Xile Clothing
Project Brief
Founded by entrepreneur Pat O’ Flaherty in 1981, Xile is one of Scotland’s most successful independent fashion outlets.
Stocking top-end denim, along with a distinctive range of casual wear, women’s wear and directional collections, the shop has gone from strength to strength, and now has three outlets in Edinburgh’s Prince’s Mall, two at Ocean Terminal and the G-Star store at St Andrew’s Square.
MTC Media were engaged after Xile had been failing online with a series of web site providers. The web site had been online a number of years, and already had a basic ecommerce facility. Xile approached MTC Media to completely redevelop the existing web site www.xileclothing.com, both in terms of design and ecommerce systems. They also wanted to achieve front page listings for many of the top designer clothing brand names, which are some of the most competitive phrases and keywords due to the value of each potential customer searching on those search criteria.
Implementation
MTC Media provided a completely new look and feel for the Xile web site, brining it up to date and inline with the brand web sites stocked by Xile. The design solution provided used the existing Xile branding and provided a synergy of aesthetics the Xile customer would expect, with functionality and an easy shopping interface.
The ecommerce system delivered was integrated with the in-store EPOS (Electronic Point of Sale) till systems to reduce overhead, and provide automatic stock updates between the web and the stores. Key members of staff were also identified to receive training on the ecommerce system, to allow the staff full control and management of the online shop moving forward.
Just as important as the functionality and design of the new web site, was the search engine readability and rankings. MTC Media designed the web site to maximize readability by the major search engines, as well as providing a full search engine strategy including Pay per Click, Link Building and ongoing optimisation.
Results
Since the launch of the new Xile web site, the sites traffic and sales have increased by several hundred percent. The online business for Xile has now resulted in several new staff positions being created to manage the online orders, with the site seeing constantly increased traffic and sales every month since MTC Media launched the new site.
The search engine strategy has also paid off, with MTC Media delivering several very high value front page rankings. For example below are a number of key brand name Google.co.uk web searches:
Keywords |
Number of Results |
Position |
Lyle & scott |
2,590,000 |
4 |
Lyle and scott |
2,490,000 |
4 |
Diesel clothing |
3,920,000 |
4 |
Adidas clothing |
4,150,000 |
5 |
Adidas clothes |
3,000,000 |
5 |
Luke clothing |
2,380,000 |
2 |
Fila clothing |
857,000 |
1 |
