PROJECT SCOPE —
Art Direction, UX/UI, Site Redesign
Overview
Redesign of LANVIN’s eCommerce experience to immerse viewers into the world of the high fashion house.
Designed at — BVA (acquired by Accenture Song)
Role — UX/UI Designer
Site Launch — November 2022
Challenge
LANVIN is a French multinational high fashion house, founded in 1889. LANVIN is rooted in brand heritage and refined craftsmanship.
Fosun International, the parent company of LANVIN, presented our agency with a unique challenge to migrate two of their largest brands, Sergio Rossi and LANVIN, over to the Shopify platform. Both sites were to be built from the same code repository and Shopify theme, while delivering distinctly different aesthetics and experiences. We were also tasked with redesigning and elevating both sites to reflect the luxurious nature of the Fosun International brands.
Visual Design
Since we were tasked with simultaneously building two Fosun International brand eCommerce sites from the same code repository and Shopify theme, our team had to develop creative solutions to repurpose the same base layout and features while delivering two distinctly different aesthetics.
Our design team refreshed the LANVIN eCommerce experience by creating clean, minimal layouts that accommodate the brand’s diverse array of campaigns and projects. We utilized scaled down typography and ample white space to emphasize LANVIN’s enlarged photo assets.
Team
Project Manager — Wilner Midouin Jr., Gabriela Nunez
Product Owner — Kelly Lender
Design — Sierra Seifert, Tiffany Newman
Development — Rob Thiessen, Gilberto Velez, Kevin Dicke
Studio — Sue Tran, Vero Romero, Kaya Morris
QA — Rhea Yanga, Erica Jones, Alison Cunningham
UI Kit
We paired our minimal, clean layouts with scaled down typography and subtly gave a nod to LANVIN’s art deco roots through iconography and delicate linework. The site is mostly designed in black & white, with hints of LANVIN’s brand color grey to differentiate components.
Microinteractions
To add an element of movement while maintaining a clean, minimal look, we incorporated a moving line that stretches across the secondary call-to-action button.
Navigation
While designing the navigation, we utilized UX best practices to focus on conversion and a streamlined shopping experience.
Product Filters
Our product filter recommendations for clothing collection pages include filtering by category, color, and size. These categories were determined by analyzing the product attributes and examining a user-centered approach to navigating collections.
Results
Through our partnership with Fosun International, we empowered the Sergio Rossi and LANVIN brands to deepen customer lifetime value and optimize online revenue through eCommerce strategy, user-centered design, and website development. As a result of this successful site migration and redesign, we're proving to the Direct-to-Consumer digital world that Shopify can successfully host luxury brands.
NEXT CASE STUDY —
Enhancement of Spanx’s eCommerce presence through user experience feature rollouts paired with elevated visual design solutions.
