As you know, my brand is Kaoa and she was born in Portugal. Among the products that the brand sells, we can find dresses, jumpsuits, bodys, tops, pants, coats, skirts, etc. Importantly, it’s an exclusively female brand.
On the other hand, with a personalized design, her website reflects the feminine, elegant and exclusive style of clothing. Furthermore, it transmits the formal and emotional tone of the brand that her consumers also have. For this reason, the audience engage with the brand’s personality because Kaoa has a specific target and isn’t aimed to any type of public.
Firstly, as for the structure of the website, at first sight it’s a welcoming site because transmits her values based on formality and elegance through a white tonality combined with professional photographies and with high photographic quality and fashion models. It’s full of blanks spaces and there isn’t saturation of information. For this reason, it’s easy to read the page, to interact in it and represents very well the personality of the brand.
It’s a typical website inside the fashion world, especially because the clothes are modern. In the right top you can access to your personal account and you can see a basket in which there are accumulate the items that you want to buy. On the other hand, in the left top of the page we can see that the web is available in two languages: Portuguese and English, and can be purchased in 3 types of currency: Dollar, Euro and Reais.
Looking down, also it’s important to emphasize that the font and the photographies transmit peace and they are in harmony. Moreover, about the font, it’s used throughout the page and the capital letter is used to highlight the titles and to draw more attention. They combine the black color and the red color to highlight the options and the prices.
Secondly, the main menu is very simple because it’s only made with three options: the home page, the contacts and the collection, which contains the different items or products that the brand sells. The website has a logical structure and an easy and clear navigation but there are some options that don’t offer too many help or information in them. Also, we can see the pictures of clothes in groups of three or one in one.
Furthermore, in the bottom-left corner are different options about delivery, terms and conditions of use, legal notice or other information about the brand. Also, we can find information about our orders, our credit slips or our vouchers. During you stay inside the home page, you can use a small arrow located in the bottom-right corner that takes you up the page quickly.
As we can see, the website has a minimalist and attractive design that facilitates the understanding to the client. This design is made by the ForDesign agency and there are the copyright statement at the bottom of the website. In adittion, there are many photographies that it grab and hold our attention because we can see the different products dressed by the models. Also, Kaoa uses these photographies as visual helps and as buttons in 3D to be able to accede directly to the page of the collection of clothes. The design transmits the main objective of the brand and her essence.
Thirdly, the site uses this way to interact with the consumer for two reasons. The first is that it offers photographs and helps to expand the user’s knowledge about the brand. On the other hand, the most important is that it allows online shopping. This will satisfy the needs of the consumer, since you can see and buy the product that you want thanks to the website. About e-commerce, the purchase process is very simple and the user experience is valued positively. As on most pages, it’s necessary to create an account to make an online order.
On the other hand, in the bottom part, the website offers the possibility to subscribe for the newsletter accompanied by a direct access to different social networks like Instagram or Facebook, but they don’t have Twitter, Pinterest or Blog. In this case and in all the website, a new tab opens from the main web, and navigation isn’t lost. Also, there isn’t Plug-In share or social news feed news box. Finally, as a plus, we found that the page is optimized for mobile phones and iPads.
The first negative point is about the help section and costumer service because it isn’t good and complete. They should have a specific section in which the different ones and more common FAQS were answered. If you have any doubts, you have to contact yourself across a message, therefore, it’s difficult to obtain an immediate answer.
As for the contact information, we only have the messenger service customer. On the other hand, we don’t know the address of the physical store because the opening is very recently and haven’t yet updated the website. But we also don’t know any other brand information such as the contact phone or a brief description of her history. They should fill the section “About us”, since it’s totally empty and because there are people who enter in the website through social networks and don’t know absolutely nothing about it.
Finally, another negative point is the absence of a search option. The products of Kaoa are named with proper names to be better distinguished. Therefore, consumers could make their purchase faster with a search option to find clothing by the name.