Fashion

Lifestyle-driven storytelling and commerce experiences.
Connecting commerce, content and creative to create exceptional brand experiences.

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.

Creative

Creativity is far more than beautiful visual content; it is a science. It needs to drive excitement to build brand awareness, customer loyalty, and ultimately advocacy. 

BORN’s creative teams work tirelessly to understand a client’s brand values and ethos in order to create the ultimate empirical “lifestyle” shopping experience, with careful consideration given to color palettes, typography, and layouts to resonate with the target audience. 

Creative

Content

The way that content is being consumed continues to evolve at an unprecedented rate, with buyers demanding highly personalized, content-rich experiences 24/7 across all channels. Retailers and brands continue to struggle with the delivery of relevant, personalized messaging at scale, velocity, and quality.

BORN provides comprehensive services to solve these challenges–encompassing high-end catwalk video, lookbook photography, virtual changing room experiences, editorial copywriting, and engaging digital marketing campaigns.

Content

Commerce

A transactional website, mobile shopping experience, social interaction, or digital marketing engagement will be highly ineffective unless the overall experience is orchestrated correctly. Bringing creative, content, and commerce seamlessly together is a key differentiator for BORN.

Solving age-old challenges such as “try before you buy” can now be considered through new technologies such as Augmented Reality (AR) and Virtual Reality (VR) to showcase products in a new virtual shopping world. We also leverage voice search and chatbots to help to improve customer communication.

eCommerce

Related Services

Customer Experience (Cx)

Stand out in the modern marketplace with purpose-driven customer experience.
Customer Experience (CX)

Brand Experience (Bx)

Through best-in-class people, technology and collaboration, we define and deliver the experiences that keep customers coming back for more.
Brand Experience (Bx)

Data Science & Experience

Instill data-driven intelligence across the organization to accelerate performance.
Data Science & Experience (Dx)
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.

Solution

BORN provides Condé Nast with a 24/7 production model, coupled with CITO, its bespoke collaborative publishing solution. This combination enables Condé Nast the flexibility it needs to coordinate creative input from various sources to produce the final content. CITO enables real-time review, annotation, and approval by all key stakeholders.

Outcome

The final output from BORN encompassed print, digital, and online editions. BORN provides ongoing, high-quality color retouching, design, and page make-up services. These are all channeled through its proprietary flat-plan production solution, CITO.

Long-Term Value

BORN’s long-standing relationship with Condé Nast made us the perfect, go-to agency of record for all Condé Nast premium publications.