Continental Clothing Co.

White-label fash­ion for big brands

The brief

The Continental Clothing Co. is one of the largest wholesale clothing manufacturers in Europe. They sell clothing to a variety of large fashion stores, so their identity had to represent the ‘brandless’ nature of their products. As a wholesale service, most of their customers return regularly to submit large orders, and they want to be able to do this quickly and easily.

So, our goal was to create a platform that put fast transactions and genuinely useful features first, over the distracting ‘bells and whistles’ that are often found on other commerce sites.

The Result

The homepage was designed to put imagery first. Other than the hero images, all pictures retain their ratio on every device making things simple when adding and replacing them.


The design evolved from the company’s require­ment to feel brand­less. Big labels need the reas­sur­ance that when they sell Con­ti­nen­tal Cloth­ing gar­ments under their own brand name, Con­ti­nen­tal Cloth­ing remains anony­mous. How­ev­er, we still need­ed to project a mem­o­rable iden­ti­ty for the suc­cess and growth of the com­pa­ny. So the com­bi­na­tion of sim­ple white space, bold Hel­veti­ca typog­ra­phy and friend­ly iconog­ra­phy became their identity.

We also introduced more ways to filter and browse products, through an extensive order form that enables users to order thousands of different variants at once.

It was important to the client that browsing and ordering products was just as easy on smaller screens as it would be on desktop. So utilising quick links and an easy to access menu really helped us achieve this.

Vari­ant Viewer

Cus­tomers often need to make huge pur­chas­es extreme­ly quick­ly. So as well as hav­ing a fea­ture that enables them to re-select past orders, we need­ed a fea­ture allow­ing them to choose new variants/​colours quick­ly. They also need to see close-ups of both sides of each gar­ment. So we intro­duced the vari­ant view­er: an over­lay allow­ing the user to eas­i­ly swipe through hun­dreds of dif­fer­ent variants.

Cross sell­ing with­out inhibit­ing the experience

One of the biggest chal­lenges was to intro­duce more pro­mo­tion­al con­tent. Nor­mal­ly for con­sumer com­merce this is rel­a­tive­ly sim­ple. But as this was busi­ness to busi­ness and reg­u­lar cus­tomers make pur­chas­es quick­ly by nav­i­gat­ing from their account dash­board, it was a lit­tle trick­i­er. We intro­duced a sim­ple to use man­age­ment sys­tem for Continental’s staff to add pro­mo­tions. The home­page dis­plays four of these (includ­ing the hero ban­ner). How­ev­er our algo­rithm also pep­pers the entire site with these pro­mo­tion­al cards on a rota­tion based on rank­ing. They are non-obtru­sive, so despite the fact that they are vis­i­ble in many places around the site, they do not feel in the way’.

The account dashboard and the megamenu is a good example of where we have carefully placed non-obtrusive promotional cards.

We are incred­i­bly proud of this prod­uct. It epit­o­mis­es our belief that atten­tion to detail in func­tion­al solu­tions is what car­ries a suc­cess­ful prod­uct forward.