Phat Fish


Phat Fish Clothing are one of many websites we have developed within the angling industry. Aimed specifically at the carp fishing market, they produce trendy clothing for anglers whether they are out fishing or not.

Online Shop
Completion Date:
December 2014
phat fish clothing waterproof coat and trousersphatfish clothing product tshirt phatfish clothing fish

The Brief

Their existing website, an off the shelf package, was very dated and without any access to his own content management system, the customer was struggling to keep the website up-to-date, or to offer features that would help improve sales through the website.

As many anglers will browse the internet via their mobile devices whilst out fishing, the customer was very keen to take advantage of the benefits of a responsive website.

Whilst the website is predominately an e-commerce website, developed to sell Phat Fish products, in order to encourage visitors back to the website the customer also wanted to offer information to anglers via a series of technical videos filmed for the site.

Clear and simple navigation was key, along with an easy to use, quick add to basket process to make purchasing a product online as uncomplicated as possible.

How We Responded

We started by focusing on the main objective of the website, the selling of products. We achieved this by providing a product carousel where the client can choose which products to display in the initial view. This provides the opportunity to promote clothing base on seasons, trends, or even poor selling products that would benefit from additional promotion.

Phat Fish have a number of high-profile consultants advising on brand development, and so a dedicated area for each was developed, allowing them to provide information about themselves, their relationship with the Phat Fish clothing brand and their angling achievements.

Finally, I order to engage with customers and website visitors and to provide them with a reason to return to the site, we added a video gallery that allows the customer to upload any number of videos they have put together.

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