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Schway launches innovative showcase with Sofeminine
Jun '09
Sofeminine.co.uk is the first online publisher to release Schway, the next-generation outfit creator, as it relaunches its site. Liberty, Next, Shop Direct and Aftershock provide the colourful content in a really engaging and rewarding customer experience.

Schway lets people create and coordinate styles online, giving easy access to buy their favourite ensembles. The aim is to retain users by entertaining them with the possibilities of fashion, reducing the risk of buying and returning uncoordinated items and the bother of carrying armfuls of clothes into changing rooms. A new way to shop online.

Digital marketing strategist, Leon Bailey Green says, “Because of Schway's interactivity it is natural that users will see more items which leads to a higher propensity to buy and an increase in basket items. Not to mention the development of an emotional connection between the user and the items. For online stores that want to be seen as innovators Schway is a must-have addition.”

Liberty, Next, Shop Direct and Aftershock have been the first of the innovators. “We are delighted that such different retailers are bringing so much life and colour to Schway” says Eamonn Clarke, MD of Schway Ltd. “There are further opportunities for retailers, publishers and sponsors who want to engage new audiences as we prepare various language versions for Europe.” Clarke adds, “The app gains maximum exposure for products and brands across social media, including Facebook and Bebo, engaging new customers and driving traffic to increase conversions.”

Sofeminine.co.uk currently receives 834 thousand unique visits and 11.6 million page impressions a month in the UK (Source Smart Adserver May 2009). Part of the AuFeminin Group based in Paris, the French site alone has 9 million unique visitors a month and 187 million page impressions a month (Source Smart Adserver May 2009) with further satellite sites in Germany, Spain, Italy, Belgium, Switzerland, Morocco, Canada and Vietnam.

Marian Buckley, Editorial Consultant for sofeminine.co.uk says, “We have partnered with Schway because the application helps to make online shopping more fun and gives sofeminine.co.uk visitors the opportunity to be creative and experiment with outfits.”

Future plans for Schway include: collaboration with the London College of Fashion in early July, in-store touchscreens on the High Street and mobile apps as well as versions for menswear, teen and childrenswear.


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