Fashion
The paradox of choice, with little in the way of differentiation between products or brands, can leave the buyer undecided–leading to procrastination or ill-informed purchases that lead to high return rates, negative reviews, low ratings, and ultimately poor loyalty and advocacy. BORN brings a fresh and proven approach to this paradigm, with a unique blend of exceptional creative and compelling lifestyle-driven storytelling, delivered across a frictionless award-winning eCommerce experience.
Related Services
Customer Experience (Cx)
Brand Experience (Bx)
Data Science & Experience
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Luxury
Services
Content and Creative
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.Challenge
Multiple Natori brands with varying price points had to live together on the new site, which posed a challenge as to how we would approach the Information Architecture on the site.
An Immersive Shopping Experience
We took a modular approach to the design, allowing Natori to easily move around modules as needed on the back end. We ensured that the redesign gave Natori the opportunity to showcase their beautiful imagery and video throughout the site.Mobile-first
We updated the site to be completely mobile-first, allowing their users, many of which shop on a mobile device, to easily shop while on-the-go.
Editorial Moments
Storytelling was crucial to weave in throughout the site, so modules were created to allow Natori to tell users about the background of various collections and products.
An Improved Shopping Experience
PLP filtering was improved, creating a more seamless experience so users could easily find the item they were looking for. ‘Shop the look’ functionality was also enabled on the site so users could easily recreate the outfits featured.
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Services
Commerce Enablement
Content and Creative
Customer Experience (Cx)
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.The Challenge
We needed to bring the same feeling of in-person shopping online, ensuring the user was able to explore the beautiful and intricate pieces without physically touching them. This required an immersive, content-heavy site with rich product detail.
A Focus on Editorial Content
Stories of the craftsmanship behind each piece were included throughout the site to better educate both new and returning users on their products.
Improved Product Filtering
We ensured the user’s journey was seamless across all devices and created an intuitive filtering system so they were always met with their product.
Storytelling
The site was designed to provide Tanishq with flexible media-rich modules for storytelling and editorial content.
Enhancing Product Detail Pages
Products were brought to life with a new, redesigned PDP, including crisp imagery with detailed descriptions to ensure users would feel comfortable buying online.
An Immersive Shopping Experience
We took a modular approach to the design, allowing Natori to easily move around modules as needed on the back end. We ensured that the redesign gave Natori the opportunity to showcase their beautiful imagery and video throughout the site.
Mobile-first
We updated the site to be completely mobile-first, allowing their users, many of which shop on a mobile device, to easily shop while on-the-go.
Editorial Moments
Storytelling was crucial to weave in throughout the site, so modules were created to allow Natori to tell users about the background of various collections and products.
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Retail & Consumer Products
Services
Brand Experience (Bx)
Commerce Enablement
Customer Experience (Cx)
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.The Challenge
We needed to bring the same feeling of in-person shopping online, ensuring the user was able to explore the beautiful and intricate pieces without physically touching them. This required an immersive, content-heavy site with rich product detail.
A Focus on Editorial Content
Stories of the craftsmanship behind each piece were included throughout the site to better educate both new and returning users on their products.
Improved Product Filtering
We ensured the user’s journey was seamless across all devices and created an intuitive filtering system so they were always met with their product.
Enhancing Product Detail Pages
Products were brought to life with a new, redesigned PDP, including crisp imagery with detailed descriptions to ensure users would feel comfortable buying online.
An Immersive Shopping Experience
We took a modular approach to the design, allowing Natori to easily move around modules as needed on the back end. We ensured that the redesign gave Natori the opportunity to showcase their beautiful imagery and video throughout the site.
Mobile-first
We updated the site to be completely mobile-first, allowing their users, many of which shop on a mobile device, to easily shop while on-the-go.
Editorial Moments
Storytelling was crucial to weave in throughout the site, so modules were created to allow Natori to tell users about the background of various collections and products.
Fastrack
Effortlessly Cool. Always Irreverent.
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Services
Commerce Enablement
Customer Experience (Cx)
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.Staying True to the Brand
We completely revamped the visual experience on site, making it feel more updated and true to the CPS CHAPS brand, whose mission is to empower the spirit that makes their customers unique.
The Challenge
The previous site experience lacked mobile-friendliness, so it was imperative for us to take a mobile-first approach to the redesign. UI & UX were not consistent across all pages, leading to low site traffic.
Improved Product Filtering
We ensured the user’s journey was seamless across all devices and created an intuitive filtering system so they were always met with their product.
An Immersive Shopping Experience
We took a modular approach to the design, allowing Natori to easily move around modules as needed on the back end. We ensured that the redesign gave Natori the opportunity to showcase their beautiful imagery and video throughout the site.
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Services
Commerce Enablement
Customer Experience (Cx)
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.The Challenge
We needed to bring the same feeling of in-person shopping online, ensuring the user was able to explore the beautiful and intricate pieces without physically touching them. This required an immersive, content-heavy site with rich product detail.
Improved Product Filtering
We ensured the user’s journey was seamless across all devices and created an intuitive filtering system so they were always met with their product.
Enhancing Product Detail Pages
Products were brought to life with a new, redesigned PDP, including crisp imagery with detailed descriptions to ensure users would feel comfortable buying online.
Mobile-first
We updated the site to be completely mobile-first, allowing their users, many of which shop on a mobile device, to easily shop while on-the-go.
Editorial Moments
Storytelling was crucial to weave in throughout the site, so modules were created to allow Natori to tell users about the background of various collections and products.
Client
Natori
Project
Natori Redesign
Industry
B2C
Fashion
Services
Brand Experience (Bx)
Innovation
Research
Strategy and Consulting
Background
The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.Brief
Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.Goals
Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.
