Leaning into fit and style to guide shopping pathways
A key focus was helping shoppers understand DUER styles and fits as a means to guide their shopping journey. The navigation structure was revamped, a collection page hero framework was created, and dedicated style/fit pages for men and women were designed with a consistent approach in mind.
Making the complex, simple and gorgeous
We created a visually rich PDP, based on e-commerce best practices, to show and tell the product story, including how they fit and feel. At the same time the PDP gives a pathway for shoppers to explore different fits (Slim, Relaxed, Straight) of the same style. For those still on the fence, there’s a “Fit in Store” CTA to help bridge the digital and physical store experience.