Dune London - Brand Communications Guidelines

DIGITAL MARKETING • ECOMMERCE

Owned Skinned Websites

Website Design All Dune London owned skinned sites must adhere to the following documents: • Website Style Guide – Provides all creative direction for the website design, including colour palette and typography. It is essential to follow these guidelines to ensure the website feels authentic to the global Dune London brand. • MVP (Minimum Viable Product) Requirements – Checklist of minimum standards, digital products and functionality required. There are 3 tiers; Bronze, Silver and Gold. Please note that until these requirements are met and the site is approved, The Dune Group will not redirect regional traffic from dunelondon.com, or release the dunelondon regional domain to the Franchisee. Website Content The Dune Group recommends updating content spots at a minimum once or twice per season, in particular: • Homepage (including the hero, secondary tiles and social feeds) • Category PLP headers (if applicable) Design templates and/or guidelines for these formats are provided for all campaigns, promotions, sale and key global calendar events. Others are available on request. Franchisees must submit an ecomm content calendar reflecting planned content and messaging updates 3 months in advance to ensure all content needs, key trade periods and products can be supported, or for alternative solutions to be agreed. Partners are responsible for tracking content performance and optimising accordingly. Website Copy Copy for ecomm websites should be derived from the following sources: • Homepage – Refer to seasonal guidelines and artwork, or dunelondon.com • Category PLP headers – Follow category names used on dunelondon.com • Category & PDP product descriptions – Provided by -Dune Operations Dune Marketing should be consulted for any additional ecomm copy requirements.

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