Launched in the 1900s by Australian entrepreneur Fred Burley, the Berlei brand soon became synonymous with readymade corsets that were designed to fit as made-to-order.

Throughout the years Berlei has continued to offer classic, well-fitting underwear to all its customers. The company continues to push the boundaries by using innovative technology to enhance their bras to ensure a perfect fit. The brand had a low profile in the UK, no ecommerce and a poor web presence.

Although Berlei wanted to compete with other manufacturers and offer customers the ability to buy underwear online, the company was also determined to educate customers about their products and discover a better fitting bra.

The Berlei brand, with its rich history, needed to be instantly recognisable; using the original logo, Creative Jar began to architect the new site. By fully understanding the clientele, a new user experience was designed, giving customers the ability to buy products direct online for the first time.

Using Berlei’s product imagery, the website was given a contemporary feel with a feminine edge and the designs were built using the latest technologies of CSS3, HTML5 and .Net.

To offer customers an intuitive e-commerce experience, the pages were split by product type and range, allowing users to quickly and easily find what they want.

The home page was designed to showcase products in an engaging way and provide customers with extra information about the manufacturing process, materials used and how these can benefit the wearer.

The bespoke CMS gives content editors the ability to update this information as well as letting them add extra products.

By developing a blog, Berlei will provide customers with sneak previews, behind the scenes fashion news, and initiatives such as the Berlei Academy, as well as new bra technologies/trends. They can comment and also share the blog on various social media sites including Twitter and Facebook.

The website now offers an enjoyable shopping experience and Berlei will be building on these strong, usable foundations as it rolls out new product ranges later in the year.