How we helped a sportswear manufacturer reduce sales team workload and boost engagement with website redesign
the project
Royalty Apparel, a sportswear manufacturer for U.S. college teams, came to us with a clear challenge: their existing website wasn’t reducing the heavy workload of the sales team. Orders still came in through phone and email, requiring constant manual processing. At the same time, team managers wanted more independence to design and order their own merchandise, while fans wanted direct access to ready-made team gear.
We helped Royalty Apparel transform its platform into a self-service, revenue-driving e-commerce hub. The new website automated order management, improved usability, and created new revenue opportunities.
Our solution delivered significant results for Royalty Apparel, streamlining operations and enhancing engagement. The revamped platform achieved an 8x faster order turnaround and saved over 1,170 hours in product creation, empowering their team and boosting revenue.
faster order turnaround thanks to automated order flows.
dedicated to product creation, ensuring robust functionality.
The Project’s
Discovery Phase
Aligned website design with brand and spirit of sports teams
We merged best e-commerce practices with advanced customization features. Following Royalty’s brand guidelines, the website was infused with the vibrant, energetic spirit of college sports. Contrasting colors, bold typography, and dynamic layouts conveyed excitement. To highlight merchandise quality, we added 3D modeling, giving fans a chance to view apparel in full detail before purchase.
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Built a homepage to drive engagement and conversions
The old homepage didn’t tell Royalty’s story or involve users. We redesigned it with real-time product customization, clear value propositions, and athlete-driven storytelling. New sections showcased benefits, featured collections, and calls-to-action, while new functions like team store creation and the merch design customizer actively invited users to participate. The homepage shifted from passive browsing to active engagement and conversion.
Created a custom merch creator for team managers
Team managers are often responsible for creating merchandise but lack design expertise. We developed a no-code merch creator, enabling managers to design jerseys, t-shirts, pants, caps, and more. The tool included pre-built design templates aligned with sportswear best practices, ensuring professional results in minutes. This not only saved time but also increased adoption among non-designers, helping managers launch collections faster.
Streamlined kit ordering for full team customization
Ordering complete team kits was traditionally a tedious process. We introduced a feature allowing managers to fine-tune every item: names, numbers, sizes, and quantities, directly within the platform. With one streamlined workflow, managers could configure and place large team orders, reducing manual errors and drastically cutting processing times.
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Launched a team store creation to unlock direct fan sales
To connect directly with fans, we added a self-service team store builder. Managers can instantly create branded stores with dark or light themes, preview layouts, and publish with ease. Fans discover these stores through catalog search and filtering, enabling them to purchase official team gear directly. This feature turned managers into micro-entrepreneurs while boosting fan engagement and merchandise sales.
Designed product pages with interactive 3D models
Fan trust in online apparel relies on how well they can assess product quality. We built interactive 3D previews for merchandise, allowing fans to rotate and explore apparel from every angle. This immersive feature strengthened purchase confidence, reduced returns, and brought fans closer to owning a piece of their team’s identity.
Optimized mobile-first for maximum reach and accessibility
With 75% of the target audience shopping from smartphones, we ensured the platform was fully responsive and optimized for mobile. Every interaction from browsing to customizing to purchasing was seamless on smaller screens. This mobile-first approach improved accessibility, boosted user engagement, and allowed fans to connect with their favorite teams anytime, anywhere.
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FAQ
What is the best way to reduce sales team workload in sportswear manufacturing?
Automation is the key. For Royalty Apparel, Lazarev.agency built a self-service e-commerce platform that allowed team managers to design and order merchandise independently. By removing repetitive phone and email orders, we freed the sales team to focus on strategy and growth rather than administrative tasks.
How can sportswear brands empower team managers to create custom merchandise?
The solution is user-friendly design tools. We created a no-code merch creator with pre-built templates, enabling managers without design skills to produce professional-quality jerseys, t-shirts, and caps. This not only sped up production but also ensured managers could launch collections that aligned with both brand and fan expectations.
What strategies help increase fan engagement in sports merchandise sales?
Fans want ownership and interaction. We designed team-specific online stores and interactive 3D product previews, giving fans a closer connection to their favorite teams. These experiences made merchandise more personal and engaging, directly boosting purchase intent.
How do you ensure a sportswear platform drives conversions, not just traffic?
It’s about storytelling paired with utility. We redesigned Royalty’s homepage with athlete spotlights, clear benefit sections, and real-time customization features. This shifted the homepage from a static display to a conversion-driven entry point, turning visitors into active buyers.
What is the most efficient way to handle large custom orders for sports teams?
Provide streamlined kit ordering. We introduced a feature where managers could customize names, numbers, sizes, and quantities for an entire roster in one workflow. This cut order errors and reduced turnaround time by 8x, while improving the manager experience.
How important is mobile optimization for sports merchandise platforms?
It’s essential. With 75% of Royalty’s audience shopping via mobile, Lazarev.agency designed a mobile-first experience. From browsing to customizing and purchasing, every step was seamless on smartphones. This adaptation boosted user engagement and ensured accessibility for fans on the go.
What results can sportswear brands expect from a strategic website redesign?
Royalty Apparel saw transformative results: sales workload shifted off the team, order turnaround became 8x faster, and fans enjoyed an immersive shopping experience. By dedicating 1170 hours to the product build, Lazarev.agency delivered a scalable, modern platform that both improved efficiency and unlocked new revenue streams.
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