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Paul Fredrick
Turning a legacy menswear brand’s fit focus into their competitive edge
Our impact in numbers
+22%
Increase in BFCM sales
+14%
Increase in total sales
+7%
AOV increase
30%
Page load speed reduction
While Paul Fredrick has been outfitting well-dressed men since 1986, how men buy has evolved beyond the initial catalog model. The new PF digital experience emphasizes education and fit, conveying the brand’s mission to cultivate a sense of confident style in their customer from work to weekends.
Our strategy focused on building a cohesive brand experience that centers education and fit, and supports a seamless customer and admin experience
1. Utilize Shopify Core. Adopt Shopify native solutions wherever possible to increase ease of use for admins and ensure site longevity
2. Elevated Assets. Create space for elevated and dynamic art direction, striking a balance between luxury and mass market
3. Scale Product Systems. Drive growth by building a head-to-toe style sensibility that expands on the signature Paul Fredrick dress shirt
2. Elevated Assets. Create space for elevated and dynamic art direction, striking a balance between luxury and mass market
3. Scale Product Systems. Drive growth by building a head-to-toe style sensibility that expands on the signature Paul Fredrick dress shirt
Key Features
Fit-forward
The brand has a loyal, long-time customer base thanks to flexible fit offerings that range from classic to tailored, coupled with customized neck and sleeve measurements. On the new site, we’ve brought these choices to the forefront and supported buyer confidence with detailed size guides, which are also linked throughout the site to support the customer education process.
Crafting a digital brand
With their roots in catalog, Paul Fredrick has a a strong tradition of world-building via photo shoots. We’ve brought these assets together into a cohesive digital brand by introducing a unified system of typography, art direction, and photo styles. Video functionality now heightens the customer’s ability to envision Paul Fredrick apparel as part of their day-to-day life.
Taking personalization to the next level
In addition to a range of fits that helps each customer feel at home in their apparel, Paul Fredrick offers a suite of product personalization that elevates a sense of self. We’ve built out functionality to add initial engraving to cufflinks, as well as monogramming for shirts including a design preview, creating looks that perfectly suited to customer desires.
Related Work
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