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Our Work

Shopify Plus e-commerce case studies. See how we've helped brands scale with Shopify Plus. Avex works with extraordinary brands in fashion, food & beverage, beauty and lifestyle. 

Explore case studies featuring innovative design, technology, and ecommerce transformation across multiple verticals.

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Platform Migration

Email Marketing

Branding & Creative

Fashion & Lifestyle 

Food & Beverage

Home Goods

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Since Cast’s commercial calendar involves an ongoing introduction of designer drops and collections, we started our project off by carrying out an intensive technical discovery from which we learned more about the brand’s aspirations for its e-commerce platform. Driven by the need for a scalable and customized digital platform, we embraced Shopify Plus as the optimal choice. We then proceeded to build a custom Shopify Plus theme and leverage the platform’s cloud-based architecture to seamlessly accommodate Cast’s integration needs and internationalization efforts while providing the necessary scalability for front-end customization and design.


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Out of the realization that experience is a new luxury, the team at Avex reimagined Hugo Boss’ customer experience to merge shopping stories, personalized touchpoints, and brand narratives. The aim was to forge a stronger emotional connection between the brand and its customers across diverse touchpoints – encompassing email marketing, social media, in-store activation, and strategic brand collaborations.

The Approach

Driven by a commitment to excellence and a deep understanding of luxury customers' emphasis on craft and experiences, Hugo Boss collaborated with Avex to envision a digital sphere that positions them as a leading curator of modern luxury.

Together, Hugo Boss and Avex embarked on a creative and technical partnership, harmonizing their respective expertise. Avex's strong grasp of digital strategy, design, and technology was delopyed to build a digital environment that goes beyond aesthetics alone. The strategy was created to make visitors feel like they're stepping into a world where they can see the craftsmanship of each product, understand the luxury details behind the brand, and become part of an impressive experience.


Background

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To boost the discovery experience and accentuate the brand’s capsule collections and collaborations, we set off to build an e-commerce storefront that transcends mere transactions. Throughout our development process, we sparked inspiration-based shopping by strategically incorporating various product touchpoints to captivate site visitors, including capsule collections highlights, hero products, shop the look, curated for you, editorial blog, #allintheshines user-generated content block, and inventory check across physical locations.  

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Since Katy Perry is such a huge star and hard worker, she always has many projects going on at once. Thanks to the flexibility and ingenuity of our project managers and eCommerce strategists, we were able to work with her team to maneuver around her busy schedule, efficiently get the designs approved, and stay on target for the launch date. 

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The Relationship

The brand’s primary demographic was shopping on mobile, so we took a mobile-first approach to design the user-experience. Lightning fast page speed. Built on the Shopify Plus platform.

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During the concept ideation phase of the Hugo x NBA collaboration, our creative team made it a priority to consistently represent the tone of voice and visual language of both brands in all forms of communication. This deliberate approach ensures strong audience resonance and upholds the unique identity of each brand.

Our aim was to showcase the collaboration’s unique creative personality and unwavering dedication to individual expression. These fundamental elements were pivotal in creating a brand experience that seamlessly integrated product and content. We designed a graphic-heavy visual language that incorporates striking textures, handpicked typography, and dynamic image compositions. 


Humanizing the Creative DNA

Over the course of our project, Avex nurtured a strong and collaborative bond with our client, underpinned by a deep-seated confidence in our e-commerce expertise. This trust was particularly pivotal, given our integral role in providing guidance and counsel throughout the implementation of their new DTC business model.

The transition to a self-service e-commerce model bore remarkable fruit, as evidenced by a significant upswing in revenue for the brand. Looking ahead, Good Counsel has chosen to continue their partnership with Avex, embracing our managed services for the purpose of ongoing storefront enhancements and conversion rate optimization. 


Ongoing Relationship

To further enable operational efficiency once the migration was finalized, the Avex team wanted to ensure that orders, fulfillments, and inventory levels are well synced across systems. To do so, we worked with the brand on contracting Celigo to customize their Netsuite connector to Shopify Plus. 

Connecting Netsuite ERP to Shopify

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Amidst a major rebranding initiative, preserving the essence of the brand identity can be a delicate task. To lay a solid foundation, Avex's team commenced the project with an extensive discovery phase; thoroughly examining the brand's existing strengths and weaknesses.

With digital serving as the primary link between the Vitality brand and its consumers, we strategically utilized the eCommerce experience as a guiding pillar for defining the framework. This approach aimed at strengthening the brand-consumer relationship and showcasing the brand's distinctive attributes.


Data-Backed Solution

To keep the user experience fun and fresh, we implemented hover animations in the menu and collection pages. The advanced mega menu displays both the cans and bottles for each product, and the collection pages show off the funky shapes and colors of the brand.

Intriguing Elements

Intricate business models call for comprehensive and robust technical strategies. We actively engaged in consultations and led a complete technological revitalization of Marchesa's eCommerce operations. Our strategy encompassed a seamless migration from WordPress to Shopify Plus, coupled with the development of a comprehensive roadmap to guide the brand's digital evolution.

The platform was chosen for its scalability, adaptability for customization, easy-to-manage backend, and the capability to provide a fully tailored checkout experience. 


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Since apéritif is not a common word in most households, we had to focus on providing a sufficient amount of information about the drinks while also creating an incentive to purchase. One way to achieve this was to create the “Botanical Glossary” page that lists ingredients from A to Z and links the products that use each ingredient.

Compelling & Descriptive Pages

In close collaboration with the Vitality team, we reimagined the brand’s eCommerce website’s user experience to create a fully optimized and high-performing storefront on the Shopify Plus platform. Together, we established a brand destination where customers can immerse themselves in value-reflective content and confidence-boosting apparel. Our approach aimed at integrating diverse community interactions into one cohesive brand experience. 


