Warehouse

Tokyo Digital played a crucial role in transforming the user experience and design for Warehouse, a well-established British high street fashion retailer. Our project, spanning several phases, aimed to revitalise Warehouse's online presence, focusing on fostering community engagement and seamlessly integrating social media elements, in line with the evolving demands of the fashion industry.

Established in 1976, Warehouse had become a key player in the UK fashion retail sector, operating under Aurora Fashions alongside other notable brands like Coast and Oasis. Despite its strong market presence, Warehouse faced significant financial challenges leading up to 2020, culminating in its acquisition by online retail powerhouse Boohoo in June of that year.

Our involvement began at a critical juncture for Warehouse. As the brand transitioned into the Boohoo group, Tokyo Digital's task was to seamlessly integrate Warehouse into Boohoo's digital-first strategy while maintaining the brand’s unique identity. This involved a comprehensive overhaul of Warehouse's digital interface, focusing on mobile optimisation and user-friendly design to cater to the modern consumer's shopping habits.

A pivotal aspect of our work was enhancing the social media integration on Warehouse's platform. We implemented features that enabled easier sharing and interaction on social networks, encouraging user-generated content to build a vibrant online community around the brand. Additionally, our team developed targeted digital marketing campaigns, leveraging data analytics to drive engagement and refine Warehouse's online strategy.

Our approach was not just about a digital facelift; it was about reimagining Warehouse's online identity to resonate with a broader, digitally-savvy audience. As part of the Boohoo group, Warehouse was positioned to tap into a global market, and our work ensured that the brand was equipped to meet these new challenges head-on.

Through Tokyo Digital's efforts, Warehouse successfully transitioned into a modern, socially connected brand, ready to thrive in the competitive e-commerce landscape. Our work was instrumental in aligning Warehouse with Boohoo's mission to become a global leader in fashion e-commerce, while adhering to ethical practices and catering to the diverse needs of their global customer base.