How could one of the biggest outlet store corporations in the nation improve on years of satisfying smart-shopping customers? This was a problem we were willing to solve.

Launch Site Read On

Meet VF Outlet

VF Corporation was one of the earliest outlet operators, and in 1970, opened the first outlet center in the country. They sell products from well known brands such as Lee, Wrangler and Nautica. VF Outlet offers customers a unique combination of ridiculously low prices, wide selection and famous brands.


  • Design
  • SEO
  • Development

The Design Process

The goals

The main goal for the site redesign was to increase sales. Our design team worked to create a site design that was easy to navigate, stylish, and image focused. Key areas were highlighted to increase conversions.

The main target audience was a younger, trendy, bargain shopper. We appealed to that group by using bold, bright colors and utilizing VF Outlet’s strong social presence on Twitter and Facebook.

A big change to VF Outlet's online presence was the integration of a full ecommerce store. Our developers integrated a Magento content management system that would help aid in uploading and managing products for VF Outlet online.



Mobile Experience

Since many visitors use mobile devices to browse the site, we created a mobile styled version of the website that would activate when a mobile device was detected.

The focus of the mobile site was easy browsability, simple checkout process, and large, easy to view products.

VF Outlet Center

Website for the first Outlet Store In the United States

The VF Outlet Center is located in Reading, Pa. It opened in 1970 as the first outlet center in the country. Today, the center offers over 50 outlet stores selling items from leather goods and food to clothing and housewares.

The VF Outlet Center needed a website that is easy for visitors to find what they are looking for. They asked us to redesign their existing website, and the results have been tremendous.

Launch Site

Since the site launched in the Spring of 2013, the website has seen a 29% decrease in bounce rate. This means that once a person gets to the VF Outlet Center site, 29% more of the traffic is staying on the site and interacting with it, instead of leaving the site immediately.

Bounce Rate

The primary goal of the website project was to make it easier for site visitors to find important information. Most visitors on the site look for store listings, sales and coupons, center hours and events.

For optimal ease of use, the WebpageFX design team divided the main navigation into multiple sections that remain static to the top of the page as a user scrolls through the site. This makes the Store Listings, Sales, Coupons and other important information only a click away, and the center hours always visible.

Site visitors can easily browse through sales and coupons by skimming the entire list or checking by store.



Viewable on Mobile Devices

The VF Outlet Center website also has a mobile version that allows smartphone users to quickly look up and find sales and coupons, but also directions and area attractions.

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