Client

Natori

Project

Natori Redesign

Industry

B2C

Fashion

Luxury

Services

Content and Creative

Background

The Natori Company is a women’s fashion designer and manufacturer based in New York City. The company sells lingerie, nightwear, loungewear, ready-to-wear, and other high-end women’s fashion to upscale department stores in the US, at least 15 countries internationally and on their website.

Brief

Natori sought a complete redesign of their site, as their current site felt outdated and was difficult for users to navigate, especially on mobile. They required a redesign to help tell their brand story and engage users with beautiful editorial imagery and video.

Goals

Mirror the rich heritage of Natori online, immersing users in the Natori brand story and educating them about product quality and details. Ensure it’s easy for users to find what they’re looking for. Advanced filtering on the PLP.

Challenge

Multiple Natori brands with varying price points had to live together on the new site, which posed a challenge as to how we would approach the Information Architecture on the site.

An Immersive Shopping Experience

We took a modular approach to the design, allowing Natori to easily move around modules as needed on the back end. We ensured that the redesign gave Natori the opportunity to showcase their beautiful imagery and video throughout the site.

Mobile-first

We updated the site to be completely mobile-first, allowing their users, many of which shop on a mobile device, to easily shop while on-the-go.

Editorial Moments

Storytelling was crucial to weave in throughout the site, so modules were created to allow Natori to tell users about the background of various collections and products.

An Improved Shopping Experience

PLP filtering was improved, creating a more seamless experience so users could easily find the item they were looking for. ‘Shop the look’ functionality was also enabled on the site so users could easily recreate the outfits featured.