CASE STUDY

Margaret Howell

Margaret Howell is a contemporary British clothing designer who has worked successfully in men’s and women’s clothing.
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After graduating from a fine art degree at Goldsmiths’ College, London in 1969, Howell started making accessories. Her hand-made beads and knitted accessories came to the attention of Vogue and other fashion magazines, encouraging her to go onto designing clothes.

Margaret found inspiration in the fine make and fabric of a man’s shirt, she used quality shirting usually issued for formal wear, but making it up into a softer, less traditional shirt. 
Howell started her business from a modest flat in Blackheath, South East London. It was an immediate, if somewhat unexpected, success. As the business expanded, Howell added a workshop, located on the Old Dover Road in Blackheath.

Early customers were Paul Smith, Ralph Lauren, Browns and Joseph Ettedgui. This led to Ettedgui entering into a partnership with Howell, funding the first dedicated men’s shop in South Molton Street, London in 1976.
Margaret is inspired by the authenticity she finds in nature, people and places. This is reflected in the quality of the materials she chooses and the products that she creates.

Screen Pages was tasked with understanding Margaret Howell’s deep passion for clothing and charged with translating this original design philosophy into a fully responsive eCommerce Web site.
Understanding Margaret’s philosophy was key – “relaxed and lived in, a natural look” – whilst the platform for good design is “about living with thoughtful style”.

Screen Pages captured this imagination, whilst exploring the boundaries of technology and utility.
Magento is the most flexible, most powerful eCommerce platform. Customisable and agile, Magento gives your business the flexibility other platforms can’t. 

Magento is the easiest and smoothest implementation for any modern cloud commerce platform. It uses an open-source ecosystem. Flexible for B2C, B2B, and hybrid solutions, Magento extends beyond the shopping cart.

Screen Pages and Margaret Howell deliver an irresistible, seamless shopping experience at every touchpoint.
- Sarah Willcocks, CEO & Owner Screen Pages

Responsive Web Design

Responsive web design (RWD, also referred to as responsive design) was a key focus for Margaret Howell. Screen Pages had to ensure an optimal viewing experience across a wide range of devices (from large, high-resolution desktop computer monitors to mobile phones).

Combined with Margaret’s passion for simplicity, the user experience (UX) became our focal point.

The objective was to ensure the user eCommerce journey was as streamlined and efficient as possible, whilst maintaining high regard for Margaret’s design ethos.
Filterable options and easy to navigate product attributes.
Customisable products with easy to use swatches.
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