Sustainable Fashion Elevated: The New Kowtow Clothing eCommerce Experience
The journey with Kowtow Clothing was more than a website refresh; it was an eye-opening deep-dive of fashion sustainability, innovation and creativity.
Background
WeAreDigital’s design team embarked on a mission to translate the retail store’s essence of “beautiful minimalist perfection” into the digital realm. Drawing inspiration from Kowtow’s design philosophy of minimalism and effortless elegance, I collaborate with the team of a strategist, 2 designers, a delivery director and a consultant. We worked closely with the technical team and Kowtow's brand team to create a completely custom online experience.
Research methods
To kickstart the project, as the UX/UI Designer of the WeAreDigital team I collaborated with the strategists, the client's creative and content team through weekly workshops. The objective was to:
Established a website creative direction that aligns with the brand language and ethos
Strategised the approach to content blocks that encompasses communication of Circulairty ethos (Sustainability), Loyalty program, measurements and quarterly marketing campaign.
Support the launch of Australia(Melbourne) physical store as part of the expansions
Design Process
I defined the project scope and solutions by leading a client workshop at Kowtow Clothing’s headquarters in Auckland, NZ. I conducted a competitive analysis focusing on key industry topics like sustainability, repair, and measurements. The deliverables included mood boards, concepts, wireframes, information architecture, sitemaps, design roll-outs, and prototypes.
Seamless Circularity: Kowtow Clothing eCommerce Relaunch on Shopify 2.0
WeAreDigital relaunched the site on Shopify 2.0 with upgraded design and architecture, featuring flexible templated pages that allow the client to effectively communicate their brand's sustainability ethos and key messages "Circularity". The relaunch ensured consistent branding and a seamless customer experience from the home page to checkout.
