My Chameleon Revamped Website and Mobile Site

Following growth and consumer demand, online fashion retailer My Chameleon is introducing a new responsive website and will upgrade its mobile site to enhance and refine the customer’s shopping experience. 

The revamped My Chameleon online store due for early April launch, will include quick ‘Add to Cart’ options, a two-step checkout process, the ability for customers to curate their own wish list and tailor their own browsing experience through advanced search and filter options. Furthermore, shipping options have been enhanced and payment options have been expanded to accept AMEX and payment installments as well.

With over 60% of My Chameleon’s visitors accessing the site through a mobile device, founder and director Giselle Farhat identified the growing need to create a more streamlined mobile experience. “The new mobile site is seamless and easy to use, which will further drive and increase customer engagement, conversion rates, carefully crafting a unique journey for the user. The update is a direct result of data analysis of customer behaviours and habits,” says Farhat.

An expansion of editorial content will highlight essential products, key trends, interviews, places to visit, exclusive shoots and collaborations with key partners, in order to further engage the user in this fast-paced and competitive online environment. The content will allow My Chameleon to further strengthen the webstore’s unique positioning and voice within the market.

Established in 2009, pureplay My Chameleon was founded by former finance manager Giselle Farhat, and continues to introducing new global contemporary ready-to-wear brands to the Australian market via its online platform, offering a different perspective on style.

My Chameleon has grown exponentially year on year, with a continuously expanding international customer base. The online retailer specialises in carrying a selection of premium and exclusive international brands including Jacquemus, Marques’Almeida, MM6 by Maison Margiela, Toteme and Simon Miller, as well as top-tier local Australian designers including Dion Lee, Christopher Esber and ELLERY.

The business is conscious of where and how the garments are made and has a focus on sustainability, offering brands such as BaseRange, The White Briefs and Organic By John Patrick, according to Farhat.

My Chameleon says it cultivates a philosophy of quality, design and sincerity, presenting a refined and modern edit of designer clothing, accessories, beauty and lifestyle products for independent and confident women.

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