El Corte Inglés Portugal Fashion Website
Project management, information architecture, and UI design for El Corte Inglés Portugal's official fashion and accessories portal. Features seasonal interactive lookbooks, commercial retail services, and TV campaign integrations.
1. Challenge: High-Street Department Store into Digital Haute Couture
As the Iberian Peninsula's premier department store brand, El Corte Inglés needed a dedicated digital fashion portal in Portugal to showcase seasonal ready-to-wear collections, luxury accessories, and exclusive designer brands. The digital platform needed to bridge high-fashion editorial inspiration with high-volume department store commercial footfall.
Balancing High-Fashion Editorial Luxury with Commercial Conversion
The interface was designed to read like a glossy fashion magazine, guiding shoppers through curated seasonal trend capsules ("Spring Has Arrived", "Debut Something Natural", "The Blue Edit") starring international supermodels like Liza Adamenko, while integrating immediate retail services.
2. Information Architecture & Trend Taxonomy
The catalog architecture organized thousands of fashion references across distinct departments and lifestyle categories:
- Departmental Navigation: Dedicated sections for Women, Men, Kids, Shoes, Accessories, Swimwear, and Lingerie.
- Curated Trend Capsules (Seasonal Trends): Editorial micro-collections highlighting seasonal style themes: "Lingerie Debut", "Black & White Contrast", "Maritime Classics", and featured designer footwear collections.
- Commercial Services: Deep integration of flagship store services, including Baby Gift Registries (granting 5% cashback on total purchases), Ceremony & Formalwear Catalogs (weddings, galas, and formal ceremonies), and interest-free jewelry and luxury watch financing.
- Multimedia & TV Commercials: Embedded video players streaming national television commercials and behind-the-scenes campaign footage.
- Omnichannel Store Locator: Interactive directories for flagship Lisbon and Porto department stores, including opening hours, personal shopper booking, and promotional agendas.
3. Editorial Design & Production Management
Developed at Transglobal Advanced New Media, the project involved full project management from creative direction to responsive front-end QA, ensuring rapid image delivery across high-density retina displays.
