About the project
Trend Dantel is a textile company specializing in polyester lace, micro lace, nylon lace, lycra lace, cotton lace, tulle and guipure.
Starting point
Lace is a highly visual product with an extremely technical buyer. Garment buyers don’t search for “lace” but for the specific type: micro lace, lycra lace, guipure. At the same time the product itself is aesthetic — a purely technical list doesn’t do it justice either. The two had to be balanced.
Our approach
- We handled each product type separately. Polyester, micro, nylon, lycra and cotton lace, along with tulle and guipure, each got their own heading; technical search intent is met directly.
- We brought the visuals forward. Large images showing the delicacy of the lace pattern were used; with this product, texture can’t be judged unless it’s seen.
- We worked the introduction film into the structure. Video was included in the flow as the fastest way to convey production capacity and the facility.
- We emphasized the manufacturer position. Being a manufacturer was brought forward as the key point of separation from intermediary firms.
The result
The result is a balanced manufacturer’s site that lists a technical product range in the buyer’s search language while still showing the beauty of the product.
