Opportunity

Anne Klein, traditionally found in department stores, was looking to scale their business and launch the brand’s first-ever DTC e-commerce website. The woman-founded brand offers timeless classic American styles that can be mixed and matched and are versatile for women on the go. The brand celebrates working women changing the world while supporting causes aligned with their values and communities in need. As the brand was started in 1940, there was also an opportunity to reach a younger audience and become the go-to workwear for a new generation.

Solution

For the launch of Anne Klein’s first website, it was important to establish a digital visual identity. Taking inspiration from existing collateral, a refined yet soft aesthetic was created. The color palette is rooted in black and white with hints of soft neutrals for a grown-up, no-frills look and feel. The combination of serif and san serif typography feels high-fashion while ensuring text is always easy to read. Unique compositions with split imagery, asymmetry, and overlapping layers create a sense of dynamism and nod to editorial fashion magazines. 

The site is easy to use and perfectly balances content and commerce. On the surface, products are easy to find and the checkout process is seamless. But for users interested in learning more about the products or building their personalized Anne Klein closet, there are informational modules and outfit builders or robust product recommendations surfaced. For those who want to dive into the rich history of the brand, they can explore The World of Anne content center.