Nitty gritty

With tens of millions of pairs of jeans sold in the last decade, Turkish brand Mavi is in the top echelon of global denim brands. And it’s growing fast, with 600 distribution points in its home country, plus new stores opening in cities around the world, including in the US, Canada, Germany, Australia, Holland and Russia.

The old Mavi site was getting 100,000 visitors a day, so we knew we needed to build a site that would have serious impact as well as global appeal. Tumblr was the answer: its rapid uptake by fashion communities made it clear that it was the most interesting, relevant building block to use as a starting point for a fashion company that’s going places.

With Tumblr, we were able to build a dynamic homepage and blog feed in one. It’s easily updated with multimedia content by Mavi and easily followed by fashion-savvy Tumblr users. Meanwhile, beautiful layouts in the static pages evoke the brand essence. We rolled out the first edition in Turkish; English followed a month later.

Highlights

• A client who grasped the value of jumping on to Tumblr, wholesale.
  
• An excuse to spend more time sitting in traffic in IstanbulWorking with a geeky, fun, creative client team who mirrored Poke’s geeky, fun, creative team.
• Working with a geeky, fun, creative client team who mirrored Poke’s geeky, fun, creative team.