Brand Union

Work

How do you take a physical product online?

In a nutshell

PeclersParis is a trends forecasting company for the fashion industry, used extensively by clients such as Nike, H&M, Tods and Zara.

Having produced physical trend books for over 40 years, we helped them build an online platform, Peclers(+), to make the most of all that premium content and open up their potential client base.

The platform has been so successful that over 55% of their clients have already moved across from physical to digital subscriptions.

What we did

Rather than merely replicating the trend books online, from the start both we and Peclers wanted to make something truly special

From a practical perspective, it was crucial that the platform encapsulated all that was special about the physical books, and delivered this experience across desktop, tablet and mobile, to a global, multi-lingual audience.

To that we added many rich features, brainstorming with the client and testing with customers, to build it out into an interactive platform: fabric swatches like in the books; collaboration and sharing tools; and, crucial to our client, a way for colour predictions to seamlessly link into desktop software such as the Adobe suite.

The result was a site that brings out Peclers’ incredible archive and makes each image pop with inspiration.

55

55 % of customers have moved to digital subscriptions since launch

40

40 % increase in retention of digital users vs print

The Details

Whereas the core of PeclersParis’ offer is in the trends and swatchbooks it provides in its books, we had the idea to evolve this into something new, unique and social online that would help designers work together more easily.

Instead of just having static pre-sets of colours, we let designers pull their own custom palettes automatically from images, like colour playlists, using a colour-matching tool. Moodboards can be created and shared; and images on the site can be searched by colour.

This means Peclers’ fashion designers can create lookbooks as quickly and elegantly online as if they had all the physical swatches to hand themselves.

"The new Plus offer has transformed our business, and the guys have been great to work with. Couldn't think of a smarter, more collaborative team."

Olivier Michel, Global Digital & CRM Director, Peclers Paris

The result

All this came together to make a unique platform that helps fashion designers with their daily work – and helps PeclersParis keep their content fresh and relevant for customers for decades to come.
We’re very proud of the platform’s achievements, and excited to develop it alongside Peclers in the coming years.

“What a beautiful and elegant site, just like the books…”

Leading fashion brand, USA