Vintageria’s online store was based on the vision of making it possible to experience the famous vintage fashion store in Venice online as well as it being internationally accessible. The online platform’s target group is a young audience who are interested in the fashion of the 1980s and 1990s, and who place great importance on being environmentally conscious. Vintageria’s business model focuses on sustainability, and the company therefore uses recycled packaging material, and plants a tree for every purchase made in the store. With the launch of the new online store, the selected individual items from Vintageria are also available online for the first time, which means that another sales channel has been opened up.
The user interface including filter options in the style of a 1980s video game
However, it is not just the products at Vintageria.it that are inspiring with their ‘80s and ‘90s panache, but also the design of the online store, which captures the atmosphere of the iconic decades with its ironic tone: on the vintage store’s website, customers can discover pixelated icons, product images in the style of Polaroid photos, VHS effects, models with animal masks, dancing unicorns and fun filters.
Besides humorous GIFs, there is plenty more to discover at Vintageria
For the implementation of its first B2C store, Vintageria worked closely with the Shopware partner agency HCE from Italy. “HCE, the agency that is responsible for the entire project, decided to use Shopware because it is one of the most reliable and promising ecommerce platforms on the market”, says Riccardo Zanon, Head of ecommerce department at Vintageria. Vintageria decided from the start that they wanted to use open source technology for the implementation of the project. This approach has the advantage that the software is developed collaboratively with the participation of the community, so that many things are tested and improved. Therefore, Shopware’s open source approach represents another plus point for the company.
As a pithy statement of diversity, the models in the images in the online store wear different animal masks
To create a unique ‘80s and ‘90s atmosphere for the online store, a heavily adapted version of the Shopware Progressive Web App (PWA) was used. The visual design of the online presence and the performance of the user interface are reminiscent of a 1980s video game. Vintageria’s online store is inspiring with different, individually created videos and memes, as well as several small animations that fit in with the topics of sustainability and inclusion. “Customers have given very positive feedback on the content of the website, and some even said they made purchases on the ecommerce store because they liked the atmosphere”, says Riccardo of Vintageria.
The loading, ZX Spectrum style
Vintageria's online shop also convinced the jury of the Awwwards, an award for design, creativity and innovation on the internet. Here, the shop achieved an average rating of 7.41 out of 10 points in the categories design, usability, creativity, content, mobile and development.
An online vintage fashion business has special requirements which Vintageria’s new online store had to accommodate. To implement the specific conditions and very complex frontend requirements, HCE developed a total of 30 customised extensions. These were integrated seamlessly into the core Shopware features thanks to the flexible structure of Shopware. “As our products are all unique and we only accept online payments, HCE had to adapt the entire checkout and ordering process in order to test availability in real time, thereby avoiding ‘duplicate selling’, and to remove outstanding unpaid orders”, says Riccardo of Vintageria.
The pixelated smileys, which appear on the faces of the people depicted, and which are part of the unique charm of the online presence, required the development of a user-friendly extension by HCE. To implement this feature, HCE provided the smileys and integrated artificial intelligence, which ensures the correct final position of the smileys on the image in question.
The homepage slider with a pixelated smile
Vintageria is the first online store based on the new Shopware PWA. This enabled those involved to work on the project with no limits to their creativity whilst retaining the customary user-friendliness. Vintageria wanted to use an individual and original theme instead of a preconceived one, and this was possible thanks to the Shopware PWA and the headless infrastructure. Another positive was that with the PWA, the frontend logic is completely separate from the logic in the backend. This aspect enables the creation of interfaces that are precisely adapted to the relevant requirements, and allows plenty of freedom in designing the online store. “As we were on the lookout for something new, Shopware 6 with its PWA feature was recommended to us. We particularly liked the flexibility of Shopware, which optimally fulfilled the requirements of the project. We were already familiar with Symfony, the basis of the software, and we were therefore able to familiarise ourselves quickly with the product,” says Emanuele Bottaro, co-founder of HCE.
In this video, Dominik Klein, Developer Experience Manager at Shopware, explains what excites him so much about Vintageria’s online store and how the web store utilises the advantages of PWA.
Together with HCE, Vintageria created the online store for the label within nine months. Customers can currently browse around 2,000 individual vintage items in about 40 different product categories in the store. At the moment, the ecommerce website is available in English and Italian but also dispatches worldwide. Since the online store went live at the end of November 2020, Vintageria recorded a considerable increase in conversions after just a few months. Whereas it was once one sale per day, it is now four to five sales a day. Furthermore, the organic search position of the ecommerce website has improved. 75% of the traffic was generated from mobile devices, which suits Vintageria’s young target group (18 to 30 year olds). The fluid and user-friendly mobile shopping experience, which is made possible by Shopware’s technological base and the PWA features, is all the more advantageous.
The launch of Vintageria’s online store was a success and Shopware was also able to fulfil the special requirements of the project due to the new PWA. “Thanks to the reliable infrastructure and the integration of a highly-modern PWA frontend, we feel that the ecommerce website is already very future-orientated. We’re planning to use the PWA features more intensely, particularly the interaction with users. We also know that when the online store grows, thanks to the solid embedding of Shopware and its capacity to process large amounts of data, we can continue to deliver a good service”, says Riccardo of Vintageria. In the future, the company is planning to extend its digital strategy and also to rely on Shopware’s multi-channel approach to achieve new integrations and activities.
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