Site: Fly 53

by Chris on 06 July 2010

http://www.fly53.com/

Fly 53 got a new site don't they!

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Pros

Pretty Fly

Urban style gurus Fly 53 unveiled a new look site a couple of months back, and kindly asked us to give it a review.

So here it is…

First thing to notice is the great amount of breathing space (golden juice) on the landing page. Big high res images cover the site from top to bottom which is easy on the eye.

We like the functionality employed on the homepage as obviously having a lot of breathing space means sacrificing the amount of content above the fold, but Fly have made use of the large image space and instead of just a static image have taken full advantage and turned the space into a tidy carousel.

They breakdown of content below the carousel is neat, although nearer the bottom of the page it does go a bit shouty, with various promos all vying for your attention.

The PROPAGANDA section which is basically a ‘posh blog’ serves up all the best news from the world of FLY which keeps you up to date with new collections, competitions, happenings, music & general news. Well worth a looky.

Now the main reason you might be visiting this site is to purchase some shiny new clothes, and therefore probably the most important part of the review. As we do enjoy a bit of online shopping, but only if the experience is top notch. And top notch it is, we did spot one or two tiny things that we will mention on the other side of the review, but for the most part the FLY online store is a great example of ‘how to do it proper’

Clean and clear titles at the top of the page so you know exactly what department you are in and a ‘mega zoom’ function for each product. You can literally see the fibres that make up each garment and the odd nipple if you look at the right products!

Nice work Mr FLY

Cons

Stinger

We are still a little confused as to why Fly seem to have three different logo’s on the site, but hey it’s a free world! Some of the sections on the online store suffer from multi style treatment for the promos, mixing up various styles of text on coloured/non-coloured backgrounds which just left some areas feeling a little inconsistent with the rest of the tightly styled site.

Like Matt suggested on the podcast, once a style/treatment has been decided it should be implemented throughout the site as a whole to give a coherent experience to the user.

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