Redesign
Fashion NOVA
There are way too many things going on in this website.
There are multiple sale tabs, way too many of the same clothes or clothing types in different tabs, and has a terrible flow of organization. The main issue is that the tabs that are supposed to be there are not in the spot it is supposed to be. This is not a self-evident site and screams for minimizing.
Competitors
I.AM.GIA, Nasty Gal, TOBI, ModCloth, TOPSHOP, Everlane, Reformation
I.AM.GIA -
Very beautiful layout of the newest collection will appear in different forms of clothing styles when scrolling down.
Header stays in tact while scrolling anywhere on the website. First two tabs are reasonable for users to navigate to. Most people either want to see the new items or a sale! Hierarchy of importance exists in the header... although most websites have a sale tab on the last tab. Wishlist Bag and Search button is where it's supposed to be. Top right corner. All of the other information such as shipping and contact located on the footer along with a subscribe button which is not annoying like other sites. Login and register located next to money conversion dropdown menu on top left which is beneficial for people to use.
When searching for clothes, it is very seamless showing same, clear quality pictures with a pleasing layout with a very clear filters button.
NASTY GAL -
Like I.AM.GIA, there is a header with all the important categories. The discounts are very clearly put out there which alarms customers there is a deal... and consumers will definitely check out more clothes that way. Search button, money conversion, shopping bag, account info and wishlist all on the top right. Very seamless viewing through items in 1:1 ratio pictures. Straightforward and straight to the point. Nicely aligned drop down box within each tab... with more discount boxes. Straightforward noticeable filter tabs! There is also a blog tab with the community and events for the company which is pretty fun. Facebook chat app attached to the website to contact your friends about your shopping habits.
TOBI -
Discount Pop up box right when you enter the page. Makes it easier to find a deal. Like I.AM.GIA and NASTY GAL, there are straightforward tabs and easy to find navigation, money conversion rates, account info, shopping cart and wishlist. Beautiful drop down boxes with everything in perfect alignment with each style of clothing. There are discount sections all over the website that are very eye-catching.
MODCLOTH -
ModCloth is a little different from other sites... the search bar is on the top left, which is still reasonable along with a chat button, shopping cart, and account info on the top right. Reasonable tab names and in the drop box menu it has a separation from regular ModCloth clothes and the featured ones (the styles on trend today). This makes it easier for people to look for what they want immediately. When you start shopping, discount pops up in a white box, which is very bright against the pastel pink background of ModCloth. Filters and page numbers clearly shown with seamless item viewing.
TOPSHOP -
Very fashion forward with professional models and shoots. Clear discount button with everything that all the other sites have. Seamless item viewing, reasonable tab names and clear filter section.
EVERLANE -
Not as much information as the other websites on the top of the homepage but very minimalistic and fits the type of people who are the target for this site. Sustainability and comfort. Most pictures are of the quality of the shirt and not the models. Pop up box for free shipping. Map for sustainability. While navigating you can also check your shopping cart. There are clear photos and viewing is seamless. There is a button that you can press to go back to the top of the site in case you missed something.
REFORMATION -
Very much like Everlane's website. Very minimal and targeting people who are practicing sustainable fashion. Navigation is easy and clean with clear filter tabs and viewing options.
Persona Info
Most of the people buying from Fashion NOVA already are YouTubers, fashion influencers, and women in their teens to their late 20s.
The items they have on their website goes from trendy athleisure to clothing you could possibly wear to work, sexy lingerie, casual streetwear, loungewear, club wear, party clothes, and fancy/formal event clothing.
Most women in general can find at least one thing on this website that they would wear.
This website is also highly supported by Kylie Jenner and celebrities like Cardi B so this would attract all the Gen Z's as they are always on Instagram looking for inspiration in their own wardrobe.
