Social and Influencer > Web Platforms

SUNGLASS HUT ONLINE REBRAND

CRITICAL MASS, New York / LUXOTTICA / 2015

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Overview

Credits

OVERVIEW

Execution

Using insight gathered from our target audience, we started by designing the mobile experience, then moved on to the desktop strategy. For both experiences we segmented the proposed functionality and design into digestible batches, and partnered closely with the Luxottica Technology vendor, Rosetta, to ensure all proposed changes were possible within the technical environment. After we completed the core batches we did usability testing, hosting separate sessions for both mobile and desktop. These usability sessions allowed us to get insight into how our new experience would be received by Fashion Forward Females.

Outcome

The new Sunglass Hut digital experience launched in 13 countries, in six languages. Global results revealed a 30% increase in visits from 2014, and a 46% increase in net sales. The North America mobile site saw an 18% conversion lift, a 128% revenue lift, and a 40% lift in revenue per visitor. The North America desktop site also saw a 17% increase in revenue per visitor.

Strategy

Sunglass Hut had a clear goal to position their brand as the fashion authority by fortifying the link between the worlds of eyewear fashion and eCommerce. Our strategy was focus on developing the aspects that provide customers with inspiration; ultimately, “Converting with Inspiration”. In order to do this we needed to infuse the Sunglass Hut website with a variety of fashion trends that inspire self-expression, mainly targeting the primary Sunglass Hut audience: status-driven, Fashion Forward Females, aged 20-29, who want to make a statement. By using inspiring imagery that didn’t just focus on the product, we brought our “active product” concept to reality. An interactive fashion guide allows customers to explore which styles worked best for their individual face shape, and showcased evolving hot trends in eyewear. We joined the Fashion Week conversation by adding sparkling editorial content to the website, and live-streaming the timeless Burberry brand fashion show.

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