Connolly
Started in 1878 as a maker of fine saddles and shoes, Connolly leather can be seen in some of the most exclusive locations in Britain from the seats of the Houses of Parliament to the Coronation coaches of the Royal Family leather for the car industry, as well as in the interiors of some of the world’s finest luxury sportscars, from Bentley to Aston Martin, Jaguar, Ferrari and Rolls Royce, for whom Connolly were the exclusive leather supplier for over 100 years.
In recent years, the label have developed a contemporary luxury fashion collection of tailored separates , knitwear, classic sportswear, leather goods for men and women as well as homeware and objects d’art, all inspired by a rich heritage of classic motor racing coupled with a strong sense of British know-how, understatement and European style and craftsmanship.
Upholding the Quintessentially British Brand's Legacy
Recognising the importance of e-commerce as a vital tool in today's digital retail landscape, Connolly decided it was time to embark on their first transactional website. This decision was driven by the need to establish a more immediate connection with their enthusiastic international followers and customers who were already actively searching online for the distinctive British brand.
Enlisting the expertise of Not Studio, the focus of the Connolly brief was to construct a website that would seamlessly mirror the exceptional bricks-and-mortar retail experience and unique editorial aesthetic that the label is known for. Beyond simply being an online shop, the website needed to embody commercial functionality and provide a platform for the brand's distinct content.
The planned content was wide-ranging, encapsulating everything from the brand's seasonal campaign imagery to engaging moving visuals that explore Connolly's heritage and their manufacturing process. All of this was designed to engage customers, give them a sense of the brand's rich history, and an in-depth view of the meticulous craftsmanship behind their products.
Film by Arthur Studholme.
The wireframe outlines the site's structure, user flow and functionality
We started the website project by creating a wireframe; a basic, visual representation of the layout and key features of the site which provides a blueprint for how the site will be organised and how users would navigate through its pages. By designing this framework first, we ensured that we had a clear plan for the site's structure, functionality, and user flow, and provides an opportunity for client scrutiny and feedback.
With Connolly's sign-off on the wireframe design, we had the green light to proceed to the development phase. This stage would involve turning the wireframe into a fully functional fashion e-commerce site.
A boost to sales but also a much-needed bridge for international customers
This project represented a significant step for Connolly, marking their commitment to staying current in the digital landscape while staying true to their roots as a quintessentially British brand.
With the launch of their website, Connolly experienced an impressive surge in international engagement. While their iconic Mayfair store had been a symbol of their legacy, it was geographically limiting for global fans.
The new online platform not only boosted sales but also provided a much-needed bridge for international customers. These enthusiasts, previously restrained by distance, could now access and immerse themselves in everything Connolly offered.
More than just a sales portal, the fashion website fostered a global community, uniting those who shared a deep appreciation for the brand's heritage and quality. In essence, the site brought the essence of Mayfair to doorsteps worldwide, strengthening Connolly's bond with a wider audience.
Websites come to life with a well-captured campaign
Connolly has established a remarkable reputation for consistently crafting compelling seasonal fashion campaigns. Each campaign, meticulously designed, isn't just about showcasing the latest fashion but about weaving a narrative that embodies the spirit of the season and the essence of the Connolly brand.
Central to the success of these campaigns is their collaboration a talented photographer. These aren't just typical photoshoots; they're artistic endeavours. Connolly recognises the power of a well-captured image, and by working with one of the industry's finest photographers, they ensure each shot not only highlights the clothing but tells a story.
Photography by Robbie Lawrence.
CONNOLLY
“I hope to create pieces that will never date, that will always have an intrinsic beauty and relevance”.
Isabel Ettedgui
Owner, Connolly
designing engaging Social adverts that reflect Connolly's brand
After the launch of Connolly's website, Not Studio was asked to enhance its global reach using digital marketing. Recognising the diversity within Connolly's clientele, we segmented the audience to ensure effective targeting.
Not Studio's creative team took charge of designing engaging adverts that reflected Connolly's brand. Additionally, we devised a social marketing strategy. This wasn’t just about regular posts, it involved strategic promotions, targeted regions in international markets, and engagement tactics to keep up with evolving social media trends.
The campaign was successful. We were able to tap into a previously unexplored segment of Connolly fans across various social networks, driving substantial traffic to the website, driving conversions and sales.
2 YEARS
81 CAMPAIGNS
1873 CONVERSIONS
215k CLICKS
17.6M IMPRESSIONS
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