With product, inventory and fulfillment facilities being handled by Shopify regardless of the frontend experience deployed, a significant failsafe existed. And were able to pursue the approach in part due to the additional safetynet of retaining Shopify as a key element. On that point, Fostr weighed their decision carefully. But such a dramatic pivot in technical architecture is not typically what a project team would be keen to undergo. And Ryan Foster tells us that the site is consistently performing better than expected from a conversion point of view. Site in record time was a remarkable success. The frontend development and interface possibilities became even less dependent on the shape of the back-end and related services. Reusing this architecture thus became even more viable for future projects which might have slightly differing APIs and services intended to drive their site. This allowed them to more efficiently combine and enrich data from their different APIs, and also avoid tightly coupling between the APIs and the web site. The team at Fostr created a layer of abstraction between the data services and their site generator. By decoupling the user interface from the underlying platform, they gained more freedom to customize the design, content and user experience. But Fostr founder and Chief Design officer, Ryan Foster observed that on this project, their speed of development actually increased. While other projects had enjoyed the rapid development made possible by Shopify’s themes, the approach to instead use their APIs might appear to have created more work. The decoupled architecture did not mean that the powerful benefits of Shopify would be lost, but that they could now be leveraged in even more flexible ways thanks to Shopify’s APIs. The core skills required to execute with this technical architecture are less proprietary and allow development teams to leverage more of their existing knowledge to great effect, creating impressive time to market and agility. But confidence came from an even greater control over the technical stack than had previously been possible. Pivoting to a new technical approach was bold. With only 50% of the project time remaining this final point would be critical. Allow for rapid development and iterations as a result of the freedoms the development team now had.Provide approachable content and inventory management tools for the team at Victoria Beckham Beauty.Use the same rock-solid checkout process of Shopify’s checkout flow.Confidently satisfy the required scale and stability thanks to product pages which could now be pre-generated and served directly from a content delivery network (CDN).Provide the desired flexibility in terms of visual design, user journeys, URL design and product organisation.Fostr were able to quickly demonstrate to their clients at Victoria Beckham Beauty that they had found an approach which could: With the proof of concept in hand, progress was fast. Gridsome, a static site generator which is part of the Vue.js ecosystem, to combine the content and data into a pre-generated site.The Shopify storefront API for managing and populating the inventory and product information.However, as the 12 week project progressed and more detailed functional and design requirements of the client emerged, Fostr recognized that they needed more flexibility than their usual approach would afford.Īfter 6 weeks of work on the project Fostr’s CTO, Mark Stewart, considered a new strategy, and rapidly built a proof of concept site to determine if a change in technical approach might be wise. The brand starts with eyes because, as Beckham said on Instagram: “A smokey eye has always been my go-to beauty look.” Shop the first products, below.Designing and building Shopify themes is a core competency of Fostr, and they have successfully utilized this approach for Products are said to be “clean” and sustainable, formulated without 1,300+ ingredients currently banned from being used in cosmetics in the European Union. Lips and skin will follow and possibly skincare. Victoria Beckham Beauty is starting with an eye story-three products, to be exact. And then this week during Victoria Beckham’s London Fashion Week show, products are magically available online. They both have been using the hashtags #NotPerfect and #CleanBeauty to give us a tiny bit of info on the products. Beckham and her co-founder Sarah Creal have been teasing the drop for months, posting BTS photos from a photoshoot and also inside the lab. She’s done a collaboration with Estée Lauder, but this is Beckham’s first beauty brand to call her own. It’s been years since Spice-Girl-turned-fashion-designer Victoria Beckham announced she’s launching her own beauty brand.
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