By Association Only and Victoria Beckham’s relationship started in July 2023, when the agency was commissioned to guide the brand’s existing Shopify store under a strategically-led retainer.

As with any strategically-led retainer, work began with a site-wide audit to evaluate Victoria Beckham’s data and expose any opportunities for betterment.

The audit also provided the chance for our strategists to consider the existing UX and any other areas of potential improvement to the site.

Today, as highlighted in this article by The Financial Times, the Victoria Beckham brand has seen revenue increases of 44 per cent to £58.8mn.

This case study explores three key areas where we have made a positive impact on Victoria Beckham’s performance, including:

Updating Victoria Beckham’s design language to better reflect the premium nature of the brand has been a key objective for By Association Only. We have also worked to improve the infrastructure of the website to make it easier for the merchant to manage internally and so it performs more effectively.

Improving the design language and infrastructure of a website often goes hand in hand.

One way in which By Association Only improved the design language of Victoria Beckham’s website was to focus on search.

Our goal was to encourage site visitors to utilise search as well as to better the experience when they do so. To do this, we exposed search in the website header as well as made it sticky so it remains on screen as users scroll.

We also bettered the search experience by redesigning the initial state of the overlay to make it customisable and to show larger images. This allows the Victoria Beckham team to highlight categories that best represent the brand and drive additional sales.

Other ways in which we have refined the design language include creating a gallery view with preview images on the product pages, improved the visibility and usability of sizing information, reimagined the wishlist journey to encourage customer account creation, built a “pair it with” section and redesigned the cart.

To unveil more detailed insights we worked with the Victoria Beckham team to configure the brand’s GA4 and build custom events to track user behaviour across bespoke elements of the website.

Victoria Beckham founded her namesake brand in 2008 with a collection of dresses recognisable for their cut and fit. 

Today, the British label offers sophisticated yet wearable ready-to-wear, footwear, eyewear and leather goods, all developed from its London atelier as well as offices in London and New York.

As well as its online store and flagship store in Mayfair, London, Victoria Beckham is carried in 230 stores in 50 countries worldwide, with dedicated personalised spaces in key department stores.