• How can fabric, textile and style be digitised?

  • Can minimalism be emotionally rich ?

  • Can online shopping be as gratifying as the real experience?  

  • Can heritage be expressed through a digital interface?

  • What does luxury web design mean?

  • Can bricks and mortar be digitised?

  • Can technology recreate exclusive experiences?

  • Can luxury activewear bring together motion & emotion online?

  • Digitising and facilitating communications in the global art scene

  • Can real beauty have a digital form?

Web Design, eCommerce and Digital Marketing for Fashion, Luxury and Lifestyle Brands


We are a leading Digital Agency with offices in London and Rome. Since 2006, we have helped many businesses go digital. From luxury fashion brands to pharmaceutical companies, by way of accountancy firms, our expertise is lavish, and our know-how is enviable. As a leading Magento & eCommerce agency, we have a thorough knowledge of each of the following sectors, because the difference between a fancy sequin blouse and Paracetamol is actually quite big, in the digital world. Le plat du jour? Web design, branding, eCommerce, social media and digital marketing.


A leading London Magento Agency

We maintain fantastic relationships with our clients and keep them aware of any innovative solutions we can add to their business; we value their feedback and suggestions even months after we finish their project. Browse through our list of categories to see some examples of our work.

Some picks from our work

Some of our Clients

What people usually ask.

  • When and why did you start the company?

    We came into this world in 2006, as an independent digital agency created from a passion of producing innovative and creative work for everyone.

  • Why the beard?

    That's how we roll.

  • How much do you charge?

    How long is a piece of string? It depends. Essentially digital projects vary massively in their complexity - especially with e-commerce - so if you are able to give us your budget this will help us decide on the right solution for your project. Either way, don't be shy, get in touch and let's see if we can help.

  • Who are your clients?

    Everyone from small fashion retailers, to venture-funded startups selling £14m Picassos.

  • What do you like as a company?

    Digital, technology, design, brands, great ideas, adding value.

  • What can you do?

    If it’s related to digital, technology, design, brands and great ideas then we can and do it! Talk to us to see for yourself. Digitise everything.

  • How many people are in the Appnova team?

    Between London and Rome, we currently have a full-time team of 15+. In addition we have a strong team of freelancers, and strategic partners that allow us to scale up and down, as we need. More importantly, we are all focused on giving the same one-to-one dedicated service.

  • Where do inspirations grow?

    Amidst the buzz of London, inside cafés and bars, near the bustle of market in the morning. Inspirations are everywhere. And here at 15 Maiden Lane, we strive to turn inspirations into ideas, and ideas into reality.

  • Where can I send a brief?

    If you already have a brief and would like us to take a look please either email it to us here or use our online submission tool.
    We'll come straight back to you.

Anymore questions?


Latest snack from our blog


Does fashion need to re-evaluate its obsession with data?

Cukier, authors of Big Data: A Revolution That Will Transform How We Live, Work and Think. Discussing the fashion industry, they described an era where brands would endlessly collect and analyse data on customer’s interactions. They had it right. The potential to predict which products will sell, where they’ll sell and to optimize customer experience has proved irresistible. Four years into the love affair that followed, it’s no exaggeration to say that fashion is obsessed with data. You’ve heard the phrase “know your customer”. Knowing your customer means being able to give them exactly what they want, whenever they want it. The digital technologies now available to retailers allow them to capture customer information at every touchpoint. It's created a culture of brands fixated on mining data for customer insight. But it’s difficult to know whether data-culture is at odds with an industry built on inspiration, innovation and rule breaking. What effect is data-driven decision making having on the creative process? And is it undermining the “personal” connections that brands make with their customers? Customer Experience & Personalisation Josselin Petit-Hoang, Marketing Manager of lingerie retailer Adore Me, talked recently about using technology to personalise customer journeys. She frames the Adore Me method like this: “everything is personalised, everything is automated”. You’ll agree that the idea of “automated personalisation” is a little paradoxical. But it’s happening, and it’s made possible by AI. Adore Me now work with “hyper-targeted customer communications company", Optimove. Before the project, their targeted messaging focused on four distinct customer segments. Optimove’s position on this? Not. Enough. Segments. They now have over 60: categories shopped, device shopped on, spend. The assumption is that data gives us a clear view of all of our customers – we know them, we know what they want, we know what kinds of messages are going to prompt them to buy. Adore Me doubled their yearly active customers, so something worked here. But are we entirely comfortable with the endless grouping of customers and the automated connections that led to their success? Product Innovation & Design Inspiration One of the many promises that data made to fashion was its potential to predict trends based on information about customer preferences. It’s a seductive offer. If brands can determine which styles will be popular before they design them, they can avoid producing products that don’t sell. Personal styling service, Stitch Fix, were ready to harness this potential. Their in-house label, Hybrid Design, is produced in-house using an algorithm that parses through customer preference data to come up with new combinations of clothing traits. They describe it as a “survival of the fittest” style strategy. This feels a little too cold and cynical. Design is about creativity and freedom. In his Spring/ Summer 16 runway show, Hussein Chayalan's defining piece was a military-inspired water soluble uniforms. They melted off his models to reveal fabric dresses complete with palm trees and Swarovski crystal coconuts.  It’s entirely impractical and totally unbased on market demand. It’s impulsive and intuitive, and it's an example of the kind of creative innovation that comes from ignoring the data. https://www.youtube.com/watch?v=6o3jP1rfY7Y Got a fashion or eCommerce project? We can help. For more insight into the world of fashion marketing and digital experiences, get in touch here....
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What does sustainability actually mean?

