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DRAFT Globe Brands

Platform
Shopify Plus
SERVICES
Creative, Technology
Globe International Limited is a global producer and distributor specializing in purpose-built apparel, footwear and skateboard hardgoods (decks, wheels, trucks, etc.) for the boardsports, street fashion, outdoor and workwear markets with products sold in more than 100 countries worldwide. Founded in 1985 by three Australian brothers, Globe International’s core business is divided between proprietary, licensed and distributed brands.

Globe International is listed on the Australian Securities Exchange and operates in Australasia, North America, South America and Europe with offices, distribution and manufacturing centres in Melbourne, Los Angeles, Newport Beach, San Diego, Hossegor and Shenzhen.

The company is structured into six business divisions: Globe, Salty Crew, Impala Skate, Hardcore Distribution, 4Front and FXD Workwear. The company also has a number of branded retail stores in various territories.

Globe approached Overdose. with a problem statement and requirement to find a much easier way to service 20+ brands all running on Shopify with different themes and different maintenance requirements, furthermore, their US-registered storefronts needed to comply with Accessibility guidelines as laid out in the WCAG.

The new master template theme based on the foundation of Shopify 2.0's Dawn theme, provides the flexibility and customisation options to suit each brand in the region they operate, (the EU store themes were adapted to work with the EU-specific GDPR and Buy-Now-Pay-Later terms of service requirements) be fully compliant with AA level of accessibility and furthermore allow each brand to still carry a visual unique to its brand. All the while, when being maintained or updated or introducing new features there is one single codebase for OD developers to look after.
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Integrations

The majority of integration work was handled by out-of-the-box app installations for the above on Shopify, special consideration was applied to the translation app WeGlot on the EU stores for Impala, Salty Crew and Globe. There was an issue identified early on that required looping in support from the WeGlot App development team detailed further below in the challenges section.
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Challenges

CHALLENGE #001
Managing 20+ brands on Shopify

Support 20+ brands all running on Shopify with different aesthetic requirements.

SOLUTION

Overdose built a global master theme based which allows for 20+ brands within the portfolio to leverage a base set of components and modules, each respectively styled to accomodate their own unique brand guidelines. This approach means when new updates or features are built, they become available to the entire group, driving significant time and cost efficiencies.

CHALLENGE #002
Accessibility requirements in the US

Ensuring the site is fully compliant with WCAG guidelines to meet the AA rating of accessibility.

SOLUTION

A base solution was built utilising Adobe Commerce that includes a solid portfolio of native capabilities while supporting the evolution into localised or global eCommerce if required.

CHALLENGE #003
EU Specific issues - GDPR

For stores operating in the EU, while Accessibility requirements are not yet legally enforced as they are in the US there are specific legal obligations around data collection (GDPR).

SOLUTION

We built further customisable options into the master theme settings to allow a store owner to activate a checkbox at the cart to ensure the user is aware of data collection and compliance with GDPR which store owners for the same brand in other countries don't yet need to have activated but the function is there for when they do.

CHALLENGE #004
EU Specific issues - Supporting multi-language translations

After rolling out the first EU store on the master template a specific bug was highlighted not yet seen on the AU or US stores where the main navigation wasn't functioning.

SOLUTION

We worked with the developers of the translation app "WeGlot" to identify the menu code itself was being translated and as HTML is coded in English the code itself was not being read by the browsers. So we had a number of exceptions added to the Weglot app to ignore and to allow browsers to read code correctly. We then built in an SOP to ensure this exercise is done ahead of time for future EU store launches on the master template.

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NAME, TITLE
- Globe Brands
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UX/UI

Globe came to us with a challenge; to create a Shopify master template that would be versatile enough to cater to each of their 20+ brands, while also ensuring that each brand was able to retain its visual uniqueness entirely. By creating the master template that housed all block variations, we were able to customise each site based on their unique needs for a more brand-specific solution.

Accessibility was a key factor that was kept at the forefront throughout the entire design process for each brand, ensuring that all of Globe’s potential users, including users with disabilities, have a good user experience and are able to easily access information was key. Examples of accessibility include: ensuring there was enough contrast between elements site-wide, making sure the font sizes are large enough for good readability, and also ensuring that no feature is depicted purely by colour.
UX Reel home Desktop
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