consumer brand manufacturer plans to extend its electronic reach, Nadler says. “The Internet is quickly becoming the leading marketing vehicle for our company,” he says.