diMARE

diMARE is a fashion brand known for its women’s clothing collections, fashion shows and stores. Because it also speaks to international customers, it needed an English website that reflects the brand’s luxurious and elegant stance.

Services Provided

Web Design

We designed a website that uses the collection shoots at full screen and supports the brand’s luxury feel with a dark top menu and clean typography. With the Collections, Fashion Show, Company, Our Shops and Contact sections, visitors can easily reach all the information they need, from collections to stores.

Graphic Design

We prepared visual layouts and banners for the collection pages and fashion show areas. We also adapted the use of the logo to the web so the site appears with a consistent identity from start to finish.

Google My Business

We created the brand’s Google My Business listing and organized its address, contact and opening hours details, so customers can find the store in Google search and on the map.

Basic SEO

We set up the basic SEO elements, including page titles, descriptions, URL structure and image alt text, to lay the groundwork for the site to be listed correctly in search engines.

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Project Summary

Client: diMARE

Industry: Fashion (women’s clothing)

Year: 2018

Services Offered:

• Web Design
• Graphic Design
• Google My Business Listing
• Basic SEO

Result: diMARE now has a website that presents its collections and fashion shows impressively, speaks to international visitors and can be found on Google.

A closer look at the diMARE project

The English website we prepared for diMARE set out to carry a fashion brand’s luxury feel into the digital space. In this section we cover the brand’s initial need, why the web design, graphic design, Google My Business listing and basic SEO steps matter in this industry, and what similar brands should pay attention to.

The project dates from 2018. As we describe the design decisions we made at the time, we also point out which parts still apply for brands planning a similar project today.

Starting point: an English showcase for international visitors

diMARE is a fashion brand known for its women’s clothing collections, fashion shows and stores. Because it also speaks to international customers, the language of the site was set to English. This decision affects more than the copy; it shapes the whole structure of the site, from menu names to page titles.

The brand’s second expectation was that its luxurious and elegant stance should be felt on every page of the site. In fashion, visitors form an impression of which segment a brand sits in within a very short time. A cluttered layout or overloaded pages weaken that impression, however strong the collection is.

A luxury feel in fashion brand website design

A fashion brand’s website has to put the collection first while keeping the interface in the background. On the diMARE site we built this balance on three design decisions.

Full-screen collection images

We chose a structure that uses the collection shoots at full screen. Large images show the texture of the fabric, the cut and the whole outfit in detail, while photos squeezed into small boxes can make the same product look ordinary. For this approach to work, the images need to be high resolution and shot in a consistent style.

Large images also have a cost: if file sizes are not balanced, the page loads late and the visitor may leave before seeing the collection. That is why, on a fashion brand website that uses full-screen images, the balance between image quality and loading speed is as important a decision as the design itself.

A dark top menu and clean typography

The dark top menu creates a fixed frame among the changing collection images and separates the navigation area clearly from the content. Clean typography does not compete with the images. This simplicity directs attention straight to the collection and supports the brand’s elegant stance.

Why is the fashion show area a separate section?

A fashion show shows how the brand presents its collection on stage, and it carries an atmosphere that catalog shoots cannot convey. Keeping the Fashion Show section apart from Collections on the diMARE site lets these two types of content tell their own stories without getting mixed up.

The section structure, from Collections to Our Shops

The site consists of Collections, Fashion Show, Company, Our Shops and Contact sections. These sections let visitors easily reach everything they need, from collections and fashion shows to the brand story and store and contact details. Short, familiar section names help visitors from different countries move around the site without trouble.

The Our Shops section is the site’s door to the offline world. When a visitor looking at the collection can reach store information in one step, it is easier for the interest that began on the site to continue in the store.

Graphic design: carrying the diMARE identity from page to page

We prepared visual layouts and banners for the collection pages and the fashion show areas. Fashion show images carry a different energy from catalog shoots, with movement, stage lighting and crowded backgrounds. To show these two kinds of visuals in harmony on the same site, crop ratios, spacing and text placement have to follow a shared layout.

Keeping the text on collection banners short and clear rests on the same principle. The name of the season or a short headline tells the visitor where they are without getting in front of the image. Longer descriptions are easier to read inside the collection page, below the image.

We also adapted the use of the logo to the web. A logo that works well on printed materials may not look as sharp on a dark menu bar or a small screen. Light and dark background versions of the logo, its minimum size and the space left around it form the basis of a site that looks consistent from start to finish.

For brands that want to put these rules in writing for all channels, beyond the website, corporate identity work is the right place to start.

