M.J. Bale

Injecting a repositioned brand narrative throughout.

For a brand that is so strongly based on quality, sourcing from trustworthy origins and material innovation, an immersive editorial section that brings these values to life was a must, but even more crucial was injecting these same notions of quality tactually throughout the eCommerce experience.

WeAreDigital worked hand-in-glove with the internal M.J. Bale team to develop stylistic elements introduced in the brand identity refresh (done by Fabric/TBWA) to create a powerful digital design system, bringing the new look-and-feel to life.

The editorial portal (The Manual) allows customers to explore the brand's mission and values in detail through in-depth stories. The immersive content section was a welcome addition for the M.J. Bale team.

Optimising sales conversions by reducing checkout friction.

Shopping in-store typically involves a conversation with staff members that are well versed with the high quality fabrication evident throughout the product range. WeAreDigital successfully mirrored this experience online by housing fabric and fit detail sections on product pages. Elevated by design, focus is brought to these products, which are hand-made with precision and dexterity.

A powerful and visually driven product filtering interface makes navigating the large catalog a seamless experience for customers. Customisable promotional tiles and upsell messages are elevated at the product collection level in order to reinforce promotions throughout the store. The robust and quick add to cart functionality allows customers to add items to their cart without leaving the product page.

For customers who know what they want, a predictive site search can be utilised, optimised by the integration of Search Spring to enable easier access to specific products and content.

Implementing a strong technical foundation.

A key priority for this project was to implement a flexible, powerful, and marketer-friendly solution that’s easy to use, and scalable for future growth. This included a new custom integration into Apparel 21 ERP. The integration ensures data on inventory and customers is seamlessly migrated into the new Shopify platform. This assists not only revenue growth, but also drives efficiencies in processes for M.J. Bale, enabling day-to-day work to be streamlined.