Going digital to attract new customers
For the Courrèges house, clothing is not designed for an existing clientele, but made to create a new one. Yolanda Zobel, the new creator of the Courrèges house, wanted to assert this positioning and give the brand new significance in an increasingly dense luxury industry. She wanted to create a digital platform that was out of the ordinary and that would reach a young, independent and sophisticated clientele.
In order to realise the vision of its new creator, the Courrèges house needed a wide variety of skills. Emakina's multidisciplinary skills, capable of leading projects integrating UX design, UI and development met the client's expectations. In addition, the use of the agile methodology allowed the project to be completed in only four months, in order to meet the client's time constraints.
The Courrèges house needed a platform to express its vision freely and without barriers. Thanks to the new Page Builder software version of Magento that we obtained exclusively, the client is free to modify the structure of his site to his liking. It allows Emakina to prefabricate and make available fields intended to host texts, photos or videos that the client can freely modify and move around on site pages. If Courreges wants to showcase a new collection, for example, it can administer pages itself with full editorial control and autonomy.
The work done on this new platform allows for a fluid and immersive consumer experience. It is also a place of expression for the new designer, which allows her to establish a new brand identity. During Fashion Week, runway videos were shown on full screen on the homepage, proving that the brand doesn't shy away from breaking the rules.
All of this contributes to a pixel-perfect result that shows that the brand is renewing itself while remaining at the top of the luxury market - reflected in the Courrèges house's climbing sales results.