Premium website development

Important: the project was implemented jointly with our SmartWorks partners.

Natalia Romanova is a well—known international brand of designer wedding dresses in the premium segment. The company independently develops and manufactures collections, cooperates with dozens of wedding salons in different countries and regularly releases new lines of models.

After updating the corporate identity and brandbook, it became necessary to completely rethink the brand’s digital presence. The old website was outdated, did not reflect the new visual language of the company, and no longer corresponded to the scale of the business.

Our goal was to create a modern website that would simultaneously become a showcase for the brand, a convenient tool for partners and part of the company’s internal business processes.

It was necessary to develop a new website with a unique design based on the new brandbook, preserving the brand’s corporate aesthetic and making catalog management as convenient as possible for the company’s employees.

Additionally, it was necessary to implement integration with internal information systems, ensure multilingualism, high speed of work and the possibility of further scaling of the project.

The company already had a website, but over the years, the brand’s development has stopped meeting modern requirements.

The main problems:

• outdated design;
• The new brandbook could not be implemented within the framework of the existing solution.;
• inconvenient work with the catalog of collections;
• there was no integration with the company’s internal systems;
• updating the information took a long time;
• limited opportunities for project development.

The company was also active in the international market, so a full-fledged English-language version of the website was required.

We have developed a completely new website, preserving the recognizable brand style and making content management much easier.

The project included a full development cycle:

• designing the site structure;
• developing a unique brandbook design;
• adaptive layout;
• developing a frontend for React;
• configuring WordPress as a CMS;
• integration with the company’s internal systems;
• basic SEO training;
• testing and launching the project.

Within the framework of the project, the following were developed:

• main page;
• catalog of collections;
• collection pages;
• dress cards;
• accessories section;
• accessory cards;
• The Inspiration section;
• the «About the brand» page;
• The «Where to buy» section;
• section for partners;
• anti-counterfeiting page;
• FAQ;
• privacy policy.

There are 13 unique pages in total.

The catalog includes about 100-150 models, grouped by current brand collections.

The React + WordPress architecture was chosen for the project.

WordPress is used as a convenient administrative dashboard where company employees manage all content.

React is responsible for the user interface and provides:

• high page loading speed;
• smooth animations;
• modern user experience;
• the possibility of further scaling of the project;
• independent development of the frontend.

The content is transmitted via the API, so that editors continue to work in the familiar CMS, and visitors get the fastest interface possible.

One of the most important parts of the project was the integration of the website with the company’s internal catalog management system.

Automatically synced:

• collections;
• dress cards;
• Photo;
• video materials;
• Product characteristics;
• English-language content.

Information is transmitted directly from the company’s corporate system via the API, so that employees no longer duplicate work when updating the catalog.

The website works in two languages at once:

• Russian;
• English.

This localizes not only the interface, but also the entire product catalog, which automatically comes from the internal system in the desired language version.

This made it possible to use a single website to work with partners in several countries at once.

In addition to the main development, the following were implemented:

• adaptive version;
• feedback forms;
• basic SEO setup;
• Open Graph;
• micro-markup;
• CNC;
• xml;
• txt;
• bread crumbs;
• image optimization;
• video optimization;
• own media file optimization module;
• Redis-caching;
• dynamic map of partner salons based on Google Maps.

The «Where to buy» section automatically displays all the official wedding salons of the brand in different countries, which greatly simplifies the search for the nearest point of sale.

The most time-consuming part of the project was the adaptation of the new brandbook to the digital environment.

It was important to preserve the brand’s corporate aesthetic, convey the atmosphere of a premium product, and at the same time make the interface modern and user-friendly.

A separate challenge was the React + WordPress architecture, where it was necessary to combine the advantages of modern frontend development with a content management system familiar to employees.

Integration with the company’s internal services, through which the catalog of collections is automatically updated, has also become a serious task.

After the launch of the project, the company received a modern website that fully corresponds to the brand’s new corporate identity.

We managed to achieve several important results:

• the catalog is updated automatically through the internal system;
• employees spend significantly less time publishing new collections.;
• the mobile version of the website has been improved;
• increased page loading speed;
• the brand has received a modern digital image that corresponds to its premium positioning;
• A single multilingual platform has made it easier to work with foreign partners.

This project was not just a website redesign, but the creation of a new digital showcase for an international fashion brand.

We have combined a modern interface on React, convenient content management via WordPress, automatic catalog synchronization, multilingualism and integration with the company’s internal business processes. As a result, the brand has received a scalable solution that helps to keep the catalog up-to-date, work with international partners and develop an online presence without unnecessary manual operations.