What can we learn from the DKNY’s website redesign

DKNY watchesDKNY is debuting a new e-commerce site in partnership with Farfetch in another attempt at reinvention. DKNY will use Farfetch to emphasize personalization and customer service, using technologies like individualized messaging, a comprehensive mobile platform and easy checkout.

“We agreed that the best e-commerce sites are simple and direct,” said John Sampogna, co-CEO and founding partner of Wondersauce, the advertising agency that helped conceptualize the new site. “We’ve given them ultimate flexibility to express the brand in dynamic ways while ensuring easy conversion paths for customers. This is complemented by a transparent checkout system, which offers complete visibility during the checkout process.”

DKNY has undergone several periods of attempted reinvention in recent years, as a result of slumping sales in a particularly competitive market.

The launch of the site was timed in accordance with the launch of DKNY’s spring/summer 2017 campaign featuring model Bella Hadid, which was shot by photographer Collier Schorr.

Read more at Glossy.co