HYLETE is a unique premium sports brand that creates performance apparel and gear for the hybrid athlete who is actively involved in different sports and requires clothing that holds up under different strenuous activities, such as CrossFit. The brand, created in 2012, is not sold through any retailers. Their main line of distribution is “direct to consumer” and is sold for the most part exclusively online. HYLETE also sell their products via professional athletes and trainers as their brand advocates and showcase their goods to customers at sports events.
Before working with Vaimo, HYLETE had a website running on an older version of Magento Enterprise that they managed with the help of independent developers. HYLETE wanted to work with an eCommerce solutions provider who could help them actualise their vision for their online store. The premium sports brand’s previous website had a simple mobile platform that did not deliver the results that HYLETE required. HYLETE needed a responsive site that provided customers with a cohesive and transparent brand experience, while also allowing HYLETE staff to work from one platform instead of dealing with several different ones.
The visual aspect of HYLETE’s new site was exceptionally important, as the company’s goods are not sold in stores. It was essential for Vaimo to convey the feel of the premium brand through story-telling and extremely effective and detailed product descriptions and visual imagery. Vaimo provided HYLETE with the Vaimo Content Management System that enables HYLETE staff to conveniently plug in new images and widgets and build landing pages on the fly. As HYLETE is a direct-to-consumer brand, the speed of the new real-time updates allow staff to react faster to customer behaviour and adjust content accordingly.
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“Vaimo provided us with a consistent aesthetic web design, that is responsive across all devices, while staying true to the HYLETE brand essence. We build products with a goal of quality and functionality above all else. Our product is the best because of the attention to detail and high performance component, not because of an excessive amount of bells and whistles, and we feel that Vaimo did a great job translating that core belief to the website. We’re very happy that Vaimo delivered a site that is visually clean and user-friendly, that truly captures the HYLETE brand.”
Jamie Wardlow, Director of Marketing at HYLETE
• Vaimo CMS
• “Get the Look” functionality (using styled products)
• POS Integration
• Instagram flow with possibility to buy a product from the image (supported by Readypulse)
• Merchant e-solutions and Paypal being used as payment providers
• Pop-up functionality supported by bounce exchange
• Loyalty points supported by Sweet Tooth
While HYLETE is based in the United States and the Vaimo team is based in Sweden, Vaimo ensured that team members were available to interact with HYLETE’s team face-to-face during key phases and this meant that despite the time zone differences, the project was completed in time. HYLETE stressed that Vaimo exceeded expectations under the pressure of tight timeframes, and Vaimo’s level of expertise was apparent from the flexibility and transparency shown during the whole development phase. Before the launch of the site, PJ Utsi, CCO at Vaimo, flew to HYLETE headquarters to spend time with the team and ensure the launch was a success. HYLETE staff members were satisfied that the Vaimo team was able to accurately grasp their vision and bring it to life on the new site.
“We were familiar with Magento, its capabilities and limitations from previously working with the platform. For us, an open-source platform is very attractive because it allows us to be creative in our eCommerce endeavour. Because of that, the latest edition of Magento Enterprise is a clear winner for us.”
In 2016, HYLETE plans to reach more of a global presence with effective marketing communication and a loyalty program. The premium sports brand wants to solidify their brand story, and to tell that story online clearly, thoughtfully, and across different devices.
“When we decided that we would continue working with Magento for the foreseeable future, the next logical step was to find the best developer for our platform, one that was truly committed to all-things Magento. Vaimo’s name came up a few times and then we met them at the 2015 Magento Imagine conference in Las Vegas. We were looking for a long-term partner and it was important for us to work with a vendor that is interested investing in our continued success and not just a short-term project. That’s why we chose Vaimo.”
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HYLETE is a community built, backed, and driven fitness lifestyle brand; designing and creating premium performance apparel, footwear, and gear for the modern athlete.
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