The new face of Oscar brings luxury shopping experience to life online and has established itself as the primary revenue source for the iconic retailer.Oscar de la Renta, one of the world’s most iconic fashion houses, has captured the essence of femininity through ready-to-wear apparel since 1965. Renowned among socialites, celebrities, and fashion-forward women around the world, the label has grown exponentially but remained steadfast to timeless, luxurious designs. Faced with the need to future-proof their ecommerce channel and reflect the iconic luxury of the brand through digital channels, Oscar de la Renta partnered with us to conceptualize and build a luxe, responsive website that pushed the limits of the underlying ecommerce platform.
Our approach was influenced by the need to launch the new site prior to the holiday season and before the brand’s legacy ecommerce platform was sunset. We accomplished this by compressing the project timeline and taking an iterative, agile approach to discovery, design, and development.
A primary challenge was to maintain a luxurious, feminine site experience while streamlining the purchase path into a smooth and intuitive process. We applied lessons learned from previous luxury ecommerce projects and the specific user personas we developed around Oscar’s core custome
Understanding purchasing patterns and the tendency of luxury shoppers to buy a single high-ticket item at a time, we made shopping categories easy to navigate, removed pagination by implementing lazy load functionality to present all like products within a single page, and expedited the checkout process into a condensed series of simple steps.
We crafted a visual system that focused on mobile-first design, and research-proven navigation all with the goal of elevating the brand’s digital presence.
We’re dealing with sophisticated customers. What’s most important to these women is individuality. I have to create things she’ll want to wear, no matter who she is.
– Oscar de la Renta
The overall design direction incorporated edge-to-edge imagery on select pages, and a non-traditional left-hand navigation, which collapses on tablets and mobile devices.
Knowing that cart abandonment is particularly high for luxury shoppers, we expedited the checkout process and condensed it into simple steps within one page.
Oscar de la Renta and the fashion label he built are inextricably intertwined, it was important to showcase The World of Oscar in an immersive, interactive timeline format that presented the compelling story simply and elegantly.