LeGer by Lena Gercke: From About You to Shopify

With the help of tante-e, LeGer switched from About You to Shopify within a few months, laying the foundation for the further expansion of her online shop. This shop not only precisely reflects the fashion brand's brand identity, but also showcases the garments and collections in a high-quality, editorial-like manner.

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In this way, LeGer by Lena Gercke presents fashion in a first-class manner and creates a holistic shopping experience for customers.

To the shop

  • The initial situation

    Since its founding in 2017, LeGer, the personal brand of model and TV presenter Lena Gercke, has embodied modern and confident designs and strives to create an inspiring, personal community. After launching on About You, the fashion label quickly became one of the platform's best-selling brands.

  • The challenge

    Following the successful collections on About You, the decision was made to set up its own online shop. The company needed a flexible and easy-to-use system that its then 30 employees could manage independently of external agencies and without additional development resources. Furthermore, the new website had to fully embrace the LeGer look and transport it digitally with strong visual elements. In addition to a robust and high-performance setup, the goal was also to appeal to the brand's international fans.
  • drei Smartphones zeigen Online-Shop mit Models in schwarzen und weißen Oberteilen sowie Preisen und Produktdetails

  • The solution approach

    For these reasons, LeGer turned to tante-e to lay the foundation for a professional and effective shop launch. They chose one of the leading and few officially accredited Shopify Plus agencies in German-speaking countries. The collaboration began with a detailed analysis of LeGer's individual requirements. The experts recommended a theme-based strategy to implement the look and shop functions precisely according to LeGer's requirements.

The implementation

Individual theme advice
LeGer had clear ideas for its future online shop. It required a high-quality, minimalist look with a strong focus on visual language. Prominently placed photoshoots would effectively highlight the clothing items and convey LeGer's vision in a lasting way. Based on these criteria, the tante-e team pre-selected suitable premium themes. Due to its clean, glossy character, the final choice fell on the Prestige theme.

Implementation of the storefront
In an interactive workshop, tante-e and LeGer worked together to develop the structure and design of the individual shop pages. They combined best practices from tante-e's agency experience with LeGer's individual requirements to gradually develop the perfect shop. Shopify's powerful theme editor then enabled the tante-e experts to precisely reflect LeGer's look and feel in the storefront.

Entering the content
LeGer had access to a wealth of professional product and mood images, as well as video footage. In these shoots, emphasis was placed on expressive images that reflect the mood and quality of the garments. Through effective integration, tante-e brought the previously discussed shop structure to life. Elements such as animated banners and "Shop the Look" sections make LeGer's online shop a true eye-catcher.

Careful data migration
The team also migrated historical data from the About You platform to Shopify, including product data, order history, customer data, and discounts. This allowed LeGer to seamlessly and seamlessly implement the new store after launch.

Detailed onboarding
The finished online shop was then handed over to LeGer, and the team was trained in the new shop system. The employees were thus optimally equipped to independently manage products in the online shop and make adjustments to pages.

Continuous optimization
After the successful launch, LeGer and tante-e continued to collaborate, adding additional features to improve the store. These included email automation via Klaviyo for sustained customer loyalty. Using the native Shopify Translate & Adapt, tante-e also seamlessly implemented an English-language version of the store to meet LeGer's international needs.

The implementation

01

Individual theme advice

LeGer had clear ideas for its future online shop. It required a high-quality, minimalist look with a strong focus on visual language. Prominently placed photoshoots would effectively highlight the clothing items and convey LeGer's vision in a lasting way. Based on these criteria, the tante-e team pre-selected suitable premium themes. Due to its clean, glossy character, the final choice fell on the Prestige theme.

02

Implementation of the storefront

In an interactive workshop, tante-e and LeGer worked together to develop the structure and design of the individual shop pages. They combined best practices from tante-e's agency experience with LeGer's individual requirements to gradually develop the perfect shop. Shopify's powerful theme editor then enabled the tante-e experts to precisely reflect LeGer's look and feel in the storefront.

03

Entering the content

LeGer had access to a wealth of professional product and mood images, as well as video footage. In these shoots, emphasis was placed on expressive images that reflect the mood and quality of the garments. Through effective integration, tante-e brought the previously discussed shop structure to life. Elements such as animated banners and "Shop the Look" sections make LeGer's online shop a true eye-catcher.

04

Careful data migration

The team also migrated historical data from the About You platform to Shopify, including product data, order history, customer data, and discounts. This allowed LeGer to seamlessly and seamlessly implement the new store after launch.

05

Detailed onboarding

The finished online shop was then handed over to LeGer, and the team was trained in the new shop system. The employees were thus optimally equipped to independently manage products in the online shop and make adjustments to pages.

06

Continuous optimization

After the successful launch, LeGer and tante-e continued to collaborate, adding additional features to improve the store. These included email automation via Klaviyo for sustained customer loyalty. Using the native Shopify Translate & Adapt, tante-e also seamlessly implemented an English-language version of the store to meet LeGer's international needs.

Our tool recommendations for LeGer

Shopify tool stack

Smartphonebildschirme zeigen Mode-Onlineshop Produktgalerie Tops Preisangaben Größenwahl Monatsangebot Markenbanner mit Modell in Lederjacke

Pathway Solutions

The invoice printer reduces the effort required for invoicing: LeGer can automatically create invoices for each order and send them together with the order confirmation.

8 returns

The professional returns portal 8returns reduces costs and effort for LeGer through intelligent, automated returns and improves customer satisfaction through reliable services.

Klaviyo

With Klaviyo, LeGer maximizes email communication with customers. Back-in-stock flows and discounts can be easily created and significantly improve customer loyalty.

iWish

LeGer rounds off the customer experience by integrating the iWish app, offering customers wish lists that perfectly match the shop's design, are linked to customer accounts, and allow products to be added to the shopping cart with one click.

Shopify Translate & Adapt

Using Shopify's own Translate & Adapt app, the tante-e team implemented the English-language version of the shop, so that LeGer can also offer international customers an optimal shopping experience.

Shopify Search & Discovery

The expanded filter and search options help customers search for specific clothing items and improve orientation in LeGer's extensive product range.

The results

LeGer benefits from a new, professional online store that effectively conveys the brand's aesthetic and puts fashion front and center. Customers can discover all of LeGer's new collections via structured category pages. Their appearance is reminiscent of modern fashion magazines. Informative product photos featuring Lena Gercke and other models present the respective garments in a relatable and impressive way. Flexible additional pages such as "About You" or "Lena Loves" further enhance the personal connection to the brand. At the same time, LeGer now has a powerful system that not only maintains direct contact with customers but also attractively presents and independently maintains new collections.

Lessons Learned

Thanks to the collaboration with tante-e, LeGer was able to lay the optimal foundation for the sustainable and independent expansion of its online shop in just a few months. The smooth and structured migration ensured no data was lost and a seamless transition from About You to Shopify. The integration of state-of-the-art e-commerce tools also creates a holistic shopping experience for customers at every touchpoint and relieves the burden on employees. This allows LeGer to focus on what matters most: product marketing and the further scaling of the online shop.

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