Serving as a digital partner for a timeless brand's growth
Gabriela Hearst has built a fashion brand on the principles of timelessness, uncompromising quality, and sustainability. Domaine was honored to support the brand's digital evolution, starting with the initial launch of Hearst's iconic handbag. By taking an iterative approach to the ecommerce redesign on Shopify, we worked to improve navigation, content strategy, as well as the product listing pages (PLPs) and product detail pages (PDPs).
The Handbag Visualizer
& Navigation Updates
Domaine re-architected the navigation primarily to expose a new Featured section more prominently. During this process the Domaine team gave Gabriela Hearst iconic handbags a more visual treatment. The new navigation highlights a new Featured section, where hand-picked product selections and accompanying content are exposed. Internal ad banners have been added, and a unique horizontal listing that works the same on desktop as it does on mobile.
PLP Optimizations
A common debate internally at brands is whether to show On Body or Laydown imagery on a product listing page. For Gabriela Hearst, Domaine developed a toggle that allows the customer to switch between the two. The team also developed a new system for hover states on desktop, and product-tile-swipe functionality on mobile. Additionally - the Domaine team added two new “in-house ad” units for the PLP, a single and a double-sized version.
A Flexible and Shoppable Content Strategy
With our customized code, we’ve developed blog functionality that allows for a flexible section structure, followed by a merchandised product grid. These 4 templates, with hundreds of combinations, provides the GH team with a large range of storytelling vehicles with which to reach her customers.
Product Detail Page Optimizations
In a few short weeks the team added three new features to the PDP to accompany the launch of Gabriela Hearst’s iconic new handbag. Domaine also added ‘Pre-Order’, Monogramming, and ‘Book an Appointment’ at their store locations.
An Iterative Approach to Redesign
Domaine redesigned Gabriela Hearst’s ecommerce site to enhance navigation and spotlight iconic handbags. We introduced flexible blog functionality for storytelling, an image toggle on product listing pages, and new hover states. On product detail pages, we added pre-order options, monogramming, and in-store appointment booking, aligning with the brand’s luxury and sustainability values.
