lucy Activewear

Total Redesign Made Easy

Company:

Launched in 2000, the lucy brand has grown from lucy.com, an online-only retailer, to a national 64-store chain owned by the $7.2 billion VF Corporation.

Challenge:

Transform lucy.com into a modern site that immerses the visitor in both product and brand on a new Demandware ecommerce platform.

Solution:

lucy choose Fluid to design and launch a complete redesign with significant advances in product filtering and navigation and enhanced product information—complete with seamless integration to rich media, online reviews, and social networking.

Business Results:

• Delivered an immersive brand and product experience that significantly increased conversion of both new and returning visitors, and drove increases in add to cart
• Seamlessly integrated with Demandware and PowerReviews
• Resulted in glowing written feedback from customers for months after launch

A Deep Consumer Understanding

Fluid focused first on developing a strong understanding of the lucy consumer and what drives their purchase decision. "The Fluid team actually started by using our clothes, and going into our brick and mortar stores and observing our consumers firsthand," explains Senior Web Producer and Project Manager Molly Snyder.

A Reputation that Delivered

Molly describes Fluid's reputation for design, "We were confident that Fluid could do a great job because we've seen their track record with other VF Corporation brands."

Driving the Brand Forward Online

Fluid recognized an opportunity to use lucy's site to not just reflect the brand, but to help drive it. Molly explains, "The redesign was one of the biggest projects we took on last year, and our top executives were project executive sponsors. Fluid was not only very effective at capturing the aesthetic, but they elevated the brand. Our executive team is thrilled at the results."

Bringing the Product to Life

Lucy's savvy consumers often go online to conduct research even if they plan to make their purchase in a brick and mortar store, so serving them with detailed product information was vital. Fluid's design not only made the product easy to see, but to also quickly understand product features, fit, and technical information. They also made significant advances in product filtering and navigation, such as shopping by color, size, and price.

Modernizing with Social Features

The design also increased consumer engagement by incorporating social features, including user generated readings and reviews. "We're really happy with how these new features delivered," explains Molly. "Direct customer feedback been really helpful in helping people understand the product."

Seamless Backend Integration

lucy had just moved to Demandware, and platform expertise was a key factor in the selection of an agency. "Fluid's team clearly has extensive Demandware expertise. We were confident that Fluid could integrate successfully with the platform," says Molly. "The process was seamless."

Making a Complex Project Easy

"The experience of working with Fluid was nothing short of amazing," explains Molly. "The project team was so on top of everything that they made my job easy. Fluid ran very close to the project plan, they were great at communicating and were really organized with tracking open issues. We were on time and had a seamless launch. I recommend Fluid all the time. They were simply great to work with."

Consumers React

After launch, the brand's customers took notice, and feedback came pouring in. Molly explains, "everyone loves the site. For months, we'd get feedback from customers on our Facebook wall saying they loved how the site looks and how big the products are. The management team at lucy was thrilled."