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Growing a Family of Luxury Brands
Rowing Blazers believes in the classics, but their approach to the classics is anything but stuffy; it’s youthful, inclusive, irreverent - and a little ironic. We helped Rowing Blazers redesign their Shopify website to drive revenue growth, support their global expasion, and deepen the connection to their brand.
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Apps & integrations on this project.
Based on the insights from our initial UX and analytics audit, we streamlined the navigation and optimized the product discovery experience across the site. To educate customers about the story behind each product, we designed a PDP that highlights the size and fit, materials used, and the inspiration behind the design of the garment.
To facilitate Rowing Blazers selling their premium products across the world, we integrated Shopify Markets so they can easily manage all of their international stores in a single place. Users can select their location directly in the navigation, which updates the site with their respective currency.
To encourage customers to explore Rowing Blazer's breadth of collaborations, we created a separate navigation section to highlight these collections. To make each collection distinct, we integrated storytelling moments throughout the collection landing and product detail pages.
We created a strategy for and designed Rowing Blazers' ads, and marketing emails to drive traffic to the site, increase conversion, and promote new collections.
Since launching the Rowing Blazers site, we have continued to work with RB’s family of brands including launching Arthur Ashe, Gyles and George, and Warm&Wonderful. Based on the goals of each brand, we created bespoke experiences that celebrate the memorable products and story of each apparel company.
The Arthur Ashe site is the first dedicated ecommerce destination for the tennis and lifestyle brand, launched by Rowing Blazers co-founder Jack Carlson and Kith alum Karl-Raphael Blanchard. Barrel designed a shopping experience that honors Arthur Ashe’s legacy while introducing the brand to a global audience.
Barrel brought Gyles & George's 80’s nostalgia into the website design to reinvigorate the brand with its eclectic style and eye-catching colors the sweaters are so well-known for. The new website uses a mix of modern and original imagery, bringing a fresh twist on classic designs while paying homage to the legacy of the products.
Warm & Wonderful is a British knitwear brand most known for its red wool sheep sweater, famously worn by the late Princess Diana. Barrel helped relaunch the brand with their new dedicated ecommerce website to coincide with the release of their newest collection.
Impact
Based on insights uncovered through our UX and analytics audit, and the improvements we implemented, Rowing Blazers saw measurable gains in both revenue and email-driven sales.
700%↑
revenue growth
(2018-2022)
380%↑
email driven sales (2018-2022)
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