Our Planning

Blue Co. was developed during an important period in the evolution of online fashion retail. Customers were increasingly purchasing apparel online, but many eCommerce stores still offered crowded layouts, complicated navigation, and limited experiences across different screen sizes. Blue Co. needed a more modern approach that would reflect the style of its products while making the shopping journey simple and enjoyable.

Our planning began with understanding the company’s product range and target audience. The store offered men’s and women’s clothing, eyewear, accessories, and products from several popular fashion and lifestyle brands. The website therefore needed a flexible catalog structure that could organize products by gender, category, brand, price, and newness without overwhelming customers.

We planned a visually driven storefront centered around strong campaign photography and clean product presentation. The homepage needed to function as both a brand experience and a merchandising platform, introducing seasonal campaigns while providing direct paths to eyewear, featured products, new arrivals, designer brands, and promotional collections.

Product discovery was another important consideration. Customers needed to move easily between men’s and women’s departments, narrow larger collections using category and brand filters, and sort products by relevance, price, or release date. This required a custom PrestaShop experience that went beyond the standard catalog presentation available at the time.

We also planned the website around Blue Co.’s promotional strategy. Free-shipping notices, social media incentives, sale pricing, new collections, featured products, and email acquisition needed to remain visible without distracting from the premium, minimalist appearance of the store.

Because mobile commerce was still emerging in 2013, responsive usability was treated as a forward-looking part of the project. We planned layouts that could adapt the brand’s navigation, product grids, campaign content, and shopping functionality for customers browsing from desktop, tablet, or mobile devices.

The complete platform was structured to give Blue Co. control over products, categories, brands, campaigns, pricing, inventory, promotions, customer accounts, and orders while maintaining a consistent visual identity throughout the storefront.

Final Result

The completed Blue Co. platform transformed the company’s fashion and lifestyle catalog into a polished online shopping destination for the U.S. market. Its distinctive black-and-white identity, spacious layouts, and campaign-led imagery created a modern appearance that allowed the products to remain the primary focus.

Customers could explore new arrivals, browse dedicated men’s and women’s departments, discover eyewear and accessories, shop discounted products, or navigate directly to preferred designers and brands. Filtering and sorting tools made larger collections easier to manage, allowing shoppers to narrow products by gender, category, brand, price, or newest release.

The homepage delivered a layered merchandising experience rather than functioning as a simple product grid. Seasonal campaigns introduced featured collections, dedicated product carousels promoted eyewear and best sellers, lifestyle photography strengthened the brand’s personality, and designer navigation helped customers discover the complete catalog.

Promotional functionality was incorporated naturally throughout the shopping journey. Blue Co. could highlight free-shipping offers, sale pricing, social media incentives, featured products, and newsletter promotions without compromising the storefront’s clean visual presentation.

The custom PrestaShop theme also gave the business a flexible operational foundation for managing products, brands, categories, inventory, pricing, promotions, customer accounts, and orders. This allowed new collections and seasonal campaigns to be introduced while preserving a consistent experience across the website.

Responsive development extended the storefront beyond desktop shopping—a particularly important capability in 2013, when mobile eCommerce was still developing. Customers could browse products, review prices, navigate departments, and access their carts through layouts adapted for desktop, tablet, and mobile screens.

Blue Co. remains an important part of CPEKS’s early international eCommerce portfolio. The project demonstrated our ability to combine custom PrestaShop engineering, fashion-focused design, complex catalog organization, promotional merchandising, and responsive development more than a decade ago.

The final result was more than an online apparel store. CPEKS delivered a complete fashion-commerce experience that united brand identity, campaign storytelling, product discovery, and dependable eCommerce functionality within one custom-built PrestaShop platform.