Website relaunch

Maidenform has been offering innovative underwear and shapewear for women since 1922.
The brand belongs to Hanes Bodywear Germany GmbH. The successful branded goods company sets standards in the manufacture and sale of high-quality textiles.

Projektbeschreibung

Before this project, there was already a Magento-based brand website – only without an online shop. Only products were entered for viewing.

When Hanes Bodywear Germany GmbH took over the initially independent brand, the website was to be redeveloped on the basis of WordPress. The following requirements existed:

• Programming a modern & flexible theme
• Integration of catalogs instead of previous product pages
• Add your own fields for posts
• Programming of the Shopfinder plug-in

In addition, fundamental optimizations were also requested in the SEO marketing area in 2019.

Umsetzung

The website should be placed within a collective network installation consisting of other brands of Hanes Germany GmbH – i.e. a WordPress multisite installation. This enables the central administration of the websites of the following brands:

• Elbeo
• ONLY THE
• EDOO
• Playtex
• Wonderbra
• ONLY THE

Since the design should only differ in color, we implemented the superordinate “Hanes Inc. Network Parent Theme” as an in-house development. From this, child themes were created for each website that corresponded to the respective corporate identity.

Since the product pages of the previous website cause immense data maintenance effort when there is a change in product range, PDF catalogs should simply & can be clearly integrated. With the “Real 3D Flipbook” plug-in, we succeeded in digital implementation with dynamic animation.

For different sides & posts should be created uniform fields that were intended to incorporate certain data. Using the “Advanced Custom Fields Pro” plug-in, individual fields could be easily created and defined. Those were then integrated in the template across posttype via PHP.

Since Maidenform products are offered in numerous shops, the user should get an overview of all relevant locations on the website. With the “WMDK Hanes Shopfinder” we developed a WordPress plug-in using JavaScript, which displayed this via Google Maps.

For basic SEO optimization

To ask Maidenform for better rankings on Google & co, we implement the following optimizations:

• Metadata maintenance
• Alt Tag Care
• Elimination of onpage errors
• Website speed improvement

For the meta texts that are displayed in the search results (SERPs), click-strong and relevant titles & descriptions value. Software such as the SISTRIX toolbox provided us with support in the holistic optimization of the website.