As lead designer on this project I worked with my teammates at BVACCEL to essentially complete an interative redesign.
Zachary Prell is a luxury men’s apparel and accessories brand. Though wildly successful in wholesale at retail locations like Nordstrom, online performance was lacking. Our team was challenged with a tight budget and determined the best path to quick ROI was to communicate the luxury quality of products and materials iteratively, with small touches at a time rather than a complete redesign.
We did this by adding a fun, interactive shirt “tech specs section”, adding more callouts and iconography around materials and product design, and by elevating the overall design aesthetic to feel more editorial and expensive.
We wrapped this redesign with a spankin’ new navigation that allowed more product discovery via the category hover states. I felt this was an important piece of product education because so many styles were named with room for the interpretation. The image previews allow the user to begin filtering their selection before they’ve even arrived at a shop-able page.