Rokit is historically rooted yet looks to the future, in terms of reducing global dependence on new goods as well as developing an international website for its customers, as they strive to reach new audiences and recycle clothes more than ever before. To remain relative and competitive, their website needed extra fluidity and functionality.
After reviewing and learning the processes behind the vintage fashion retailer, we identified areas for improvement but were mindful of retaining the heritage of the business (established in 1986) and their strong retail presence across four London stores. Hosting various workshops helped us to understand the current setup and prompted ideas of how we could help moving forward.
Due to the nature of vintage clothing, the migration to Shopify wasn’t straightforward. Collections needed to be retained, as did specific products. However, due to the nature of selling vintage clothing, constant merchandising and retaining discontinued products needed further consideration.
We also had to migrate the Wordpress blog into Shopify’s native blogging engine whilst conserving its SEO value. We then created custom shortcodes to feature shoppable products within the blog itself.
As a seller of one-off 'one-and-gone' vintage items, listing products with speed is key. We developed a product listing and management system that enables Rokit to list 100s of products per day.
The system, based on Airtable, ensures the integrity of product data and behaves robustly, so products can be found within Rokit's vast catalogue. We made it friendly for store admins too, so they can configure the release of products and adjust prices with ease.
To supplement the build and migration of the website, Onstate also supported Rokit with the SEO migration and ongoing strategy. The ‘one-and-gone’ product catalogue required careful consideration in the handling of products that were discontinued. A strategy was devised of how to handle these on a continuous basis.