Vitality, the body-positive activewear brand, thrives on an inclusivity-driven brand mission.  Its continuous growth is fueled by a strong brand community, as evidenced by its remarkable and ever-growing social media following – all inspired by the brand mission: “To design inspired athleisure for everybody in their pursuit of purposeful existence.”

At a transitional point in its operation, Vitality, formerly known as Balance Athletica, engaged Avex for a long-term partnership focused on creating a new storefront and addressing a focal brand challenge – an outdated, hard-to-navigate, and inconsistent eCommerce presence that significantly hindered customer satisfaction and retention.


The Challenge

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Given the brand’s extended catalog and prolific content,  the quest for a comprehensive content deployment system became imperative. Avex's expertise facilitated the transformation of this challenge into an opportunity by engineering a comprehensive, robust system that streamlined content deployment on the Shopify Plus platform, ultimately enhancing the brand's digital presence and internal operations.


Optimizing Content Deployment 

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Tell us your business goals and we’ll see how we can create something amazing together.


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To help increase AOV, the mini-cart displays incentives to reach a minimum order value for free shipping.

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$134K 

CRO Results In the Past Quarter

Avex harnessed the brand's photography to craft captivating social media assets, incorporating dynamic motion graphics for both Instagram and Facebook platforms. Our creative process delved into innovative techniques such as unique cropping, figure silhouettes, and gradient overlays, resulting in visually captivating and engaging content.


Enhanced Photography Standards and Art Direction

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Avex collaborated closely with KITH's management and development team to extend comprehensive UX/UI support. Our methodology encompassed a meticulous audit, coupled with conversion rate optimization recommendations for their previous website.

The initial phase of engagement encompassed a fundamental rejuvenation and refinement of the website, focusing on updates to enhance its overall appeal. Following this initial facelift, KITH expressed a desire for a complete overhaul in design. In response, Avex stepped in to offer extended support, embarking on a journey to redefine the visual aesthetics and user experience of the Shopify Plus storefront.


The Solution

Founded in 2011, KITH stands as a prominent force in the streetwear space, solidifying a significant presence and influence in today's market. Not merely confined to a single demographic, KITH operates as a multifunctional lifestyle brand catering to men, women, and children. It goes beyond just fashion, encapsulating a progressive retail venture.

Throughout its journey, KITH has undergone substantial expansion, with Shopify Plus serving as a pivotal platform in this trajectory. Amidst this period of growth, the expertise of Avex was sought to conduct a comprehensive e-commerce audit and formulate a strategic eCommerce roadmap. This groundwork paved the way for Avex to subsequently address KITH's user-experience design requisites, spanning across both their e-commerce web portal and their dedicated iOS mobile application.


THE ASK

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Working with the brand’s distinctive palette of subtle colors, designs and textures, our UX/CX designers pulled inspiration from Brandon Blackwood’s coveted style with lightweight typography and subtle design elements that elevate the look and feel of the website and draw attention to the products and touchpoints that matter the most - new releases, shipping & return, FAQ, product care and “Bag Thoughts”. 

UX/CX Design Inspired by the Product

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In a bid to further optimize the conversion rate, Avex's development team incorporated a countdown feature into Vitality's Shopify Plus website. This strategic integration taps into the effectiveness of creating urgency, and a sense of anticipation for the brand's newest collections. The "Coming Soon" page goes live an hour prior to the product launch, displaying a countdown timer and fields where users can input their contact information – ensuring timely notifications for eager users as soon as the collection becomes available.

Supporting Product Drops

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Luxury consumers expect content that vividly portrays the product's fluidity, impeccable fit, and inherent elegance. To ensure this was consistently delineated across Hugo Boss’ email marketing efforts, we leveraged Responsys’s modular design system – allowing us to repurpose different content modules intermittently. 

The campaigns were also thoroughly tested on mobile devices to ensure optimal delivery and viewing. 


Fluidity in Design

Once we completed the discovery phase for Vitality, Avex unfolded a multi-phased, long-term partnership with the brand that extends to post-launch support. Having created a digital home base that communicates Vitality’s brand values, we strove to work with Vitality’s internal team, as well as Dynamic Yield, to continuously create personalized and engaging touchpoints that supplement the community-centered brand experience. 

> “During times when acquiring customers is expensive and getting them to spend their money is becoming even more challenging, being able to trust a partner to help ensure our brand is increasing conversion rate and AOV while being supported by data has been an incredible opportunity that allowed Vitality to grow revenue and scale the business. We are looking to our continued partnership with Avex and Dynamic Yield moving forward.”  
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> Jon Bausman, Director of Marketing at Vitality


Avex - Vitality Relationship 

Within Good Counsel’s DTC storefront on Shopify Plus, we housed a brand hub meant to educate customers on the brand vision, innovations and most importantly memberships which continued to be an integral element of how the brand caters to its customers. 

By leveraging Invetrate memberships, we effectively tapped into the ideal solution we were seeking: a membership structure with a fee-based model allowing cancellations at any time, complemented by the flexibility to define and modify perks as needed. Our strategy entailed comprehensive planning, involving the mapping of user journeys for each specific profile. This approach guaranteed the seamless integration of membership upsell opportunities on the website’s homepage, PDPs, banners and email marketing.


Upgraded Memberships Program

Our Work

Explore case studies featuring innovative design, technology, and ecommerce transformation across multiple verticals.

Kith

Kit and Ace

Hugo Boss

Vitality

O'Neill

Cast Jewelry

Marchesa

Brandon Blackwood

Simmons Bedding

De Soi

Good Counsel

Let's discuss your ecommerce goals