issue, a movement and an incredibly important conversation encompassing everything from eco-friendly production to ethical treatment of workforces. But how exactly can we assess what we consider to be “sustainable practice”? The Business of Fashion looked recently at Milan-based menswear brand Zegna and the industry trend towards the “vertical integration” of production. In 2014, Chairman Emernedgildo Zegna purchased a 60 percent stake in Achill, a Merino wool farm in Australia’s New South Wales. Gaining control over the supply of a material essential to the brand is a strategy that’s also been adopted by leaders like LVMH, Hermes and Chanel. And it’s true that taking over this part of the process offers brands the potential to maintain welfare standards when it comes to treatment of staff, animals and the environment. But it’s difficult to be sure that this is something we can see as a truly “sustainable practice”. The article described Zegna’s move as one that would “tell a marketing story of sustainability and transparency.” It’s certainly easy to look at the big brands with cynicism. Over the past few years, we’ve seen design houses race to appeal to a new “Generation Z” customer. With their minds fixed more firmly on social issues and higher expectations when it comes to ethical practice from corporations, the Gen Z’ers are the next big market to be conquered. And the shift in priorities hasn’t escaped the notice of luxury brands, now eager to show themselves as socially conscious. What can we do to measure sustainability? It’s not enough for a brand to tell its customers a sustainability story, and we risk “sustainable” becoming a marketing buzzword if we don’t properly define it. It needs to be about real, practical, proactive changes that retailers can show us being implemented. To achieve that, we need a tangible measurement for success. So, who’s doing what? The latest group to commit to what’s been called a “circular production model” is Kering. Collaborating with organisation Fashion Positive Plus, they’ve pledged to increase the use of recyclable materials across their portfolio of 16 brands by 2020. Their first step will be to identify the materials that fit within the circular framework. Shifting our focus to the middle of the market, we can also look at Reformation. The "fast fashion" brand recently moved 80 percent of its production to a privately-owned factory in LA now offers weekly tours of the LA factory to the public. Their “Ref Scale” score ranks products based on how much water and waste were saved in their production. Both proactive moves towards transparent structures that can support sustainability. What’s the future? There’s another argument here and it’s this: does it really matter whether the motivation to “go sustainable” is entirely altruistic? Not so long ago, a “sustainable” fashion brand would’ve been considered in some way niche. Turning sustainable and ethical practices for production into a standard and (eventually) a prerequisite for all retailers is progress. Of course, the end goal is totally authentic commitment. For now, we should push for transparency when it comes to supply chains and continue to ask brands to strive for positive change. If you’re interested in learning more about sustainability in fashion, then you can join us in taking the free online course Who Made my Clothes, from Fashion Revolution and the University of Exeter. For more insight into today’s fashion landscape and how you can make sure your brand is involved in the relevant conversations, get in touch with us here.  ...
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Connecting the Dots between Content and Commerce

