Lea & Flò

Lea & Flò: fashion benchmark in excellence, enthusiasm and courtesy. The company’s history began in 1989 when brothers Alessandro and Remo Innocenti and their respective wives Lea and Floriana opened their first clothing store in Pescara. In 2013, Lea & Flò Palace was born, a large concept store where you can find the latest collections of the best fashion brands, a relaxation area with lounge bar and book store, and a personal shopping service. Since 2017, the e-commerce site leaeflo.com completes the offer, reaching all over the world with its style and advantageous promotions. Today, Lea & Flò boasts more than 30,000 loyal customers, more than 70 employees, several outlets including stores, outlets and single-brand stores.

e-commerce b2c

For Lea & Flò, AEFFE Lab developed a site tailored to the brand’s needs and unique characteristics, focusing on speed, scalability and usability. On the home page, impactful slider images alternate with new arrivals and best sellers, with a clean and elegant style. The strong brand identity has been recreated digitally and enhanced by the details, in excellent mobile first: the use of the color orange in the over on text and in the badges related to discounting, the navigation elements, a menu that allows easy navigation between all major categories. Each product card shows color and size availability in preview, so the user experience is fast and sales-oriented. Product pages give ample space to photographs, descriptions and details, while always leaving the shop’s action buttons in evidence. Reassured by positive reviews, users have the option to purchase either by creating their own account or through social login and can complete the purchase through a clear and intuitive customer journey.

replatforming from Prestashop to BigCommerce

AEFFE Lab met Lea & Flò’s scalability needs, ensuring that the e-commerce platform can handle traffic spikes and purchasing activity without compromising performance or causing interruptions. How can this challenge, which may hinder the achievement of business growth goals, be addressed? By deciding to migrate to the BigCommerce platform, an Open SaaS solution capable of integrating maintenance, hosting, and PCI compliance costs, while offering a high degree of customization and delivering a seamless, consistent online brand experience. Typically, scaling an e-commerce platform requires increasing server capacity and making changes to the site’s structure. With BigCommerce, this is no longer an issue, as scalability is automatic and dynamically adapts to user influx and business growth, while maintaining high-level performance and security.

AEFFE Lab's 'app for BigCommerce.

AEFFE Lab designed and developed “Products Management,” an app/integration available in the BigCommerce marketplace, which allows, with speed and in an intuitive way, to create discounts dedicated to one or more categories and/or products, to transform and modify in bulk the characteristics of categories and to refine the sorting of products. Among the business needs of Lea & Flò, in fact, in addition to scalability, there was the need to be able to better manage promotions and modify large categories and products in bulk, to avoid these operations creating slowdowns in the work of e-commerce specialists. “Products Management” allows for many other product, brand and category management operations and, thanks to the work of AEFFE Lab developers, is ready to be used for the development of e-commerce sites designed with BigCommerce worldwide.

seo optimization

To improve the SEO findability of Gimo’s brand, Aeffe Lab studied the online jacket market and the target audience’s browsing and search paths for the product. From a preliminary study on the brand positioning with respect to key target keywords and major online competitors, an SEO strategy was developed, aimed at improving the site’s presence on search engines and implementing a better web experience for the user. Organic traffic is stimulated through image optimization, link study, and category ranking. Curated content creation, which highlights product features and strengths through detailed, constantly updated descriptions, reinforces strategy and technical optimization. Seo is a constantly evolving work: keyword trends and market trends are monitored to ensure constant optimization.