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David Yurman
Challenge
As a brand known for its impeccable jewelry designs, David Yurman was seeking an outlet for continued growth.
Early on, they saw an opportunity to seize an untapped market with a standalone online boutique. But as a company that emphasizes elegance to the utmost, they were looking to find an effective blend of content and commerce.Solution
Beginning in 2006, we transitioned the company from Neiman Marcus’ platform to our CTS/SELL software to create a beautiful, robust brand and ecommerce site. Images speak with bold statements. Movement captivates. And various sections of the site take on their own mood.
Equally stunning is the back-end integration. The site includes a real-time order and inventory update interface for fulfillment and order management to support David Yurman’s high-volume sales. The checkout process is simple and seamless without interrupting the brand experience. This, along with strategic online marketing, weekly email blasts and product photography by createthe studio, has proven to be a potent formula for success.Results
A 30% increase in conversion rates and a significant year-on-year increase in online sales, making ecommerce the number one David Yurman retail channel.
We have continued to partner with David Yurman and expand their success online with the addition of two Chinese language sites, a Russian version, the introduction of fragrance into the ecommerce catalog and the development of a mobile phone application.Related Software
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St. John
Challenge
As a staple of American sophistication, St. John had built a loyal following that was buzzing for all things St. John. But what was missing was a central hub for users to connect to the brand. They had an existing ecommerce outlet through Neiman Marcus, but were ready for a new spark to reinvigorate the brand.
Solution
The first phase of St. John’s next generation site is an elegant showcase of their legacy. We constructed a poignant mood by tactfully playing with light and shadow, fluidity and graceful movement. And, with an unparalleled depth of content, users can explore hours of behind-the-scene videos, runway shows, an online magazine, as well as delve into the craftsmanship and history—all managed using our CTS/PUBLISH software suite.
Phase two will further evolve the site with ecommerce, powered by CTS/SELL, and the new CTS/SOCIAL St. John Community. Users will soon be able to create their own profiles and interact with designers, Marie Gray and each other for a unique social shopping affair.Results
Response to St. John has been overwhelming. Anecdotal evidence reveals one customer so thrilled with the new site, she immediately called her nearest boutique to place an order.
Piggybacking on the brand site's success, we have also created a microsite for St. John’s new label SoCa.Related Software
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Juicy Couture
Challenge
Juicy Couture’s exponential growth (and loyal fans) demanded a revamped ecommerce site that ushered Juicy into the next generation. A site that could strengthen the brand’s relationship with the consumer and generate an even greater revenue stream.
Solution
We developed a portal that infuses Web 2.0 social shopping technologies to create a unique brand, ecommerce and social networking hybrid. Most importantly, we designed it to be fun. The site serves as the central hub for Juicy lovers to shop, interact and play, with such exciting features as Create A Look, Rate My Juicy and Pam and Gela’s blog, Love, G&P.
Once again, our proprietary software platform has allowed the brand to further evolve and grow as new features are introduced and as consumers connect and find themselves living in a sweet, Juicy world.Results
Juicy fans are hooked. Repeat visitors have nearly tripled since the site's launch in September 2008.
Juicy Couture and createthe group were featured as interactive leaders in Women’s Wear Daily’s, "Apparel Firms Create Own Social Networks.”Related Software
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Oscar de la Renta
Challenge
As an elegant brand known for its fine craftsmanship, beautiful detail and superior fabrics, Oscar de la Renta lacked a thrilling online ecommerce presence to match. The experience was disjointed: ecommerce was on one platform, while the brand site was at an entirely different url. Our goal was to reconcile the two and sell high fashion in a sophisticated way.
Solution
With this in mind, we designed the Oscar de la Renta online boutique with a holistic vision: to completely immerse the user into the world of Oscar. The site features a strong editorial voice with behind-the-craft videos, full-screen products zooms and a glimpse into the style, elements and inspiration behind the celebrated fashion house.
In phase two, we embarked on setting new standards for luxury ecommerce. Powered by our flexible CTS/SELL software platform, the online boutique achieves the delicate balance between branding, commerce and a highly functional, easy-to-use shopping process. Users can shop the runway shows. And, fueled by our createthe media online advertising campaign, Oscar de la Renta is set to revolutionize the 360º luxury ecommerce experience.Results
Site traffic has nearly doubled since the site's ecommerce launch in August 2008. And with our createthe media driving users to the site, monthly sales have continued to grow.