ut someone reminding you of the importance of strong, engaging online content in winning the respect of your customers. And, sure, they’re right: an inspired visitor is more likely to become a loyal shopper. But really there’s no guarantee that interest translates to a purchase. Brian Mahoney, CTO of beauty brand Glossier, talked recently about the importance of treating Glossier customers and Into the Gloss blog readers as different entities. The business found that Into the Gloss readers were 40 percent more likely to purchase products than users who visited Glossier only. So clearly there’s potential to use data to create an optimised experiences across the two platforms. But what exactly is the journey from one to the other and how do we track it? The challenge for retailers is now to connect the dots. Over the past few years, we’ve seen some of the bigger name brands developing community-style or “social commerce” platforms. Image-based, inspiration-focused networks that aim to connect users and move them towards purchase. The opportunity to discover, share and shop in a virtual community space is an appealing one for potential customers. And these kinds of platforms have the power to act as the space between content and commerce. Who's getting it right? Furniture and interiors retailer Made.com are. A focus on great design, combined with reasonable price points set them up for success, and this is a company committed to eCommerce innovation. In 2014, they launched Made Unboxed – an online “Pinterest-style” platform that allows users to upload and share images of products styled in their own home. The products featured are tagged, and customers can follow a “Buy Now” CTA back to site to purchase. Users can comment to ask questions and they can search for images using the name of the product or collection. A huge part of Made.com’s offering was always their style inspiration features and Unboxed turns that part of the experience into an external “community”. It works because it empowers the customer: it gives them access to honest feedback and they feel involved in a conversation. Of course, there needs to be some kind of measure of success. Made.com tracks the dwell time on site and AOV of people who also visited Unboxed. They found that dwell times were three times higher for these visitors plus average order value is up 16% on the site average. We can see that this communal discovery space, an experience shared with other Made.com customers, is a valuable link between inspiration and purchase. Why isn't everyone doing it? Well, for two reasons. Made.com have come up with an interesting measure, but it’s difficult to track the success of a platform like this. We know that less than 14% of people who see an item on social media buy it immediately, and the same is likely to be true of social commerce platforms. If customers are returning to site to purchase hours or days after first seeing a product, we can’t be sure of the connection. The second reason is that platforms like these are difficult to build. They require a robust CMS that can allow for ongoing updates to content without any compromise on speed. There are also challenges when it comes to design. Unboxed, for example, combines different sizes and styles of images from different users. They’ve managed to create a consistent and unified feel in keeping with their own minimal aesthetic, but it’s no small task. Is it really worth retailers investing time, money and resource? Is community commerce the future? Although community platforms might sound like the magical blend of content and commerce that the world of online shopping has been crying out for, it’s unlikely we’ll see retailers move away from traditional eCommerce. These kinds of platforms are a valuable link in the chain, and it’s clear that content-driven experiences motivate customers to buy. But it’s probably more useful to frame them as a stage in the purchase journey as opposed to the destination. Looking for more insight into the latest innovations in the world of eCommerce? We can help. Get in touch here....
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(Credit Andy Aaron, IBM)

How Customer Experience Became Adobe's Favourite Buzzword.

l proliferation and how it will impact both the retailer and consumer. You can read it for free, right here. Otherwise, here’s the skinny... Customer Experience is the New Black. Customer Experience (CX) is how customers interact with your organisation. Although it’s far from a new concept, increasing digitisation and developments particularly in mobile technology mean it has become a hot topic for work colleagues to talk about in the pub when they run out of actual conversation. The idea behind the experience economy is that services are becoming commodities. Think about Netflix, Uber, or Spotify. Netflix, in particular, has reinvented itself on a number of occasions, first as a mail-order DVD business, then as an online streaming service, now as a producer of big budget TV shows. Integral to each of these transitions was the understanding that traditional modes of watching TV had some massive drawbacks. As such, they set about allowing their customers to circumnavigate inconvenience, whether that was avoiding paying late fees at Blockbuster or, latterly, basking in the constant, life-affirming presence of Kevin Spacey in a suit, on demand, without being interrupted by ads, right there in your living room. Twenty-two percent of respondents in Adobe’s report ranked optimising CX as “the single most exciting opportunity for 2017/18.” It might not sound much but that’s quite a sizable chunk. Differentiate To explain why CX is important, it’d be wise to talk about differentiation. This is what sets a company apart from everyone else, and handily CX has been touted as the primary way for companies to differentiate themselves from their competition. So, for example, a few years ago, mobile and responsive websites were a “must have”, addressing the fact that people were spending more time browsing on their mobile devices. Today, the report states that we’re moving “beyond mobile” and that Augmented Reality (AR), Virtual Reality (VR) and The Internet of Things* (IoT) will be changing the retail sector rapidly in the next few years (Apple have also echoed a similar focus - the image to the left details the Apple HomePod, a siri-based speaker). The slightly odd thing about the report is how it makes it seem like we’re still waiting for these changes to take effect, when, in reality, they’re already underway. Let’s take IoT as an example. Some people will argue that Amazon and CX have become synonymous. Alexa, along with Amazon Prime, has totally changed how (some) customers now approach online shopping, precisely by removing the "online" and "shopping" aspects. Need a new Avocado Slicer? Just ask Alexa and she'll hook you up. It'll turn up the next day on your doorstep, probably in an unnecessarily large box with a tonne of unrecyclable padding. At least, that’s how it’s supposed to work. Currently, Alexa isn’t quite the seamless IoT experience that many perhaps envisioned. But it’s only set to improve. That said, CX isn’t just about trying to adopt ground-breaking tech in order to instigate some sort of purchasing revolution. Far from it. Really, CX can be best improved simply by paying attention to content, design and data. Data A few things to bear in mind, though. The report does wheel out a few blanket statements like "design-driven companies perform better than other businesses." It seeks to clarify this by saying, "77% [of businesses surveyed] are investing in design to differentiate their brand." These aren't really the same thing. Common sense would dictate that a well-designed site, in terms of user journeys, for example, is going to be better than one with no thought applied to how potential customers might use it. Also, the importance placed on data is slightly skewed. Companies like IBM enjoy running generic ads that signify how data is revolutionising certain industries, but having the capacity to collect data is different to having the capacity to process and interpret it. To be fair, the report does recognise that currently, “organisations still struggle hugely with data,” though it offers little clarification. Essentially, you can capture as much data as you like, but without someone to interpret it, it’s not that useful. An actual data scientist will be needed to extract meaningful conclusions from whatever data you decide to capture. IBM recently projected that demand for data scientists will soar 28% by 2020, especially impressive given such positions are in huge demand currently. If hiring someone isn’t an option, then you can always contact us, here. We’re happy to chat. *Increasing trend whereby everyday appliances (like your fridge) possess internet connectivity.  ...
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Architecture, Design and Digital Experiences

