Case Studies

Elevating Ecommerce with Subtle Motion, Angle, and Scale

By
Emily Anderson
July 5, 2023
At the heart of Maison Margiela's e-commerce strategy lies a deliberate and calculated use of subtle motion to enhance the presentation of its products. Unlike the prevalent trend of flashy animations and overwhelming visual effects, Margiela opts for a more refined approach, employing restrained movements that bring their products to life in a captivating manner.

At the heart of Maison Margiela's e-commerce strategy lies a deliberate and calculated use of subtle motion to enhance the presentation of its products. Unlike the prevalent trend of flashy animations and overwhelming visual effects, Margiela opts for a more refined approach, employing restrained movements that bring their products to life in a captivating manner.

Subtle motion

Within Margiela's e-commerce ecosystem, garments elegantly sway and accessories delicately flicker with subtle light. These carefully orchestrated animations add a touch of dynamism to the online shopping experience without overpowering the primary focus—the products themselves. By utilising understated movements, Margiela creates an environment where customers can engage with the items virtually, evoking a sense of tactile exploration and enhancing their desirability.

www.maisonmargiela.com

The strategic use of subtle motion serves multiple purposes. Firstly, it captivates the viewer's attention, drawing them into the digital realm and encouraging them to delve deeper into the product offerings. The use of subtle motion adds a layer of realism to the online shopping experience. In a traditional brick-and-mortar store, garments would naturally move with the wearer, catching the eye and revealing their unique qualities. Margiela's animations emulate this natural movement, providing customers with a more tangible representation of the product. By creating a sense of authenticity and realism, Margiela bridges the gap between the digital and physical realms, helping customers envision how the garments or accessories would behave and interact with their own bodies.

The strategic deployment of subtle motion also creates a sense of exclusivity and sophistication, aligning with Margiela's luxury brand identity. By eschewing overt animations and instead opting for refined movements, Margiela maintains an air of elegance and understatement. This approach resonates with their discerning customer base, which appreciates the brand's commitment to craftsmanship and attention to detail.

Product angles

Margiela's mastery of showcasing products from unique angles is a testament to its unwavering commitment to providing an extraordinary e-commerce experience. In a departure from the conventional approach of relying solely on static front and back images, Margiela goes above and beyond by offering customers the opportunity to explore items through different product views. This innovative feature empowers customers to examine every facet and nuance of the products, as if they were holding them in their own hands.

The inclusion of 360-degree product views revolutionises the online shopping experience, bringing a new level of interactivity and immersion. Customers can examine  products from various angles. They can zoom in to observe the meticulous stitching, intricacies of embellishments, or texture of fabrics, replicating the intimate experience of physically examining the products in-store.

www.maisonmargiela.com

By providing a comprehensive view of each item, Margiela instills a sense of trust and confidence in its customers. The ability to explore the products from all perspectives removes any doubts or uncertainties that may arise from the limitations of traditional static images. Customers can thoroughly assess the craftsmanship, design details, and overall quality of the products, enabling them to make informed purchasing decisions with ease.

Furthermore, the 360-degree product views serve as a powerful tool for showcasing the brand's commitment to meticulous attention to detail. Margiela's dedication to craftsmanship is evident in every angle, allowing customers to appreciate the artistry and intricacies that set their products apart.

The inclusion of such immersive product views not only enhances the shopping experience but also contributes to building a stronger connection between the brand and its customers. It fosters a sense of transparency, allowing customers to engage with the products in a meaningful way and develop a deeper appreciation for Margiela's design philosophy.

Attention to scale

Margiela's commitment to providing an exceptional e-commerce experience extends to its careful attention to scale. The brand recognises the common challenge faced by customers in visualising how a garment or accessory would truly look in real life. To address this, Margiela skilfully incorporates contextual images into its product presentations, enabling customers to gauge size and proportions accurately.

By showcasing products on models or in styled scenes, Margiela offers visual cues that go beyond mere measurements. Customers can see how a particular item drapes on a person's body or how it complements other pieces in an ensemble. This approach not only provides a more realistic representation of the product but also allows customers to envision how it would fit into their own personal style and wardrobe.

The inclusion of contextual images in Margiela's e-commerce experience goes beyond practicality. It fosters a sense of confidence and empowerment among customers, as they can make more informed choices based on a visual understanding of how the products would look and feel in their own lives. The ability to see the scale and proportions of the items in relation to human figures or stylised settings creates a more relatable and engaging shopping experience.

In essence, Margiela's careful incorporation of contextual images to address the challenge of scale in e-commerce demonstrates the brand's dedication to delivering a seamless and informed shopping experience.

Clean e-commerce

In addition to its innovative use of subtle motion, precise angles, and attention to scale, Maison Margiela excels in creating an interesting and engaging brand experience through its overall e-commerce design. From the moment customers enter the website, they are greeted with a clean and minimalist design that embodies the essence of Margiela's aesthetic.

The simplicity of the website's design is intentional, as it allows the focus to remain on the products themselves. The absence of unnecessary clutter and distractions creates a visually pleasing and immersive browsing experience. Customers can navigate effortlessly through different product categories and collections, guided by an intuitive interface that ensures a seamless journey.

www.maisonmargiela.com

One of the standout features of Margiela's e-commerce design is the meticulous attention given to product descriptions. Each item is accompanied by rich and detailed information, providing customers with a comprehensive understanding of its features, materials, and craftsmanship. These descriptions go beyond the technical specifications, delving into the inspiration and narrative behind each piece. By incorporating storytelling into the product descriptions, Margiela creates an emotional connection with customers, inviting them into the brand's world and evoking a sense of curiosity and intrigue.

Accompanying the captivating product descriptions are evocative imagery that further immerses customers in the Margiela experience. The brand's visuals are carefully curated to showcase the products in the most compelling way possible. High-quality photographs and artistic compositions capture the essence of each item, highlighting their unique characteristics and inviting customers to envision themselves wearing or owning them.

The combination of rich product descriptions, evocative imagery, and intuitive navigation contributes to a holistic brand experience that extends beyond the transactional nature of online shopping. Maison Margiela goes above and beyond, creating a virtual space that reflects the brand's identity and allows customers to engage with its ethos and values.

Furthermore, the overall design of Margiela's e-commerce platform reinforces its commitment to delivering a seamless and enjoyable shopping experience. The interface is user-friendly, ensuring that customers can effortlessly find what they're looking for and explore the brand's offerings with ease. Whether browsing through different collections or seeking specific products, the intuitive navigation enhances the overall journey, making it both efficient and enjoyable.


In summary, Maison Margiela's e-commerce design encompasses a range of elements that contribute to an interesting and engaging brand experience. The clean and minimalist design, combined with intuitive navigation, sets the stage for customers to immerse themselves in the world of Margiela. The rich product descriptions and evocative imagery captivate customers, creating an emotional connection and inviting them to be part of the brand's narrative. Through thoughtful design choices and attention to detail, Margiela elevates the e-commerce experience, delivering a seamless and engaging journey for fashion enthusiasts worldwide.

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