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Website Development Brief for Fonthill Road


Supported by the 2014 to 2020 European Regional Development Fund Programme.

Introduction – The Welcome Back Fund 

The Welcome Back Fund is providing councils across England a share of £56 million from the European Regional Development Fund (ERDF) to support the safe return to high streets and help build back better from the pandemic. This funding builds on the £50 million Reopening High Street Safely Fund (RHSSF) allocated to councils in 2020 and forms part of the wider support government is providing to communities and businesses.

Fashion-Enter Ltd (FEL) is tendering for a website design agency to design, create and build a bespoke e-commerce website that is both mobile and SEO Optimised for Fonthill Road traders and Islington based designers (sellers) to showcase and sell their products. 

The Project

A unique portal dedicated to fashion and highlighting diversity, heritage and inclusivity of Islington fashion retailers and designers. 

The main aspects of the website are: 

· Fonthill Road (heritage and traders)

· Islington Designers (small businesses and entrepreneurs that operate from FC Designers Workspace and the community sewing groups) 

The design of the website has to capture the origins of the area and provide a history. The site needs to be fully interactive with sellers and consumers. Careful attention has to be made to the layout, colours, typography and, most importantly, the voice and photography / videography of the website. The website has to be easy to use and will rely on the sellers updating their shop with new season ranges. 

Site map 


Homepage – photography and video content

Shop – landing page to include photography and video content

Shop within shops – fully functional B-C website that enables each brand to have their own transactions and dedicated website. 

About Fonthill Road

Visit map and directions


Social media tags

The shop will have an initial landing page with photography / video content and list of shops to browse. It should then go into each individual seller’s e-commerce shop with their own logo, branding and imagery.

FEL expects 10 shops to be live within the two-month timeframe with each seller showcasing and selling a minimum of 6 products.


Each shop is to be independent of one another and would have a separate admin area where the seller can login to add their own products and process their orders. Transactions are to be processed via PayPal and paid directly into the seller’s account. No commission is required to be taken by the central website for the initial six months of the program.  Thereafter a monthly web hosting fee will be required for sustainability of the site. 

Branding for main website (sellers will have their own logos and branding within their micro shops)

Logo design


Colour palette

Brand design assets (icons, textures, patterns)

Social media platforms to set up including Facebook, Instagram, Twitter

Promotional calendar and Content Cal updates and use of  


This project requires photography and video content creation including:

Photographer (to shoot and edit)

Videographer (to shoot and edit)


Hair and make-up 

Models (minimum of 4 models required) 

Invisible mannequin shots of each product (front, back, side and detail)

Visits to review any archive images based at libraries 

Desk top research into the  history of Fonthill traders. 


Web hosting is included until the end of March 2022

Domain name is to be confirmed


Within a two-month period to launch website by March 2022 

Project meetings 

A minimum of four project meetings are required across the two-month period with weekly email updates on the development of the design and imagery of the website. 


Create a website manual and provide log in details for back-end access

Create a ‘how to guide’ for sellers to create and manage their shop. In addition, deliver one interactive onboarding workshop for sellers. 

To hold a minimum of two seminars on workshops to upgrade traders use of digital technology. 

To be available for all technical issues that arise during the onboarding process

To retain a content moderation function 

The website must adhere to all EDRF regulations ‘including the Branding and Publicity Requirements at: 


Please also review accessibility requirements: https://www.gov.uk/guidance/accessibility-requirements-for-public-sector-websites-and-apps 

Whilst this is the responsibility of FEL it is expected that the successful bidder will comply with these regulations. 

About Fashion-Enter Ltd 

Fashion-Enter Ltd (FEL) is an award-winning social enterprise which is a centre of ethical garment manufacturing with a leading status in the Fast Forward audit and is also SMETA audited. FEL has a minimum order quantity of 1 for their Fashion Studio service and currently produces up to 40,000 garments a week for speed of response fashion from their three units in Haringey, North London and Wales.

Clients include ASOS, N Brown and Simply B, I Saw it First, Brora and brands such as Louisa Parris and Matthew Williamson.

FEL has partnered with Kornit Digital for sustainable On-Demand Textile Production with Asos, enabling FEL to rapidly deliver test-and-repeat small product runs on behalf of ASOS. In addition, FEL is also delighted to announce a working relationship with Zund for the latest in cutting technology.

FEL launched the UK’s first SFA approved Fashion Technology Academy in 2015 operating alongside the Factory and includes a range of qualifications at Levels 1 to 5 covering the ‘Garment life cycle’ including Stitching, Production, Pattern Cutting and Tailoring. FEL is also the largest training providers of Apprenticeships at levels 3 and 4 within Apparel Manufacturing (fashion) working with employers such as ASOS.com, Marks & Spencer, River Island and Amazon.

In November 2019 FEL launched the Tailoring Academy following funding from the Mayor of London’s Good Growth Fund and Haringey Council. The Tailoring Academy is a state-of-the-art clothing manufacturing and training facility based which provides specialist skills, job training and apprenticeships for ready to wear and bespoke tailoring. Current clients include Gieves & Hawkes, Harrods and Ralph & Russo.

In August 2020 FEL opened the FC Designer Collective retail shop with Islington Council, LEAP and the GLA to provide business support to local brands and working alongside the garment makers and wholesalers of the famous Fonthill Road. In September 2021 the programme expanded to include the FC Designer Workspace, an affordable workspace for local residents and businesses interested in the fashion and garment making industry. 

FEL works constantly with local authorities to create new training and job opportunities such as Leicester City Council and a new Fashion Technology Academy which is opening November 2021


Please submit quotes by 21st January 2022 by 5pm 

The project is receiving up to £24,999 (inc vat) of funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020. The Ministry of Housing, Communities and Local Government (and in London the intermediate body Greater London Authority) is the Managing Authority for European Regional Development Fund. Established by the European Union, the European Regional Development Fund helps local areas stimulate their economic development by investing in projects which will support innovation, businesses, create jobs and local community regenerations. For more information visit https://www.gov.uk/european-growth-fundin

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