The Challenge

Zatchels, a modern British leather bag brand specialising in made-to-order handbags and accessories, has been crafting products from its independent Leicester workshop for over a decade. Over time, however, the brand’s online store couldn’t fully keep up with new customer demands as well as changes to product offerings.

Partially the online shop lacked structure, with new products and collections continually being added to an ageing website navigation.

Especially new customers struggled to navigate the site efficiently, encountering for example outdated collections or broken filters that no longer met customer expectations.

As the brand continued to grow, it also became increasingly evident and important for the website to better communicate Zatchel’s identity as a slow-fashion, made-to-order business, distinct from the fast-fashion model of mass-produced, ready-to-ship goods we are more commonly familiar with these days.

The project therefore focused on improving the customer journey, simplifying product discovery, and creating a digital experience that more accurately reflected the craftsmanship and values behind the brand.

The Solution

The solution included rebuilding the online experience on an up to date Shopify theme. This provided a more reliable foundation with improved functionality and a smoother customer journey.

The visual style of the online shop was carefully refined to maintain the brand’s established identity. Additionally clearer collection structures were introduced, as well as stronger call to actions, and a more intuitive navigation experience.
Enhanced media capabilities, including integrated video content, helped bring the character of the brand to life in a way that had not previously been possible.

Throughout the site, key messaging around the handmade and made to order focus was reinforced at several customer touchpoints, highlighting the brand’s heritage, attention to detail, and slower, more considered production process.

Additionally, dedicated FAQ sections and informational touchpoints were introduced, helping to answer common questions and providing greater transparency around products, orders, returns and production.