What is Aniye By?

Aniye By is an innovative and eccentric fashion brand that won the hearts of many women around the world with its colorful and bold fabrics bringing vintage look into the new level. The company was founded in Carpi in 2000 by Alessandra Marchi and quickly gained thousands (~350k!) of followers loving their original look. 

With its increasing popularity, the brand decided to redesign its website with an e-commerce platform in mind, hoping to adjust it to its modern style and targeting a young audience. 

As research shows, gen Z is a powerful consumer spending a lot of time on mobile shopping apps, what’s more this way of behaviour is expected to grow in the upcoming years. With this in mind, the main focus of user experience was set on a mobile-first approach.

Why migrate to Sylius?

With over a decade on the market, Aniye By decided to take a bold step towards younger customers. Webgriffe, our partner who took on the task, decided that migrating from Magento 1.9 to Sylius would be the way to achieve the brand’s stringent brief.

As reported by Webgriffe’s CTO Manuele Menozzi, the choice was based on the endless possibilities Sylius provides for such custom projects. Sylius’ testing culture and test-driven approach to development (containing both unit and end-to-end tests) ensures stability and steadiness of application. It results in a better and safer fundamental to develop the application in a long-term project. 

Another key point for choosing Sylius was the front end. The goal was to create a fast, light and highly custom front-end theme which was easy to develop thanks to Sylius’ headless approach. It worked especially fine when applying multiple customisations in the checkout.

So, what’s behind the looks?

In order to achieve a flawless user experience, Webgriffe added many new functionalities to the platform – to mention some: shop by look, store locator, gift card, or a full video in the product pages. 

The “shop by look” feature is the particularly interesting one. It enables customers to choose the appearance they like and shop directly from the look – no need to search for the favourite items separately, now you can buy everything at one place. 

In Sylius we focus on a best-of-breed approach, that’s why we want to provide the best quality e-commerce framework instead of an all-in-one solution. Therefore, we recommend using other platforms and tools to equip your project with CMS, PIM, CRM, ERP and others. 

As the headless CMS – Contentful works great with Sylius, headless in its nature, it has been implemented to the Aniye By project. ElasticSearch was used as the platform’s search engine, whereas Mailchimp has become the choice used for email automation.  

One of the most important extensions used by Webgriffe is our official PayPal plugin that you can download here.

The results

Being easy to customise, our platform helped to speed up the process and meet the customer’s needs perfectly. Sylius with all of the solutions used together managed to achieve the goal the Aniye By creators set for the new website.

The results are amazing: 1.5 faster page load which led to the conversion rate increase on the website by 66% and almost tripled the revenue three months after the new website was launched.