Development of an e-commerce site for a trainers brand
For Joia Paris, our agency has developed an e-commerce site designed to reflect the uniqueness and philosophy of the brand, which specialises in chunky trainers. The site is fully responsive and ensures an optimal browsing experience on any device, making online shopping simple and enjoyable.
The structural feature that sets this project apart is the way colours are managed. In the catalogue, each model has its own page for every colour variant, rather than a single product page with a colour selector. This is a deliberate choice: in fashion, and with trainers in particular, colour is not merely an attribute of the product but an integral part of the product itself, because buyers fall in love with a specific colour combination.
In terms of visibility, the result is straightforward: each colourway becomes a standalone, indexable piece of content, capable of capturing searches that mention the colour alongside the model – a very common occurrence in this sector.
The catalogue is also divided into women’s and men’s sections – a standard structure for a footwear brand – and the platform has been built on Magento with a full range of e-commerce functions: registration and customer area, shopping basket and checkout. The website is available in Italian and English, in keeping with a brand that appeals to an international audience right from its name.
In fashion, colour is not an attribute; it is the product
Most online shoe retailers use a single product page per model with a colour selector. It looks tidier, but it hides a problem: people searching online don’t just type in the model name; they type in the model along with the colour, because it’s that specific combination they’ve fallen in love with.
With Joia Paris, we therefore gave each colourway its own page. Each variant thus becomes a standalone, indexable piece of content, capable of capturing those searches. It’s an example of how a decision that appears to be structural is actually a decision about visibility, and one that must be made at the start of the project rather than afterwards.
NewVisibility was founded in 2013 based on an idea by Andrea and Luca, lifelong friends who had been building websites long before giving their venture a name: more than 20 years of experience. Since then, we have worked with over three hundred clients. We are a team on a human scale: you speak directly to those working on the project, with no middlemen, even after publication.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which developed the platform on Magento and designed the catalogue structure.
Chunky trainers, with a catalogue divided between a women's and a men's collection and a range offered in numerous colourways per model.
Because in fashion, colour is part of the product, not an attribute. People searching online name the model together with the colour, and a dedicated page captures that search.
Visually, yes, but visibility is lost. With a single product page all the variants compete for one piece of content, instead of each covering its own search.
Yes, it is fully responsive. In fashion, mobile accounts for the majority of purchases, so the layout is designed first and foremost for that screen.
Because the brand addresses an international audience. The English version makes it possible to serve foreign markets with their own content and metadata.
Yes. We design sales platforms tailored to the logic of the sector, from managing sizes to colour variants and seasonal collections.