About Damsel in a Dress
Damsel in a Dress targets confident, vibrant, and individual women who embrace the feeling of wearing clothes that are cut to flatter the female body. The concept is “Bond Street on a Budget” – luxury timeless pieces at affordable prices.

The designer behind the brand is Alison Mansell, who designed ‘that famous grey spotted dress’ worn by Samantha Cameron. In February 2010 the brand debuted exclusively at nine John Lewis stores across the country and the John Lewis online store.

Damsel in a Dress fuses embellished vintage with must-have designs that can easily take you from day to night, or dressed up to dressed down simply by adding high heels and a hat for Ascot or flip-flops and a cardigan for a Barbeque.

The brief
Launch a new ecommerce platform and online presence for Damsel in a Dress.
  Business requirements
  • Create an engaging online brand presence for Damsel in a Dress.
  • Create a user friendly online store that can grow inline with the Damsel brand.
  • Develop custom modules to integrate with back office systems.
  • Integrate with third party affiliates and track online sales.
The results
  • Year 1 predicted turnover achieved within 14 weeks of launch.
  • Year 1 predicted turnover increased by over 600%.
  • A fully scalable and customised ecommerce platform launched within 6 weeks.
  • Visitor numbers increased by over 300% within the first 4 weeks from launch.

Visit the Damsel in a Dress website

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