TECHNOLOGY

Celebrity-endorsed online fashion retailer takes on site traffic

BY Dan Berthiaume

August McGregor is not letting operations get pinned down by insufficient e-commerce infrastructure.

A collaboration between custom suit designer David August and mixed martial arts (MMA) champion Conor McGregor, August McGregor is an upscale men’s fashion brand that also acts as a vertical online retailer. Launched at the end of 2018, August McGregor needed a reliable online platform that could support sales and deliver a satisfying and reliable customer experience, even with the significant growth expected as a result of Conor McGregor’s high public profile.

August McGregor follows a marketing strategy of releasing an entire capsule wardrobe as a “drop.” As a result, collections often sell out within 48 hours of being made available on the company’s e-commerce site. August McGregor decided to leverage technology from e-commerce platform BigCommerce.

“To accommodate such a unique sales model of limited quantity products in each capsule, we required a robust e-commerce back end that could support a high level of traffic and conversions in a short time,” said Michael Montanez, director of marketing at August McGregor. “BigCommerce’s dedicated enterprise support, transaction-per-second capability and stable architecture provided just the assurance we needed when going live with the site.”

Using a combination of out-of-the-box BigCommerce features and basic customization, August McGregor launched its e-commerce site in three weeks, in time for McGregor’s October 2018 fight.

The site offers alternate checkout methods through PayPal, Apple Pay and Amazon Pay to better accommodate the mobile-first customer base, and the use of global shipping solution EasyShip enables fulfillment of international transactions. August McGregor reports seeing significant uptick in revenue since initial launch.

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