Introduction
Dutch luxury fashion icons Viktor&Rolf have been pushing creative boundaries in the industry for over three decades. Since showcasing at Paris Fashion Week in 1998, their bold, distinctive style of Haute Couture has been recognised and respected worldwide. Now, they’re looking for a new challenge: expanding into the e-commerce landscape with their ready-to-wear (RTW) line, sunglasses and fragrances.
Challenge
Viktor&Rolf's existing webshop, built on Shopify, functioned primarily as a digital lookbook. While visually appealing, it presented a limited user experience (UX). The website was divided into two separate management systems (CMS) – a headless setup that made it difficult for visitors to actually shop online. The brand wanted to create a more cohesive and effective customer experience - allowing them to browse and shop - so a new webshop was needed to fully showcase the brand’s offerings: Couture, Ready-to-Wear, Sunglasses and Fragrances.
Solution
We completely redesigned and developed the new Viktor&Rolf website on Shopify. We incorporated all the necessary functionalities to make the collection accessible and shopable by customers while maintaining the luxury feel of the brand.
Since the client is a high-end brand, the luxury look and feel was key to its online presence. This was communicated through clean and modern aesthetics while still ensuring their audacious spirit could be felt throughout. One concept that we incorporated was to split the website into two worlds. For e-commerce, we used light backgrounds and features, whereas for the brand content we went for a darker look and feel. This visual contrast is a nuanced detail that continues through-out the whole website.
We opted for large images, animations, and interactive elements to showcase the collections. This type of storytelling content engages and captivates audiences, as they feel more drawn into a story and experience, rather than solely focusing on product and sales.
Continuing their journey on Shopify, the new webshop consolidates storytelling and e-commerce into a single, responsive journey, streamlining operations and enhancing user experience for customers worldwide. This lays the groundwork for future global expansion and gives Viktor&Rolf the tools they need for their desired growth in the market.
Results
Viktor&Rolf now has an elevated and user-friendly e-commerce platform ready to propel their RTW line to new heights. The new webshop is:
- Effortless to Use: Easy navigation and a focus on mobile browsing create a frictionless shopping journey.
- A Luxurious Brand Extension: The website seamlessly reflects Viktor&Rolf's unique design identity, solidifying brand recognition for their fashion collections.
- Optimised for E-commerce: A focus on product discovery and conversion increases brand loyalty and drives sales growth.
This powerful foundation positions Viktor&Rolf for a successful global expansion of their RTW line, solidifying their presence in the fashion world beyond their iconic Haute Couture collections.