An Elevated Family Affair
CX Strategy and Design
The Faherty family story is ingrained in the brand. Growing up on the Jersey Shore in Manasquan, brothers Alex and Mike had a clear perspective on what kind of clothes they were interested in: the clothes they’d want to wear. Clothes that were sustainable, relaxed and casual but with a great fit, made from the best fabrics. Faherty makes clothes for the wonderful moments in life: family barbeques, an afternoon on the boardwalk, a bonfire with friends and family. As Faherty grew as a brand, they needed a partner to help shepherd and shape that growth—they chose Corra for our expertise and proven track record of success.
Together, Corra &
Bringing the In-Store Experience Online
Faherty is a brand with a point of view, and a particular style. Corra had to synthesize what Faherty does into a technologically capable and exciting ecommerce storefront with multimodal content like videos, photos, and slideshows that tell their story in an engaging way. Faherty is unique and elegant, each fabric is hand-selected by the creative director. They needed their website and ecommerce experience to match that level of expertise and refinement.
The website’s functionality was a key in maintaining the brand's elegance: the utility of the site had to match the quality of the products. Corra needed to build a site that replicated as closely as possible the specific experience of shopping in a Faherty store while upgrading the technical capacities of the site to modern standards.
A Lookbook for All Seasons
An important part of the Faherty project was maintaining the singular in-store brand experience of their retail spaces, and porting that experience online. What Corra implemented was an online lookbook of Faherty’s products. Typically, lookbook collections are featured on separate pages from the actual shopping experience. Corra integrated the two so Faherty’s website is an interactive shopping lookbook complete with lifestyle photography and video. Moving through the website isn’t a still life of the Faherty lifestyle, it is a living and breathing interactive ecommerce store where customers not only see what the brand looks like, but they can interact with it through chosen pieces of media.
A Findable Product is a Purchasable Product
One of the keys to making the Faherty site technologically up-to-date was to make sure that the site’s data structure was as efficient as possible. We started by cleaning up Faherty’s tags and product types to resolve issues that were impacting findability. Then, we implemented a robust, app-based solution so customers can now select multiple options (color, price, etc) and enjoy a consistent filtering experience. To streamline internal operations for Faherty’s team, we standardized and consolidated the workflow to manage filters in a single location within the admin dashboard.
Seeing is Believing
Corra delivered extensive customizations to Faherty’s Shopify Plus theme in order to incorporate video assets. Our engineers implemented customizations on the CMS page templates to allow for sectioning and video on content pages. For example, the About Us page now contains a vlog of the brand’s story that allows their customers to get to know the founders and the story behind the products. Corra enabled Faherty to easily add or swap out video themselves if they choose to in the future.
Corra’s cross-disciplinary teams worked collaboratively to deliver a completed redesign in record timing. The site tells the Faherty story in a cutting edge and modern way with a fully functioning and fast ecommerce storefront. Corra’s redesign not only met the aesthetic goals of the project—a website that models and expands on the in-store experience—but also met the technological goals of Faherty. The site allows customers to find products and purchase them easily while welcoming potential consumers into the Faherty family. Corra brought a timeless brand into the future with modern technology and clever design choices.