Kardashian Kollection

Exclusive brand shop featuring clothing and accessories inspired and designed by reality television personalities Kourtney, Kim, and Khloe Kardashian. The experience was designed to highlight product first and foremost, using lush product shots and a simple, fashion-forward aesthetic to build fashion credibility with a new, younger customer.

Platforms:

 

Design Challenges

  • Landing such an exclusive celebrity endorsement and product line was a rare and exciting opportunity for Sears, and they needed an experience that was engaging and on-brand for both Sears and the Kardashians
  • Among Millennials and younger shoppers, Sears is not often considered when shopping for clothing
  • Visually, previous apparel pages were not on par with competitors

Opportunities

  • Create enhanced excitement and urgency around the shopping experience
  • Establish fashion credibility with a younger audience by introducing a high-end, branded online boutique to elevate the Sears brand
  • Partner with celebrities known for their fashion sense and utilize Annie Liebovitz photography

How I Made a Difference

Competitive analysis

Surveyed and synthesized design aesthetic from cutting-edge yet accessible fashion sites like Gilt and Diesel to inspire a simple, high-glam experience

Whiteboarding

Led brainstorms and whiteboarding sessions to explore multiple "unconventional" options

Whiteboarding different layout options

Whiteboarding different layout options


Design POV

Anticipated products would be in high demand, and shopping needed to be streamlined using product quick views instead of full product detail views to help customers get items into their cart faster and keep them on the collection page

Conversion Strategy

Retain sold-out products on the page to generate a sense of excitement and urgency

Excerpt from Functional and Interaction Specs

Excerpt from Functional and Interaction Specs


Collaboration

Worked closely with the merchant team, business stakeholders, and Kardashian brand managers

Cross-selling

Used opportunity to mention other affordable, fashion-forward brands and promote the Sears fashion blog

Presale Boutique Page

Presale Boutique Page

"Sold Out" labeling established sense of urgency

"Sold Out" labeling established sense of urgency

Category Page

Category Page

Quick View Shopping Pop-Over

Quick View Shopping Pop-Over

Fashion brand cross-selling

Fashion brand cross-selling


Outcomes

  • Achieved a more fashion-forward look and layout that highlighted the products and complemented the stylish, contemporary clothing
  • Successfully launched boutique micro-site; many items sold out within minutes of launch
    • 2.5m visitors over 6 month period post launch
    • 36% of Apparel & Shoe visitors and 4% of Sears.com visits
    • 4000% more visits than average visits to other proprietary brand pages
    • 21% exit rate versus proprietary brand page average of 64%
    • 70% of customers engaging with the shop went on to shop other categories
    • 25% of Women’s apparel sales during the pre-sale