to Londoners. More often than not: a week of Pimms-infused, burn-inducing sunshine at the end of May, followed by three months of torrential rain. Luckily for our team, central offices just off of Oxford Street mean that we’re never short of city-based stuff to see and do even when its miserable outside. This month, the city’s offering comes in the form of Europe’s biggest annual architecture event, the London Festival of Architecture. The theme this year is memory: global memory, sensory memory, shared history, memories of the home. A series of exhibitions, installations, open studios, discussions and walks explore the way that architectural spaces contribute to the cultural identity of a city. Our highlights from this year’s program? We’ll be heading to the NLA Annual Lecture 2017, given by Sir David Adjaye OBE, plus checking out open studios from Make Architects and Kohn Pederson Fox. What does great design mean to us?   This task of translating memory, or identity, into first an aesthetic and then a usable structure is a complex one. Design is not just about creating something visually amazing. It’s about finding a way to guide your visitor through the space in a way that feels natural and easy. It’s about beauty, but it’s also about function. As the way that we navigate our online and “in-real-life” spaces come closer together, design has never been more important in creating websites. Comfort, curation, usability, a consistent colour palette, plus little stylistic nuances – they’re all things that we now look for in our digital as well as our offline experiences. It’s because of this connection that some of our favourite projects have been websites for architectural and interior design houses. We design and build great things, they design and build great things. And, in fact, there’s a lot of similarities between the two processes. Tasked with creating the perfect website, our team begin with a wireframe as our structural skeleton to build on. Moving through to the UX stages, we plan an environment that makes sense for a human; form meets function as we design a purposeful experience which is rich in narrative. And, finally, our development team take the whole thing and turn it into something solid and stable, that can keep all of this in place. It’s taking a vision and turning it into something structural, usable and beautiful. We recently put our shared design-smarts together with luxury interior architecture house, Lawson Robb. Here’s a look at how we helped them out: Lawson Robb Lawson Robb are experts in forward-thinking design and meticulous delivery. A global leader offering a highly coutured service for high-end clients, with a portfolio spanning London’s Mayfair to Dubai.   What did they need from us? They came to us for a digital platform that could showcase their truly spectacular work. Specialists in timeless luxury design, their passionate team have spent time forming longstanding relationships with their clients. Our goal was to translate these core values into a digital experience. They needed the polished aesthetic of their projects to be reflected in the site design; something minimalist and chic with a slick customer journey. So, what does that look like? For us: a beautiful site design featuring full-screen images and an intuitive journey for the user. Our team were happy to accept the challenge. How did we help? We came back to them with a site that delivered on our shared vision: a stylish, user-friendly digital showcase for their portfolio. There was a lot to live up to when it came to great design, but our minimalist visual aesthetic and careful curation of images made for an elegant end-result. We achieved the sleek user journey with a clear navigation and responsive design. Plus, by optimizing for mobile, we made sure that the website was as visible and accessible as possible. How can we help your architectural or interior design house to create a distinctive digital identity? Get in touch here to find out....
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Experience Economy in Luxury Brands

Goods and services are no longer enough for consumers, so businesses must create experiences instead to survive.
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Meet, greet, and let’s go for it

First, let’s have a chat and an espresso together. Then, let’s talk business: you give us a brief, we give you an idea of what we think should be done in order to turn your vision into a unique online presence.

With the right balance of creativity, efficient technology and valuable content we can find the right, bespoke solution for your business.

contact us now