Related Software
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Stella McCartney
Challenge
As a contemporary label known for its whimsical and airy designs, Stella McCartney wanted a site that reflected its femininity and carefully crafted mood.
Solution
For the next generation site, we captured the essence of Stella through motion, pace and fluidity. The homepage features dynamic content-exposing images and video that invite exploration. Runway looks and the shop by look feature are all videos that feel alive, irreverent and fun. We also added a special Stella’s World section for Stella to showcase her thoughts, philanthropic works, behind-the-scenes peeks and upcoming events.
Not only is the site in continuous motion, but it is also easily updated using our CTS/PUBLISH software. Each season, new collections and runway videos can be uploaded immediately to ensure users have instant access to the always flirty brand. These, coupled with a seamless online boutique, create a memorable, invigorating presence.Results
Stella McCartney continues to entertain millions of users each year, keeping them captivated with new campaigns, updated videos and collections.
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Marc Jacobs
Challenge
Marc Jacobs needed something new. Their site fit the brand, but lacked high impact imagery, interactive features and a simple navigation to enhance usability. They asked us develop a redesign that naturally flowed from one page to the next while still maintaining the distinct Marc Jacobs aesthetic.
Solution
For the next generation site, we played with proportion, new media and structure. The edgy and improved site contains full-screen and embedded videos, interactive zooms, while a pared navigation provides a sense of fluidity. Additionally, every area of the site has its own look and feel for a beautiful example of function and design colliding.
MarcJacobs.com is ecommerce ready and is equipped to take it to the next level once again, thanks to our CTS/PUBLISH software, which allows the site to stay fresh—so devotees can always stay in-style.Results
Response to Marc Jacob’s redesign has been overwhelmingly positive. User time spent on Marc Jacobs is double the average of a standard single-brand retailer, an amazing statistic for an increasingly busy audience.
Related Software
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dunhill
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Donna Karan
Challenge
As an influential American luxury brand, Donna Karan needed an online presence that spoke to its audience. One that was personal, inviting and equally iconic. They asked us to engage and excite by developing a new site filled with rich content opportunities that extended the brand beyond just the clothes and stores.
We listened carefully.Solution
What we developed was a site that reveals the multifaceted dimensions of Donna Karan.
All of her featured projects and collections are supplemented by warm tidbits of detail, including seasonal inspirations, personally narrated runway videos, a travel journal and her extensive philanthropy. Additionally, the site transforms from light and airy to dark and debonair, altering its mood each time to debut a new collection or campaign.
Donna Karan also reaches a new level of interactivity—one that goes above and beyond the capabilities of a normal brand site. Users can browse collections and contact a personal shopper directly to schedule an in-store fitting and pick-up. Donna’s "System of Dressing” gives customers advice and editorial tips on how to wear it. And lastly, an innovative pop-out navigation systems transports users with ease, keeping all content organized, simple and ever elegant.Results
Customers have consistently praised the site for its ease of use. Additionally, our online media campaigns, frequent updates and ongoing enhancements have continued to drive traffic and keep users coming back.
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Gucci
Challenge
Gucci was craving something innovative and eye-catching for exclusive VIPs to use in their boutiques: an interactive extension that brought Gucci’s catalogs to life.
Solution
As an agency that thrives off new technologies, we developed a playful touch screen kiosk that truly enhances the brand. But while touch screens may intrigue, creative design is what engages.
With the opening of Gucci’s New York flagship store, 725 Fifth Avenue, six units were incorporated into the store layout. The computer tablets, wrapped in Guccissima leather, allow guests to explore stunning runway videos, catalog and product images, a historical timeline as well as other elements—all with their fingertips.Results
Gucci plans to expand the touch screens to stores worldwide and will be fed with localized content trafficked with our CTS/PUBLISH software. Variations of images and product selection, asset and press material will reflect geographical requirements and interests for a truly bespoke experience.