Being found on Google: the business listing and basic SEO for diMARE

An impressive site only reaches its goal if it can be found. That is why we took two complementary steps on the project: the business listing and basic SEO settings.

These two steps answer different search intents. Someone searching for the brand by name often wants the store address or opening hours, while someone interested in the collection wants to go straight to the relevant page of the site. The business listing meets the first need, and the site’s basic SEO settings meet the second.

The Google My Business listing

We created the brand’s Google My Business listing and organized its address, contact and opening hours details. Thanks to this listing, customers searching for the store can reach the information directly in Google search and on the map. The service is now offered under the name Google Business Profile; the basic idea is the same: correct, complete and current business information.

For a fashion brand with a physical store, this listing is a bridge that turns online interest into a store visit. The next question for a visitor who likes a collection on the site is often “Where can I see this piece?”

The listing keeps its value only as long as it stays current. If special opening hours during holidays, or a newly opened or relocated store, are not entered in time, customers may find a closed door.

Basic SEO settings

We set up the basic SEO elements, including page titles, descriptions, URL structure and image alt text. On an English site, these settings also need to be consistent with the language of the site; an English page with a Turkish title confuses both the visitor and the search engine. On an image-heavy fashion brand website, alt text also helps search engines understand the collection images.

The same consistency applies to the URL structure. Short, readable addresses that match the section names tell visitors what a page is about and look trustworthy when shared.

If other language versions will be added to the site later, Google’s guide to managing multi-regional and multilingual sites explains the basic principles for structuring them.

How do we work on fashion brand website projects?

When we work with a brand that stands out through collection and fashion show visuals, like diMARE, a large part of the process is putting existing content in the right order. These are the steps we follow in similar projects:

1. Audience and language: We settle who the site will speak to and in which language.
2. Section structure: We plan the main sections, such as collection, fashion show, brand, stores and contact, and the transitions between them.
3. Image selection and layout: We decide which images will be used at full screen and which inside a gallery, and we define cropping and text placement.
4. Identity adaptation: We define the rules for using the logo and typography on the web.
5. Findability: We set up the basic SEO elements, create the business listing and organize its details.

This order lets the design of a fashion brand website take shape around the images, and keeps the images from being forced into a ready-made template afterward.

Practical takeaways for fashion brands

The diMARE project highlights a few important points for fashion brands that also speak to customers abroad:

• Decide on the language early. The language or languages the site is published in affect everything from the menu to the URL structure, and changing them later is more work.
• Prepare your image archive. Images to be used at full screen need to be high resolution. If the shoots you have are not enough, fashion photography strengthens the visual foundation of the site.
• Think of the fashion show as separate content. Fashion show footage tells a different story from collection shoots and shows the brand’s presence on stage.
• Keep store information consistent. When the store details on the site and the Google business listing match, customers do not end up at the wrong address.
• Have the copy written at native level. On a site in a foreign language, a careless translation can damage the luxury feel faster than the images can build it.
• Keep it simple. A luxury feel is often created not by what is added but by what is left out.

If you are planning a similar site today, you should also take into account that a large share of visitors will view it on a phone. How full-screen images will be cropped on small screens is something to work through separately at the design stage.

Frequently asked questions

Which services were provided in the diMARE project?

In 2018 we provided web design, graphic design, a Google My Business listing and basic SEO services for diMARE. The project was built around an English website that puts collection and fashion show content first.

Which sections does the diMARE website have?

The diMARE website has Collections, Fashion Show, Company, Our Shops and Contact sections. This structure lets visitors easily reach everything from collections and fashion shows to store information.

Which language should a fashion brand website be in?

The language should be chosen according to the customers the brand targets. Because diMARE also speaks to international customers, an English site was chosen; for a brand that sells only in its home market, Turkish may come first.

What should the design of a luxury fashion site look like?

Large, high-quality images, clean typography and a small number of clear menu headings support a luxury feel. Keeping the interface in the background directs attention to the collection.

Why is a Google Business Profile important for fashion stores?

A Google Business Profile makes the store’s address, phone number and opening hours appear in Google search and on Maps. A customer looking for the store can reach this information without visiting the site.

What does basic SEO bring to a fashion site?

Basic SEO, through page titles, descriptions, URL structure and image alt text, helps search engines understand the site correctly. It does not guarantee a ranking, but it forms the groundwork for all later visibility work.

Let’s plan the right showcase for your collections together

For a website that reflects your brand’s stance and a business listing that can be found on Google, let’s look at your needs together. For a similar ready-to-wear project, you can look at our Dora Moda project, or write to us through our contact page.