A D2C Ecommerce Debut for an Iconic Brand

DEFINING THE DIGITAL STYLE GUIDE

Corra kicked off the design project by gaining an in-depth understanding of Anne Klein’s demographics, user personas (their goals, needs, pain points, shopping habits, etc.), brand positioning, and objectives for the new site. Insights were gathered through design workshops where we were able to fully immerse ourselves in the Anne Klein brand and company background.

Anne Klein had an existing brand guideline that was developed with in-store experiences in mind. This served as a starting point that Corra then translated into a digital framework to define button styles, badges, font choices, and colors.

EDUCATING THE CONSUMER THROUGH CURATED MERCHANDISING

Our strategy for Anne Klein took storytelling and product education into account. We wanted to tell the story of the brand’s rich history that spanned generations and educate the consumer on how to style the clothing by showcasing entire outfits not just singular pieces. Anne Klein is known for ‘separates’ dating back to the 1950s—mix-and-match blazers, skirts, and dresses that make the brand synonymous with interchangeability and versatility.

Rather than laying out all of the blazers together on a PLP (Product Listing Page), Anne Klein wanted the ability to position a blazer next to a complimentary skirt to show pieces that go together side by side, thus offering an opportunity for cross-selling.

Natively, Shopify allows for merchandising at the product level only. To empower the Anne Klein’s team with more control over how the items were displayed, Corra performed a customization to address the limitation, allowing them to curate different product variants on the PLP in a considered way by simply dragging and dropping them.

DESIGNING EMAIL MARKETING TEMPLATES

Corra recommended Klaviyo, a solution providing advanced email marketing capabilities, and we designed on-brand email templates for Anne Klein’s team to leverage for various campaigns. These include templates for best sellers, sale, innovative product lines such as  ‘Considered’, and welcome emails. Now, Anne Klein’s marketing team can drag-and-drop reusable content blocks and easily customize them  without the need for specialized resources, allowing their small team to scale their productivity.

INTRODUCING THE BRAND TO A YOUNGER AUDIENCE

Anne Klein’s existing audience is primarily in their 50s—although their digital consumer tends to be younger. Corra designed the new site to appeal to a younger audience, without alienating their existing mature customer base.

JESSE’S CLOSET

One important component in our go-to-market strategy was the customized CMS page we designed called ‘Jesse’s Closet’, which introduces consumers to Anne Klein’s granddaughter, Jesse. Jesse’s recommendations were key to broadening their audience to a younger demographic. The custom ‘Get the Look’ section allows shoppers to view each piece of an outfit from the sunglasses to the pumps, and add them directly to their cart without leaving the page.