Marchesa
Taking a global fashion house direct-to-consumer for the first time, using Shopify Plus.
SERVICES
- E-commerce Strategy
- Operations Consulting
- UI/UX Design
- Shopify Plus Development
- Re-platforming
The Background
Based in the vibrant landscape of NYC, Marchesa reigns as a true luxury fashion powerhouse, celebrated for its exquisite gowns worn by celebrities like Scarlett Johansson, Jennifer Lopez, and Penélope Cruz. Since its inception, the brand has consistently offered the epitome of industry craftsmanship, established a remarkable standard of service, and sparked inspiration among a global clientele. However, as the perception of luxury continues to redefine itself, the brand's needs will have to continually evolve in response.
The brand had strategically established its digital presence using WordPress to cater to the growing expectations of consumers, but a critical component was notably absent – an integrated e-commerce dimension capable of handling transactional activities. This led the brand to depend on external links to retailers such as FarFetch for managing sales.
TECH PARTNERS
- Shopify Plus
- Klarna
- Klaviyo
- Privy
The Approach
Considering the fundamentals of modern luxury, we undertook the challenge of establishing an innovative eCommerce presence on Shopify Plus tailored to meet the expectations and ambitions of consumers.
Today, experience has risen to the forefront as the ultimate luxury. Hence, we worked closely with Marchesa's CEO and e-commerce managers to delineate and envision Marchesa’s new DTC experience – one that converges shopping, narrative, service, and personalization, all intertwining to embody the brand’s elegance and distinctive personality.
Migration to Shopify Plus
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.
Maintaining a Consistent Identity
First impressions are crucial for extending browsing sessions. With this in mind, and in parallel with our technical exploration, our creative process revolved around rapid prototyping, utilizing tools like InVision and Sketch. We embarked on a journey to move Marchesa beyond its familiar boundaries and into a more modern, elegant industry positioning. By eliminating all but the essentials, we unveiled a contemporary user experience—one that radiates immediate brand recognition while maintaining a purposeful approach in every interaction.
The Result
Marchesa's migration to Shopify Plus was executed flawlessly with zero downtime. Within the first four months post launching the new DTC storefront, the brand saw a remarkable threefold increase in conversions.
Enriching Product Discovery Experience
Emotions hold a commanding sway over luxury purchases. Our conceptual approach for Marchesa's new DTC strategy is meticulously aligned with this understanding. We seamlessly intertwine immersive brand moments with elegant product displays, kindling inspiration among users and nurturing desire. The product pages are designed to provide a streamlined and sophisticated user experience, detailed product visuals, and the added convenience of Klarna financing.
Personalized Product Recommendations
Luxury is intrinsically linked with personalization and service. Frequently, the user journey holds as much significance as the destination. This fundamental notion guided the complementary facet of our eCommerce vision - product recommendations. Consequently, we strategically placed a “You might also Like” section in an organic, unobstructed manner on the PDP, enabling visitors to delve into additional options before making a definitive choice.
Bridal Appointments
Enhancing the bridal experience, we harnessed the capabilities of the Shopify Plus platform to curate lookbook-style collections that resonate with the essence of each unique design. Through this visual storytelling approach, we aimed to transport brides-to-be into a world where their dreams could take shape.
To seamlessly facilitate this journey, we strategically integrated prominent call-to-action elements that empower users to take the next step—scheduling appointments. By embedding these intuitive prompts within the presentation of our lookbook collections, we aimed to bridge the gap between inspiration and action, fostering a fluid transition from admiration to engagement.