Related Software
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Movado
Challenge
For over 120 years, Movado’s designs have withstood the test of time. Classic. Modern. Forever relevant. With hundreds of patents and international awards, the company has pushed the envelope of innovation to design exceptional timepieces built with the precision of Swiss technology. Movado needed a website that was equally enduring: a subdued, but appropriate backdrop to allow the distinguished designs to speak for themselves.
Solution
We did our research. We studied Movado’s intricate technology, the movement of each dial and the brand’s bold artistry. The result is a deceptively simple website full of signature details. From the pre-loader animation to the scrolling of copy, every facet of the website alludes to Movado’s craft. Additionally, pure black and white backgrounds help serve as elegant canvasses for a truly cinematic experience.
Results
As Movado expands its collection to include jewelry and new ventures, our versatile design has adapted and enhanced the luxury brand’s online value.
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Calvin Klein
Challenge
Showcase multiple brands with distinctively different personalities under a single, unified design language. That was our challenge in building Calvin Klein’s long-awaited foray into the internet.
As a company dedicated to a clean, simple aesthetic, they needed a site that reflected the minimalism of the brand, while at the same time setting new precedents for fashion and shopping online.
As a company dedicated to a clean, simple aesthetic, they needed a site that reflected the minimalism of the brand, while setting a new precedent for fashion and shopping online.Solution
Our response was a versatile and potent portal of online shopping, branding and videos. Images and movement truly stand out from a natural design and clean backdrop. Collection feels distinct from Calvin Klein Jeans as each brand retains its own identity.
True to both createthe group and Calvin Klein, the site moves gracefully, avoiding the elaborate layouts and dead-ends found in most sites. Additionally, we developed calvinklein.tv: an archive of runway and campaign video channels that provide an endless depth of content.Results
We continue to fuel Calvin Klein’s success online through various projects, including the upcoming Calvin Klein Jeans, ck One and Secret Obsession Calvin Klein.
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T Magazine
Challenge
It’s a funny thing translating print to web. You’re faced with the complex task of taking a static medium and transforming it into something dynamic. The New York Times was looking to partner with an agency that could act as this interpreter: savvy enough to understand editorial, while adept at both design and technology.
They asked us to design and execute a unique and innovative online presence for their fashion and culture publication T Style Magazine—one that appropriately showcases the rich, complex aesthetic and provocative editorial of the magazine, while seamlessly integrating new advertising opportunities.Solution
We developed a visually-stunning site that captures the elegance and sophistication of the print magazine. T Magazine online elevates the user experience with rich media, web extras, and innovative features such as interactive content, and zoom and image galleries that allow for a closer look – all while maintaining high usability and function. The site allows for intuitive navigation with graceful horizontal scrolling as well as cross-article, video and sectional linking.
Additionally, the site is equipped with innovative advertising opportunities including rolling duvets, article banners, and space on The Moment: T’s up-to-the-minute fashion, design, food and travel blog.
We built the back-end framework for T using a customized version of our CTS / PUBLISH software. Articles and content can easily be updated and managed to accommodate every new issue.Results
T Magazine and The Moment continue to excite readers and luxury advertisers alike, drawing millions of unique hits each month.
T Magazine was also a 2008 Webby Award Honoree.Related Software
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CUSP
Challenge
In a crowded and competitive contemporary women’s fashion market, Neiman Marcus’ multibrand boutique CUSP needed an ecommerce site to set it apart. They had the right clothes and the perfect style, but lacked a site that reflected the vibrancy and freshness of the stores.
Solution
We welcomed this challenge by creating an online experience that fits the brand personality to a T. Anchored by the signature CUSP Shop by Looks carousel, the site is designed with fluid transitions, a flirty editorial voice, powerful merchandising tools and an up-to-the-minute blog: elements that unite to position CUSP as a key player in the contemporary market.
And what does it mean to be fashionable if you aren’t up to date? Our flexible CTS/PUBLISH software allows content editors and web merchandisers to easily add, edit and control all areas of the site, including promotions and seasonal trends, ensuring that CUSP never goes out of style.Results
Cusp.com has proven that Neiman Marcus continues to be retail leader to be reckoned with. Its launch exceeded all initial objectives. Since then, Cusp has continued to see growth, including new store openings and a widening of its loyal fan base.
