For nearly a century, luxury menswear maker Samuelsohn was a retailer’s best kept secret. Their made-to-measure suit line was industry-revered, yet invisible as a consumer brand. With the rise of omni-channel commerce in fashion, Samuelsohn decided it was time to reposition their brand for a B2C market, and so they partnered with Digital Surgeons for a new, carefully-crafted digital experience.
The seasonality of fashion requires brands to update their in-store retail experiences to reflect ever-changing products, looks, and collections. A digital experience is no different. Samuelsohn's site had to adapt to an always-changing catalogue and reflect the latest and greatest in product features.
Developing a simple yet robust user experience within the content management system (CMS) was imperative both for the scalability of the website as well as the ease of use for the client. Our in-depth user experience process allowed us to craft a back end that enables easy changes and internationalization of content without significant development time.
The flexibility of CraftCMS made it an easy choice for Samuelsohn’s site, allowing us to efficiently build a performant, internationalized, and mobile-first website that’s both visually striking and flexible.
The CMS implementation now allows for administrators to map relationships between collections, looks, and products for an easier shopping experience.
The new site build uses matrix fields and block types to allow Samuelsohn’s team to drag and drop panels, making sure the latest & greatest is always front and center.
Image transforms were built, so that multiple versions of images don’t have to be uploaded. Instead, a single image is uploaded and the transform crops and sizes it appropriately.
The fabric of every Samuelsohn suit is sourced from top European textile mills, and carefully chosen to account for regional differences — these suits aren’t designed to look good on a mannequin, they are handcrafted to perform. The level of care given to a Samuelsohn suit had to be reflected in their web experience.
Clean, crisp, visual design meets video assets and subtle interactions to enhance a minimalist aesthetic and provide users a luxurious, high fashion experience.
We replaced an antiquated horizontal timeline with a seamless scrolling experience that highlights key moments in the brand's history.
Since driving traffic to the store locator is the site’s primary measure for conversion, we designed a custom experience to maximize the effectiveness.