Footwear pioneers, DUO, roll out a comprehensive web rebrand this week as the brand seeks to emphasise its online dominance.

The original and leading creators of calf fitting boots, DUO’s refreshed online presence showcases the entire AW08-09 footwear collection whilst improving both the technical and aesthetic experience for the customer.

Online transactions accounted for 51.3% of DUO’s sales last year, and the brand has a successful track record of innovatively managing its customer base, which now totals 200,000 spread over 103 countries. The redesign aims to unite the European and British divisions of the business, whilst replicating the ‘remarkability’ of the purchasing experience found in DUO’s high street shops and Fitting Rooms.

Improvements in product and lifestyle images help bring the site in line with the brand’s signature advertising and mail order collateral, whilst advice from a top London stylist provides customers with the latest independent fashion counsel.

The brand’s exclusive fit message runs solidly throughout the site. The complete footwear offering is more visible and easy to search, with improved product and size filtering. Improved integration with stock checking, better hosting for higher usage load and a quicker purchasing process will reduce barriers to sale.

Clearer and cleverer methods for customer contact are borne out in a new ‘instant chat’ feature, whereby shoppers can discuss orders with real time benefits. Customers can also share information about DUO and its products more easily with friends with improved integration with popular social networking sites.

Head of Marketing Penny Brook comments, “our rebuild has been eight months in evolution and perfectly unites the DUO brand in product and philosophy. meets all of the technical, visual and emotional requirements of our customers, and will help convert visitors into buyers through an alluring and genuine shopping experience.”

The website relaunch forms part of the AW08-09 campaign which includes national consumer advertising, mail order collateral, online marketing and PR influencer activity. The project was handled by DUO’s in-house marketing team with support from project partners Outscope and BT Fresca.

BT Fresca worked closely with DUO to understand their design and functional requirements. The end result is a stylish, intuitive and on-brand design which enhances the DUO offering and the unique customer experience.

Sarah Hughes, Managing Director of BT Fresca added, “We were delighted to be selected by DUO for this highly creative and exciting project.”
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About DUO
DUO is Europe’s first and leading retailer of calf fitting boots with a 30-year footwear pedigree. DUO pioneered the concept of calf-fitting boots and now offers the widest selection of sizes and styles on the market place. DUO boots are available in foot sizes 2-10 and in 21 calf size options (30-50cm – more than any other retailer) providing an unrivalled combination of fit and fashion.
The AW08-09 collection is available online and on the high street on 15 August 2008.

The first DUO Fitting Room opened in London in November 2006. This revolutionary hybrid-shopping concept allows customers to experience a professional fitting in a boutique setting. Purchases are dispatched direct from the DUO warehouse to a customer’s chosen address.

Fitting Rooms are now on the high street in London (25a Savile Row), Edinburgh (6-8 Castle Street), and Amsterdam (Nieuwezijds Voorburgwal 314). DUO’s flagship store is located in Bath (33 Milsom Street) with another store in Manchester (33 King Street).
DUO’s width fitting shoes launched in May 2006, bringing another fit proposition to the company’s growing portfolio.

About BT Fresca
BT Fresca are the e-commerce division of BT Expedite, the retail solutions division of BT. Fresca were established in October 2000 and acquired by BT plc in January 2008. BT Fresca are a specialist e-commerce service provider and has supplied multichannel solutions for over eight years. They are a team of committed people with real expertise in their field, and a passion for delivering beautiful and successful e-commerce websites to top retailers such as Mosaic Fashions, Thomas Pink, Great Little Trading Co., Habitat, Moss, Phase Eight, Whistles, Jane Norman, Liberty, Jimmy Choo and Harvey Nichols. For more information visit

Outscope were again chosen to be DUO’s web build partners on this project. Working with BT Fresca and DUO, Outscope have delivered a complete custom build web solution to meet DUO’s comprehensive functional requirements. The solution integrates with their existing stock management system and offers DUO greater control, while giving DUO’s customers a great online user experience.

Published on: 12:00AM on 24th November 2008