Factory Connection is a 300-plus chain of brick-and-mortar apparel stores whose name presents a unique challenge. Based on the legacy concept of factory outlet apparel stores, the name does not readily communicate “clothing” to many shoppers in the key 18-35 age demo. As part of the solution, BakerWoodward developed a fashion-oriented website specifically geared toward the company’s primarily mobile web audience. The site serves as a hub for a fashion blog and the Fashion Connection customer loyalty club, as well as supporting the company’s mobile app and robust social media program. The website is updated weekly to reflect Factory Connection’s unique “treasure hunter” business model with constantly changing inventory.