The world's first lifestyle brand was launched in San Francisco in 1968. At that time, the couple Susie and Doug Tompkins sold home-made clothes from their station wagon – and they did so with success.
Only three years later, two successful brands, ESPRIT and The North Face, were created and a bold idea turned into the independent company Esprit de Corp. with a branch in Hong Kong. ESPRIT already established itself in Germany in 1975. Düsseldorf is still one of the company's main branches today.
Until 1986 and the opening of the first ESPRIT store in Cologne, ESPRIT sold its goods exclusively through wholesalers and department stores. Nowadays, Esprit Holdings Limited is an international fashion group with almost 5000 employees worldwide, headquarters in Pembroke, Bermuda and operational headquarters in Hong Kong and Ratingen.
In around 430 branches and its own online shop, ESPRIT sells fashion, shoes and jewellery as well as furniture and home accessories in over 40 countries worldwide.
ESPRIT Retail B.V. & Co. KG is already well positioned digitally. The fashion company's website is based on a modern online set-up as well as established processes and features. With the change of CEO in 2018 and a reorientation towards a younger and clear brand image, ESPRIT has already successfully started the race to catch up with the dominant online players.
In order to be able to successfully implement the change with regard to systems and particularly in terms of sustainability, the company was now looking for a reliable partner and a solution that would be able to achieve everything the new, agile team had planned for the future in terms of technology. For ESPRIT, one of the basic prerequisites that the old system did not offer was to be capable of acting and always be able to respond quickly and flexibly.
The new project team, consisting of ESPRIT as product owner and stakeholder as well as dotSource and Salesforce as development and consulting team, succeeded in implementing these requirements step by step.
Using A/B testing, the ESPRIT UK and ESPRIT AT shops were launched in the first half of 2020. The old system continued to run in parallel while increasing amounts of traffic were gradually redirected from the old to the new shops.
This controlled, step-by-step approach was also used for the rollout of ESPRIT Germany. This way, it is always possible to test whether plans are technologically feasible and accepted by customers.
Success & Added Value
In order to keep pace and stand out from the competition, innovative ideas, efficient processes, high pace of adaptation and a strong brand image as well as the necessary system requirements are absolutely crucial. By migrating to Salesforce Commerce Cloud as a strong technological foundation for competitive commerce, ESPRIT can
- respond quickly and flexibly
- continue its digital strategy development towards multi-cloud business
- address its target audience more personally
- strengthen the loyalty of its customers
Online shop operators who want to appear at the top of Google's search results – and thus be immediately visible to customers – must keep page speed under 2.5 seconds. A ranking compiled by the Hamburg-based e-commerce service provider Baqend on behalf of the German trade journal TextilWirtschaft has now examined the page load speed of the 50 fashion online shops with the highest turnover.
The test results show that the shop pages of ESPRIT.de load the fastest, clearly outperforming competitors such as Zalando (10th place) and ASOS (22nd place).
How Fast Is Your Online Shop?
- The page speed audit not only shows you how you are performing with regard to the new ranking factors, it also provides you with concrete optimisation measures.
Agile, flexible, innovative: this is how everyone who wants to be a player in e-commerce describes themselves today. We have experienced what it really means to think, develop and act in an agile and flexible way. For our customers. Without a doubt, this requires the right technology. However, you also need the right team – the perfect mix of know-how, innovative spirit and trust. We are extremely delighted to have found all of this with dotSource and Salesforce and are looking forward to everything that lies ahead.