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About Fella Hamilton
Fella Hamilton is a long-standing Australian women’s fashion brand known for timeless elegance, comfort, and quality. With a loyal customer base and a strong retail presence, the brand recognized the need to modernize its digital storefront to reflect its evolving identity and meet the expectations of today’s online shopper.
Challenges
While Fella Hamilton had an established online presence, the existing website design lacked modern usability and visual appeal. Key challenges included:
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Outdated Design Aesthetic – The site didn’t reflect the elegance and premium nature of the brand.
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Navigation Friction – Customers struggled to browse and filter collections easily, particularly on mobile.
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Low Engagement on Key Pages – Important sections like new arrivals and promotions were underperforming due to poor layout and UX.
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Missed Conversion Opportunities – Without a modernized layout, user drop-offs were more frequent across collection and product pages.
Approach
Metrix was engaged to deliver a full website redesign that would elevate the brand’s digital experience while aligning with its heritage and customer expectations. The focus was on improving design, navigation, and usability to support both discovery and conversion.
Strategy & Execution
The redesign process was executed with attention to both brand tone and user behavior:
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Visual Refresh – A clean, modern design system was implemented to showcase products in a more premium and accessible format.
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Simplified Navigation – Menus, categories, and filters were restructured to support easier browsing across collections.
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Mobile Optimization – The mobile experience was reimagined for faster load times and smoother product exploration.
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Homepage & Campaign Blocks – Dynamic sections were introduced to better showcase promotions, seasonal releases, and editorial content.
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Brand Consistency – Typography, color palettes, and layout structure were refined to align with Fella Hamilton’s timeless style.
Outcomes
Fella Hamilton’s new website now reflects the sophistication and customer-first approach the brand is known for. With improved usability and an elevated design, the site supports stronger engagement, smoother shopping, and more brand loyalty — both from long-time customers and new online visitors.
Key Results
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Increase in average time spent on site
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Boost in mobile engagement post-redesign
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Lift in conversion rate from collection pages
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