Mirage of London, the fast-growing fashion clothing chain, has opened a store on the Internet. The contract to design and develop Mirage’s website was awarded to Screen Pages, the online retail specialist.

Founded in 2000 by Valeria Zilkha and husband, Mirage is a multi-brand fashion destination with stores in the Knightsbridge, Chelsea and Hampstead in London and in Nice, France. Mirage carries its own brand of stylish, luxury knitwear as well as Barbara Bui, Jenny Packham, Atsuro Tayama, Gaetanonavarra, Sylvie Schimmel, Paper Denim Jeans and Teenflo. The emphasis is on modern, original styles.

The new website, at http://www.miragelondon.co.uk, has been designed and delivered as a fully bespoke e-commerce website by Screen Pages (http://www.screenpages.com). All the images have been created by the renowned photographer Christopher Nouet.

The website’s principles include:

* Clean, simple design, allowing the photography to do the talking
* Style tips and fashion recommendations on the site and by e-mail
* Straight-forward, uncomplicated navigation by product, occasion and fabric
* Provide a platform for online merchandising, advertising and email marketing
* Integrate with Mirage’s point-of-sale system for order processing and stock control

Screen Pages has a strong track record in delivering significant increases in online sales for premium and fashion brands including Browns Fashion, Crew Clothing, White Stuff and N Peal.

Valeria Zilkha, Mirage’s creative director, said: "The support from our customers over the past 6 years has been phenomenal: an internet store was an obvious next step. Mirage’s designs and brands are modern, stylish and more widely affordable to the broader population of internet fashion shoppers. We picked Screen Pages to develop miragelondon.co.uk because they understood our brand, products and culture.”

Roger Willcocks, managing director of Screen Pages said: "Mirage has been a terrific success and we’re very exciting to be helping its team to expand via the Internet. Mirage has a no nonsense approach to selling fashion which we think will be immensely effective online.”

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Published on: 12:00AM on 16th November 2006