Lacoste has a long and established presence in Japan and a massive retail operation stretching from Hokkaido to Kyushu. The goal was to create a new online channel which would bring Lacoste products directly to fans of the brand all over Japan, and do so via both PCs and Japan’s ubiquitous keitai mobile phones.
Netwise worked closely with Fabricant, Co. Ltd. (the company in charge of the Lacoste brand in Japan) to develop the look-and-feel of both websites, and–in the case of the keitai site–employed the expertise of Tokyo-based mobile specialists Infinita. For the PC site we worked from the existing European site template to create a design for the Japanese market which would preserve the overall brand image while making improvements and adjustments necessary to help the site to succeed here.
In addition to localizing the interface, we also reworked the product details page, created a new product zoom function, added an improved store locator, and optimized the shopping and checkout process.
Next we then conducted usability testing with a range of test subjects drawn from Lacoste’s target demographic. Based on the feedback collected in the course of testing we made further tweaks before handing the site over for development. In this area had the good fortune of working with the talented folks at The Plant, the company charged with developing the content management system and handling all of the back-end coding work.