Manuka (yoga and lifestyle apparel) – www.manukalife.com
Vs.
LuluLemon (technical athletic clothing) - www.lululemon.co.uk

Manuka

Fitness and exercise is steadily working its way up many people’s priority lists as our culture becomes more health conscious. A growing number of retailers are tailoring content to women who want to remain fashion-forward as they get fit, and British brand Manuka is a great example of this trend.

The website immediately reflects glamour and luxury, with a front page dedicated to a large image carousel featuring a model striking poses on an exotic location photoshoot. These images are aspirational and position Manuka as an affluent lifestyle brand.

The front page clearly points customers in the direction of each different collection, including yoga and pilates, loungewear and activewear, as well as the featured Autumn/Winter collection, titled ‘The Awakening’. This is very visually appealing; the majority of customers visiting the site will be looking for yoga gear, as this is what Manuka is known for, but the option to browse through new styles and collections is helpful.

Overall, the site’s navigation is excellent – a click on the ‘Luxe Lounge’ collection takes the user directly to a cleanly laid-out page of products.

There is a zoom function on product pages, as well as a front and back view of the item and images of a model wearing it, which goes some way to inform users of how the item fits the body. Features and fit are described in detailed bullet points beside the photographs. However, Manuka could add to this by introducing a video function, as this would show how the fabric hangs, stretches and moves naturally.

Ratings and reviews could also enhance product pages, as these would serve to increase confidence in each product – customer reviews are highly trusted by potential buyers.

Adding an item to the shopping basket and making a purchase is easy, with the welcome option to check out as a guest which saves completing the often lengthy registration process.

Manuka’s shopping experience is an enjoyable one, with a very stylish and upmarket brand identity clearly reflected in each area of the site – this clothing is beautiful as well as functional, and so displaying it in a fashion editorial style adds to this impression.

Lululemon

Interestingly, this homepage does not bear the name ‘Lululemon’ anywhere, instead simply displaying the inconspicuous brand logo. This demonstrates the cult following Lululemon has built up both in the US and the UK – it takes confidence in customers’ devotion to leave out the brand name altogether.

Although Lululemon’s range is by far the more expensive of the two brands, imagery on the homepage is far more functional than Manuka’s, showing the products in-situ and being used for their intended purposes. There are ranges for both men and women promoted on the homepage, with dynamic imagery and catchy slogans such as ‘try it with the lights off’ (for UV yoga gear) and ‘weather the storm’ (for water-resistant menswear).

Lululemon’s focus seems to be on the practical, everyday aspect of fitness, and this down-to-earth attitude makes it easy to imagine actually buying and wearing the clothes. We see models running, doing yoga, fixing bike wheels and setting out on woodland walks – a far cry from the remote beach paradise of Manuka’s campaign. Lululemon is showing us that its range is made primarily for performance, with a fashionable edge as a bonus.

Product pages are outstanding; alongside the snappy, conversational text detailing key features and tech specs, both video and customer reviews are available for many products, with the video feature showing each product worn by a model. The item’s style and performance qualities are highlighted throughout the video, drawing attention to features like breathable fabrics, flat seams and cross-back strap designs on running tops.

To enhance this even further, Lululemon could add interactive imagery to give customers more control over how they view each photo – 360 and 3D spin allow users to see objects from many different angles, with the option of zooming in to see intricate details such as stitching and fastenings.

When an item is added to the shopping bag, a large pop-up window appears displaying the contents of the bag – the option to pay immediately is offered up, making the process even quicker.

Lululemon’s breezy, practical air makes this online shopping experience a pleasure; all the relevant information is provided, while attractive imagery and informal written copy on the site show the brand’s fun identity throughout.

 

By David Brint, Sales and Marketing Director at SpinMe.

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