Sweaty Betty

Agency: Wickedweb

Wickedweb designs an engaging and interactive website for leading women’s activewear brand, Sweaty Betty
Following the opening of the first Sweaty Betty store in 1998, the women’s activewear brand now has 30 stores nationwide and a whole range of awards to its name, including Sports Retailer of the Year 2001 and Drapers Best Single Etailer 2011.
Digital challenge
As an industry leading women’s activewear brand, our objective was to develop a creative concept and suite of templates that engage and educate the Sweaty Betty audience on the brand’s authority in sport and fashion.
As the brand’s most valuable customers, it is essential that multiple-channel users have a seamless experience from website, to store, to mobile. The re-developed website would therefore be designed in line with the new, refreshed Sweaty Betty store designs, bringing the site up to date and merging commerce, content and community effectively.
Our aim was to establish Sweaty Betty as an expert and authoritative voice within the sports fashion industry, by creating a balance between a seamless user journey through Sweaty Betty’s vast range of products, and a visual, content rich website, enhanced with editorial and interactive digital content.
Brand strategy and solution
Working closely with the Sweaty Betty founders, we were able to build a rejuvenated, engaging website, establishing Sweaty Betty’s authority in sport and fashion, whilst educating and guiding web users through the vast range of products available.
The creative team worked to develop a suite of templates, in line with the Sweaty Betty brand guidelines, which helped to position the company as an accessible, aspirational brand. By improving the functionality of the website, specifically the sitemap and user experience, users are now able to browse ranges more effectively.
Enhanced interactivity and user engagement has been implemented throughout the site, particularly in the revised ‘Key Looks’ area, which has been transformed from static, staid ecommerce functionality to a more immersive and visually striking section.
Engagement results
By creating a blend of functional, authoritative and aspirational designs for the new website, the Sweaty Betty brand has been positioned as an industry leading voice in female sport fashion and community.
Wickedweb was able to develop the brand online, delivering an overall web experience for customers that is a best-in-class solution in the digital and sports fashion industries.