Practicology is now Pattern

By Joanna Perry | Head of Marketing

Paul's Boutique is working with multichannel retail consultancy Practicology to maximise the potential of its ecommerce site and new brand positioning.

The fashion brand has engaged Practicology to help it build and deliver a digital marketing strategy that will both attract new customers and retain existing ones. Digital marketing activity undertaken by the brand will be designed to drive traffic to the new transactional website and optimise conversion on the site too. Acquisition marketing will include search engine marketing, affiliates and social activity; while email will also be used for retention marketing activity.

Practicology is also working with the brand at its London headquarters on an interim basis to help the business to establish a trading rhythm for its online channel. The recently re-launched site – which ships to customers around the world - aims to engage a new broader audience for Paul's Boutique as well as continue to serve its existing loyal customer base.

“Practicology have been a great resource as we initially ensured we had the right specification for our new website and now to ensure we maximise our online opportunity, with representing over 20% of our global turnover.  Practicology bring a wealth of experience to our business and are fully integrated into our business” said Paul's Boutique Managing Director, Daniel Morris.

Jeremy Wilson, COO of Practicology added: “We are delighted to be working with Paul's Boutique to ensure that the new website reaches its full potential. The brand has a great heritage, and the new season product has been very well received so we are excited to be assisting the brand to market itself to a huge potential international customer base online.”

About Paul's Boutique
Founded 13 years ago, Paul’s Boutique is now firmly established as an international fashion brand selling across Europe, Asia, the Middle East and South Africa.  Its unmistakable identity attracts celebrities and key influencers such as Rita Ora, Delilah, Jamie Winston, Mary Charteris and its product has featured in coveted titles, including Style magazine and

Founded by Paul Slade, the brand is named after the iconic Beastie Boys album. Motivated by his love of vintage clothing, graffiti, 80s hip hop and Japanese street brands, Paul used his brother’s small workshop to hand customise and print original army surplus, denim and sweatshirts. The bespoke products of Paul’s Boutique captured the eclectic spirit of London style and quickly gained a cult following of fashionable young Londoners seeking bold unapologetic designs.

Paul established a regular pitch at West London’s famous Portobello street market in 2000 and stylists and retailers soon took notice of this exciting new brand, mixing customisation with rare vintage finds. Paul was soon offered his own concession in Topshop’s flagship Oxford Circus store. The brand experienced huge growth, especially after the launch of its hugely successful handbag line.

Now the creative director of the company, Paul still designs with the London girl in mind. He is continually inspired by the diversity of styles, music, cultural influences and attitudes that exist in this exciting, fast moving city.

About Practicology
Practicology is a strategic multichannel consultancy with offices in London and Sydney. Founded in 2009 by experienced retailers Martin Newman and Mark Lewis, we have more than 100 years of experience in ecommerce between the members of our growing team.

We offer an end-to-end portfolio of services including strategic consulting, platform selection, site design and content, analytics and insight, conversion rate optimisation, trading and digital marketing. Clients include Hobbycraft, House of Fraser, Thomas Pink, Ted Baker, Hotel Chocolat, Kathmandu, National Geographic and Wilkinson.

Practicology’s primary goal is to help clients deliver outstanding results. All of our consultants have held senior client-side ecommerce positions, giving them a unique understanding of clients’ challenges. Practicology doesn’t just provide clever theory – we work with each client from strategy to execution, with a focus on practical and profitable outcomes.



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