Case Study: Drake’s
A full digital transformation delivered, through strategy, consultancy, management and growth support.
THE BRAND
Founded by Michael Drake in East London in 1977 as a tie and scarf-maker, Drake's is now one of the most world-renowned names in luxury menswear with boutiques in London, New York and Seoul. Fusing a classical British sensibility with louche Italian style and elements of workwear and sportswear, everything Drake's produces embodies their ethos of 'relaxed elegance'.
THE CHALLENGE
Drake's was looking to migrate off their Magento platform and onto a more efficient and accessible tech stack, whilst also growing their online trade. Their existing platform had ongoing integration challenges as well as incurring significant manpower overheads to manage and update, and their were structural and operational issues within the business that sat outside the immediate ecommerce remit that were impacting their ability to trade efficiently.
A further consideration was the consolidation of global storefronts into a more operationally friendly solution, and the client needed support with vendor selection, team hiring and ongoing growth support and stewardship.
It was clear that for this transformation to be successful, a holistic approach was needed that went beyond redevelopment or marketing.
OUR SOLUTION
Heur integrated directly into the Drake's team to understand pain points across the business, initially prioritising their migration from Magento to Shopify Plus, simplifying the tech stack and removing intergenerational and operational issues.
We managed their delivery partner selection, ensuring they had best-fit development support, as well as overseeing website design and deployment of the new Shopify storefront and POS.
To improve trading efficiency, our team took a deep dive into operations and merchandising management to understand and resolve supply and demand bottlenecks that were impacting their ecommerce, and overhauled and revamped ERP, WMS and CRM vendors and reporting.
Delivering onward support for ecommerce, commercial teams and digital marketing to maintain onward growth.
To ensure continuity of vision, Heur oversaw the hiring of the new ecommerce team brought in to run Drake's, and provided ongoing support and paid media management, delivering significant year-on-year growth.
SERVICES DELIVERED
– Web re-platform stewardship and consultancy
– Magento to Shopify migration
– Shopify POS implementation
– International Store migrations
– Production and merchandising restructure
– Elevar implementation
– Ecommerce team hiring and training
– Multi-channel launch
– Technical support
– Paid media management
KEY DELIVERY PARTNERS
Shopify Plus
Klaviyo
Meta ads
