Franjić Teks

The idea

Franjić Teks is a specialist shop for workwear and footwear: trousers, jackets, safety footwear, gloves, height-work equipment. The buyer knows what they're after, but they search by standard, size and purpose, not by model name. The idea behind the shop was to reach the right item without leafing through the whole catalogue, with a message covering all three things such a buyer wants: safety, quality, and clothing that looks decent.

The build

I broke the categories down by how the job is actually searched for, by piece of equipment and purpose rather than by brand. The brands (North Ways, Safety Jogger, VM Footwear and twenty more) stayed on as a separate filter, for buyers coming for one specific line.

Products got room for what decides the purchase: standards, materials, sizes, photographs with detail. Downloadable catalogues stayed available because some buyers still order from them. The basket, user accounts and order tracking work on a phone too, since a large share of buyers are looking from a building site, not an office.

The result

• The range arranged by purpose, with brand as a filter rather than an entrance.
• Product detail sufficient for a buyer to decide without calling the shop.
• Catalogues still available for buyers used to ordering that way.
• A web shop adapted to the phone, where most of the browsing happens.