Fashion Stage

Introduction is the online shop for a stand alone store in London and offers fashionable footwear and tasteful accessories for the modern woman. It is an umbrella company for a number of well known brands such as L.A.M.B, viagra Harajuku Lovers and JLO.


Although the home page took a little while to open, I was interested in the presented design and layout. Not only does the design display the products prominently on offer in an appealing way, but gave the audience something new and elegant to look at.

The logo for Fashionstage is appealing and shows what the company is about. Colours are well done and some nice illustration is used to good effect, as well as placing brand logos equally sized and spaced in a good location (subtle, but noticeable). You can tell this is the work of a graphic designer and hiring one has definitely helped.

I particularly like the minimal but necessary presentation of information – too often the viewer is bombarded with unnecessary information.

A few suggestions for the home page to increase the appeal of the design:

1.The main navigational links are placed on top of the image and look a bit amateurish – why not put the links in a separate subtle bar (say, white text on grey) at the top above the image? A nice gradient could help too, as long as the bar was quite thin and matched to the design of the page.

2.The main two text banners on the image also look amateurish and detract from the nice design. Maybe look at finding more stylish fonts to use and incorporating the text into the photo instead of putting them on background boxes?

3.The navigational bar on the inside shop pages has a marbled background and boxy appearance. While this certainly screams fashion, it does not match the rest of the design and needs to be toned down a bit. Maybe by using a grey gradient bar as per above?


The loading time for this website is of concern, and the large images on the front page are partly to blame. Unfortunately, there’s not many solutions to this, apart from introducing a preloader (a loading bar) or double checking the image file size. I’d suggest watching the website traffic to see if visitors navigate away too soon or if they are happy to wait for the page to open. The inside pages are also a little slow, probably due to shop coding and images – this isn’t as much of a problem as viewers know shops can take a little longer to load.


I’m pleased to say that Fashionstage, while a bit slow to load and with a few small design issues, should still attract suitable viewers due to understanding their audience and designing with aesthetic appeal in mind. Not only does the website present itself as trustworthy (you’d have to be if you want lots of money!) but it looks elegant and stylish with the design already. Good design is not that common on the web and an aspiration of websites like these should be a fushion of good design with functionality to make it a top website to visit.


fig 1. These navigational links need to be more subtle.


fig 2. These banners detract from the overall design.


fig 3. Even the payment information looks interesting.