The Challenge

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Fable & Mane’s migration from WooCommerce to Shopify Plus needed to be executed with a few requirements in mind. Restricted by hard-coded elements and an inflexible configuration in the original storefront, the new team needed a store build that offers the flexibility to quickly adjust content as needed to ensure product information accuracy.

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The Fable & Mane team also required that the migration also account for the ability to provide customized, territory-specific store experiences as the brand presence expanded globally. In addition to having flexible content sections available everywhere, the store also needed to support international fulfillment from multiple warehouses as well as maintain accurate inventory and sales data per territory.

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Finally, the brand’s vision of aligning the core DNA of their brand with a focus on wellness in the haircare space needed to be driven home in the overall look and feel of the site. In addition to applying brand assets from a visual perspective, our team had to think creatively about how content would be displayed and conveyed throughout the entire journey to ensure these communication goals could be met.

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The Solution

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To give the Fable & Mane team the ability to run a sophisticated and modern eCommerce site, we ensured that all sections built provided their team with the flexibility required for them to grow and evolve alongside their brand and product roadmap several months into the future. We also set up localized storefronts for a North American and a Europe shop, which opened up doors for customizing content and experiences in each region.

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Our team also embraced Fable & Mane’s supply of rich and abundant branding assets to ensure the brand’s aesthetic exuded across the whole site. We incorporated waving leaves, subtle shadows, and twinkling sparkles to breathe life into the site as users scroll through pages. From carefully placed illustrative elements to a highly customized “Mane Monocle” blog, we meticulously applied the branding throughout the entire site — creating a whimsical, fun, and colorful front-end design that was compliant and aligned perfectly with Fable & Mane’s integrated branding. Project highlights include:

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Fable Fund — The Fable Fund foundation was created by Fable & Mane to raise awareness and support local conservation initiatives to reduce human wildlife conflict and restore wild tiger habitats. With this being such an integral part of the brand, we made sure to highlight these efforts with a beautiful, engaging landing page.

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Hair & Scalp Quiz — as the product line was set to grow beyond the flagship products that existed at the time of the redesign, we designed and built a hair and scale quiz to guide users to the right mane ritual for them.

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Mane Monocle Blog — the Fable & Mane team had lots of great content and wanted to give it the platform to grow and thrive as they undertook the goal of aligning further into the wellness realm and had big plans to continue to produce content. We designed a newspaper-like blog that enabled them to have a lively, immersive home for their content, integrating shoppable sections to further enhance the articles, and bring users back onto the shopping journey.

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The Results

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Fable & Mane’s migration to Shopify Plus resulted in a highly customizable storefront ecosystem with a whimsical, colorful, & engaging front-end experience. Versatile content sections equipped the Fable & Mane team with a robust library of modules to utilize for continued brand storytelling, and the localized storefronts helped increase accuracy of inventory and sales planning data per territory.

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In the six-month post-launch period, the U.S. site saw a 3.11% conversion rate, a 17.33% returning customer rate, and an average order value of $63.97.