The SuperTrash online shop is an extension of the brand image: international, feminine, sexy and innovative. The visual identity of the shop is defined by full-screen photographs with distinctive and refined feminine details. In order to increase the website conversion rate, the innovative tool of persuasive design has been used. The webshop gives female visitors a heightened sense of interactivity by placing the style advice of designer Olcay Gulsen directly next to selected products. The shop integrates the current collection, blog posts, fashion shows, tweets and magazine appearances.