E.Tautz was founded in 1867 in London's prosperous West End. Edward Tautz had been head cutter at the venerable Hammond & Co where he had been tailor to England's finest sporting gentlemen, including Edward VII and quickly established a thriving business. It specialised in 'the hunting field and military men', and was often frequented by the likes of Winston Churchill, David Niven and Cary Grant. In 1968 the label was acquired by the Savile Row firm Norton & Sons, and in 2009 it was relaunched as a ready to wear collection by owner, and 2010 Menswear Designer of the Year, Patrick Grant.
As part of the relaunch, the label was rebranded and brought online with a new website and online shop. We were approached by E.Tautz with an innovative shared profit scheme and were challenged to combine the heritage and cool of this iconic brand and bring it to a new digital audience.
Although the main purpose of the site was to provide a place for customers to purchase E. Tautz clothing online, part of the challenge was persuading visitors new to the brand that the garments on offer are worth the price tag associated with them. To achieve this, the website needed to provide the same information online that a potential customer would receive if they were to walk into the Savile Row shop - proving to the audience that they are not only buying quality goods, but also buying a piece of British tailoring heritage.
Over 33,000 unique visitors since the main site launched (Sept 2010)
Over 17,300 unique visitors since the launch of the online shop (Dec 2010)
Over 7,000 visitors coming to the site directly, by typing etautz.com into their browser
Average online shop order : £233.18
The project at a glance
Facts and figures:
33k unique visitors since the main site launched (Sept 2010)
7k+ coming to the site directly, by typing etautz.com into their browser