Against the backdrop of a retail industry that had immense learnings during a global pandemic, it became clear that the luxury industry had a shakeup.

A modern luxury brand must reflect an experience that serves booth new and returning customers coming in form a varied set of entry points and appreciate that fans are hyper focused and prioritizing the brands they shop from based on many highly personal factors.

The new Givenchy.com launched at the start of 2022 is a reflection of the new reality - and is also the vision of its newest designer, Givenchy Creative Director Matthew M. Williams. In the matter of a few months, we revamped the brand's global e-commerce site to enable it to not only offer a streamlined checkout experience but also be more dynamic to quickly pivot for the drop of a sub-collections with artist collaborations or to showcase a new runway show.

The retail industry has come away with immense learnings about shopper behavior amid a global pandemic. Over the past two years, as consumers moved nearly all their buying online, it became abundantly clear that players in the luxury space needed to invest in fresh digital experiences to stay connected to fans.

The new Givenchy.com we launched at the start of 2022 is a reflection of this new reality. It's also the content-meets-e-commerce vision of its newest designer, Givenchy Creative Director Matthew M. Williams.

For this 70-year old iconic brand, we set out to create a new digital hub that serves both new and returning customers — and accounts for the fact they're coming in form a varied set of entry points: social media, search, retail sites and more. The result gives fans and shoppers a new way of exploring collections through an interactive blend of runway videos and lookbook photography.

The luxury market - not long ago - was largely offline and intentionally inaccessible to the masses. But what we know from Givenchy's customer base and luxury market trends broadly is that they must be ready to offer enhanced service, rapid inventory search, and be ready to forge partnerships and collaborations that increase brand buzz in an agile way.

We ensured that in building this new brand portal for Givenchy we prioritized those key e-commerce principles while also balancing it with content to draw shoppers in from a more wide, and more international, audience.

A key goal was to simplify the navigation to streamline the overall shopping experience and make it easier to use while also incorporating new full bleed photography and video for new immersive shopping experiences —like runway shows— that fans desire.

It's designed to support “drops” on an ongoing basis whenever Givenchy has a new capsule collection or product collaboration. The new site leverages the monogram and logotype to frame all content.

The luxury market - not long ago - was largely offline and intentionally inaccessible to the masses. But what we know from Givenchy's customer base and luxury market trends broadly is that they must be ready to offer enhanced service, rapid inventory search, and forge partnerships and collaborations that increase brand buzz in an agile way.

We ensured that in building this new brand portal for Givenchy we prioritized those key e-commerce principles while also balancing it with content to draw shoppers in from a more wide, and more international, audience.

Features of the redesign for Givenchy.com include:

-A single type size and 2 colors across the whole site, underscoring elegance and simplicity

-Simplified check-out with a focus on omni-channel fulfillment

-Enhanced product photography and sizing to bring shoppers closer to products

-Tying the site experience more closely with customer-facing channels and seasonal campaigns

-Modular design to support seasonality and sub-collections with artist collaborations

The move comes as the brand undergoes a digital transformation and has been increasing innovating its digital capabilities. Earlier this year the brand initiated an exclusive drop of NFT’s made with graphic designers. As V Magazine recently wrote, “Givenchy has always been poise, sophistication, luxury—now, it’s also cutting-edge.” In just a few months, we designed and launched this new site and released it to global audiences. The positive reception, and results, were rapid.

We saw a huge shift in user behavior within a couple months of launch, with shoppers visiting the site more often and a spike in them moving to purchase completion (one of the big challenges in this category).

-Session duration | +10% VS LY : visitors spend more time on Givenchy website, interacting and discovering more the content and the products.

-Returning sessions share | +17% VS LY : visitors are more willing to return on Givenchy website, showing customer satisfaction and capacity to increase our customer loyalty.

-Add to cart rate | + 105% VS LY : navigation is much more intuitive, engaging more the visitors with the products, the add to cart rate has doubled.

-Checkout reach rate | +95% VS LY : improvement of the user experience has a strong impact on the website performances with +95% of visitor’s share reaching the checkout