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Modest fashion retailer, Aab chooses Velstar to overhaul its e-commerce ahead of its peak season

Sadiyah Ismailjee
06 August 2020

British modest fashion retailer Aab has overhauled its e-commerce offer with help of Velstar, a full-service Shopify Plus agency.

Aab appointed Velstar to migrate and upgrade its site ahead of its peak season, and launch its new Eid collection, which traditionally is in the four weeks leading up to Ramadan.

Velstar won the brief following a three-way pitch and with a clear mandate to migrate Aab’s site from the Magneto 1 platform, which would cease to be supported from June 2020, and to increase traffic and conversions.

Shopify Plus was selected as the alternative platform, as its multi store set-up enables brands to scale internationally, allowing Aab to quickly tap into a global audience.

The agency then applied a suite of core improvements to upgrade the site experience, putting UX/UI at the heart of its strategy and created a user-friendly responsive design to work across all devices. These included updates to the back-end to improve speed, the UI SEO and data migration, as well as setting-up and integrating Loyalty Lion.

Velstar was selected for the Aab brief because of its extensive Shopify expertise and fashion marketing credentials. Since launching in 2016, the agency has built over 80 Shopify stores, become an approved Shopify expert and is one of only 50 Shopify Plus approved partners, globally.

The company has improved the online visibility, user experience, traffic and sales for brands including BOYYellesse, Linda Farrow, Lavish Alice, Miss Pap and Storksak.

Altaf Alim, Commerical Director at Aab commented: "We had a very positive experience working with Velstar on our website replatform from Magento 2 to Shopify Plus. Having been let down by other agencies in the past, it was refreshing to work with Velstar who delivered the website to spec, our exacting standards and crucially on time and within budget."

Says Dan Sheard, Velstar Managing Director added: “The opportunity to work with Aab and update how they manage their online business is an incredible win for the agency. The move to a Shopify Plus platform will provide the business with the flexibility to grow the number of its sites in line with their growth ambitions.

“While Shopify might be perceived as a platform for small independent start-ups, this launch proves it works for bigger brands too. We would recommend that any etailer doing £5m+ in sales or looking at a site migration, due to upcoming Magneto upgrades, considers moving their store onto Shopify Plus. It’s a no brainer if you want to increase revenue and productivity.”

Aab began as a small boutique label in London back in 2007, providing modest and stylish designs and making them more accessible for the everyday woman seeking ethical and suitable modest fashion.

Th brand offers modest ranges made up of interchangeable pieces for any occasion. It identified a gap in the market and has become a "go to" premium brand online for modest wear.

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