Developing a webshop strategy

Content plan for Fred de la Bretonière and Shabbies

The two brands of Fred: Fred de la Bretonière and Shabbies Amsterdam together form a complete shoe and bag collection with a sympathetic appeal and a classic touch. The collections are characterised by simplicity, elegance and feminine independence, with attention to wearability and an immaculate finish. What's more, the use of animal prints varying from crocodile to python patterns are typical of the Fred de la Bretonière collection.

The task given to us by Fred de la Bretonière: develop an online webshop strategy to generate more sales. This applies to both the webshop of  Fred de La Bretonière and Shabbies Amsterdam

Kega often comes across online content that is the result of a “battle” between purchasing and marketing. So we sat down with the people involved with the content creation in various sessions. Here are some of the questions we asked them:  What makes you stand out? What does the customer want to see at what point in the customer journey? How do others do this? Based on these sessions, we developed the UX wireframes for each brand in consultation with the client.

Within the wireframes, we defined the functional specifications of the homepage, sub-homes, the PLP and the PDP. We also developed an online style guide and a fresh new design for the Fred de la Bretonière and Shabbies online shop.

Completely new design and set-up of the online shop for Fred de la Bretonière and Shabbies. In doing so, we looked at the many distinctive customer journeys that the various consumers have at different moments. Check out the online shops of Fred de la Bretonière and Shabbies.

If you want to know more about this case and how Kega tackled the online content plan, please contact Erica Twigt at or call +31 (0)252-750275.