"The Gorilla team helped us align our brand aesthetic online and we're thrilled with the results we've seen since launch. The new online presence has allowed us to increase exposure to our growing customer base as well as existing brand enthusiasts."

Federico Pagnetti, Chief Operating Officer, Citizens of Humanity

Challenge

Established in 2003, Citizens of Humanity is known for being one of the first to bring luxury designer denim to the global marketplace, with a focus on unparalleled fit, styling, and comfort. The company produces more than 1 million pairs of jeans annually and its products are distributed in luxury department stores and high-end specialty boutiques in more than 35 countries.

Over the past decade, Citizens of Humanity has adjusted styles and updated distribution channels while maintaining a commitment to overall brand positioning and aesthetic. Seeking to sustain growth and remain at the forefront of a highly competitive product category, Citizens of Humanity engaged with us to drive direct-to-consumer brand recognition and sales by balancing their high-quality editorial content and fashion-forward ethos within a scalable ecommerce solution. Primary goals for the project included increasing operational efficiencies, enabling mobile engagement, and effectively blending content and commerce through coordination with their print catalog and brand enthusiasts.

Approach

Working within their established design aesthetic, we created a high-touch and engaging user experience and design on the Magento Enterprise platform to function seamlessly regardless of device. In order to differentiate site pages and increase engagement, we designed promotional features for product subcategory pages. Site content interactivity was boosted by making articles and brand ambassador profiles shoppable and by building a custom Lookbook landing page. Seamlessly integrating content with commerce, the “Editor’s Picks” section, ties in the premier Humanity magazine with the product content experience. With this integration, the brand’s enthusiasts - including Anthony Kiedis, Courtney Love, Christy Turlington, Iman, Yoko Ono and many more – drive user engagement and provide additional avenues of brand discovery.

To round out the solution, we implemented WordPress for article management and improved social content integration with the Curalate platform. We used dotmailer as the marketing platform to enable ongoing customer outreach, integrated their AS400 ERP system with Magento Enterprise, and added Braintree as the payment gateway.

Outcome

The new site acts as an extension and enhancement to the well-established Citizens of Humanity brand. Post-launch, our Managed Services team continues to ensure lifecycle support for ongoing scalability and growth. In addition to their flagship site, the company’s other brands, AGoldE, Getting Back to Square One, Fabric Brand and Goldsign, are on the roadmap to deploy later in 2016, as they leverage efficiencies in people, processes, and technologies to drive direct-to-consumer brand awareness.

Sustained Success

After a site launches, our job isn’t done. Through our strategy team, we continue to find new ways to iterate on the user experience and drive new traffic to the site, improving the sustained ROI for our clients' ecommerce channels along the way. For Citizens of Humanity, we initially focused on driving new eyes to the site and re-establishing a foothold for the brand on the web. In addition to conducting post-launch SEO analysis and providing content strategy recommendations, we built out PPC campaigns and a Google Shopping feed in order to give Citizens top billing among fellow distributors and a place at the table among competitors.