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Krug
Challenge
Moët Hennessy’s Krug represents the finest in champagne. It is a world-class house that prides itself on the painstaking care and craft that goes into every bottle. From the demanding grape selection process to the aging cellars and final presentation, detail is what makes the bespoke Krug experience. But how can this art form be conveyed online?
Solution
After visiting the chateau in France (and many bottles later), we came back and created a simple translation of the legendary champagne itself. Crisp and sophisticated, the site showcases the rich craftsmanship and heritage of the House of Krug with fluid movement and transparent layers that emulate its effervescence. No detail was left untouched. Spectacular imagery takes stage, subtle nuances reveal themselves. It is a cohesive site that creates a refreshing appetite for discovery.
Results
Krug’s modern feel has withstood the test of time, remaining as relevant today as it was when it first launched.
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Tom Ford
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Bulgari
Challenge
To design a fragrance site is to translate the senses: unlocking the subtleties of scent and unraveling a rich, visual language as complex as its many layers.
Bvlgari asked us to develop a microsite and strategic marketing campaign for their Bvlgari Rose Essentielle fragrance collection with the goals of boosting awareness, establishing a solid email database and, ultimately, increasing online and in-store sales.
But how can something so intangible be successfully marketed online?Solution
We started by launching a microsite as delicate and modern as the fragrance itself. Full of soft movement, it invokes a sensuality and femininity unique to Bvlgari Rose Essentielle. It allows users to request a free sample, download wallpapers and send a rose to a friend—gentle and alluring reminders.
Then we got people talking.
We developed a strategic online media plan driven by advertising banners, segmented email blasts, paid search and key fragrance community message boards. To further increase our reach, we then enlisted influential opinion leaders and bloggers to review the fragrance online.Results
The campaign and microsite exceeded database and traffic goals, helping Bvlgari realize a dramatic uplift in sales. Because of its success, Bvlgari has since then chosen createthe group to redesign its brand site, set to launch in late 2009.
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Bottega Veneta
Challenge
As an Italian fashion house known for its signature intrecciato woven leather goods and understated luxury, Bottega Veneta wanted an engaging ecommerce destination that would communicate their innate sophistication and style. They sought a memorable ecommerce destination: one that is both functional in form without compromising BV’s distinctive tone.
Solution
We designed a contemporary site that celebrates Bottega Veneta’s craftsmanship while seamlessly integrating online shopping.
A clean layout and neutral colors epitomize the highly edited aesthetic of Tomas Maier, while runway videos, high impact imagery and a gentle editorial voice bring it to the forefront. The user is instantly transported to the glamorous world of Bottega Veneta, when your own initials are enough.
Thanks to our software, this experience is lasting. Each season, Bottega Veneta can update their site easily, ensuring the highest level of quality in every facet of the brand.Results
Bottega Veneta continues to be an industry leader and successful web model to aspire to.
Since the site’s ecommerce launch in late 2007, Bottega Veneta has seen a 25% increase in user traffic.Related Software
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Tory Burch
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ck one
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Calvin Klein Jeans
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Americana Manhasset
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Another Magazine
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Armani Casa
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Burberry the Beat
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Bulberry UK
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Armani Ginza
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Theory
Challenge
While undergoing rapid growth, Theory lost some of its ability to educate consumers the same way it was once used to. They saw the web as a crucial touch point for them to reconnect to their audience: a place to showcase their news, philanthropy, art and environmental initiatives, in addition to their chic and modern collections.
Solution
Without advertising assets or imagery, we crafted an innovative online presence and rediscovered the voice of Theory. The site feels organic with customizable homepage widgets, visual map locators, a virtual dressing room, smart blog and plenty of video. Users can peek into the office of CEO Andrew Rosen or learn fashion tips from Theory employees, all features that lend a personal, approachable touch to the brand. Powered by our CTS/PUBLISH software, the site is always alive with frequent updates on the new and exciting happenings of Theory.
Results
Theory is on target for even more wildfire growth as we prepare for numerous new projects, including multi-language support and opportunities for ecommerce.
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Balenciaga
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Stella McCartney Care
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Topman
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Frette
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Fendi
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One Jackson Square
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Topshop
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Julien Macdonald
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One Madison Park
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La Perla
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St. Regis
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10 Cane
