A coveted collection.

Theodora & Callum is a new accessories-based fashion line featuring scarves, jewelry, shoes, and bags designed by two major players in the New York City fashion industry—Stefani Greenfield and Desiree Gruber. Their pieces, which are inspired by colors, prints, and materials from exotic places, have exploded in popularity and been spotted on many celebrities since their debut last September.

Enriching eCommerce.

It was important to Greenfield and Gruber that the Theodora & Callum website reflect the brand’s personality and provide more than the typical eCommerce experience. They wanted the site to share their story and offer customers a place to engage with the ideas and inspiration behind the brand.

Our team brought their vision to life by implementing multiple customized blogs on the Magento Commerce platform. With these outlets, Theodora & Callum can post multi-media content on topics that appeal to their customer base and promote brand loyalty. So far, they have added significant value to their site by sharing creative ways to wear the products, lists of “faves” that convey the brand’s identity, behind-the-scenes footage from photo shoots, and a gallery of Theodora & Callum sightings from across the country.

The product pages also received some special treatment: We customized a swatch tool for merchandise that comes in multiple colors and materials. In addition, we developed an attribute that can be applied to individual products to mark them as “Seen on” or “Seen in.” This tool enables Theodora & Callum show customers which products are being worn by celebrities and featured in the media. We seamless integrated all of these custom features with Magento.

To help Theodora & Callum communicate with their customers, we designed and built a custom email template. We then coordinated the newsletter sign-up feature on their website with their subscriber list on MailChimp. This ensures that Theodora & Callum reaches as many people as possible and that their list of contacts remains current. Our Online Marketing and Digital Strategy team trained Theodora & Callum on how to interpret the analytics recorded by MailChimp and evaluate the effectiveness of their campaigns.

What’s in store.

Theodora & Callum has gained a substantial following in the months since its launch and their website has been an important tool for aggregating press and sharing fresh content on a regular basis. In terms of sales, the brand has moved significantly more merchandise online than they expected to.

In order to move even more merchandise, SD implemented a branded AdWords campaign (bidding on their brand name) and the results have been promising; the AdWords conversion rate holds steady at 2.20% compared with the website’s overall conversion rate of 1.32%. The high click through rate of the current campaign at 4.42% paired with a low cost per click of $0.67 has helped to increase leads to the site while effectively managing overall costs. In fact, to date, the branded AdWords campaign has benefited Theodora & Callum with a 789% return on their investment.

We look forward to helping Theodora & Callum grow their online store.