Case Study for Anne Klein | Corra

ESTABLISHING A DIGITAL FLAGSHIP

As a fashion brand without an ecommerce footprint, Anne Klein couldn’t rely on proprietary customer data to inform the design and digital experience. Corra’s team couldn’t user-test and validate designs as we usually would. We were beginning from a blank slate. Because of the challenge posed by not having a frame of reference, Anne Klein needed a partner able to formulate a strategy based on their in-store demographic and conduct a competitive analysis to define the go-to-market strategy.

There were also a number of other important considerations. The new site would launch with a limited product portfolio so it needed to be scalable for Anne Klein to add product categories and SKUs as they pleased. It would also serve as a ‘blueprint’ that could be cloned and customized to create more sites for WHP brands like Joseph Abboud in the near future. These were all stipulations we had to take into account throughout the project.  

When we began our partnership with Anne Klein they were still in the process of building their ecommerce team from scratch. So, Corra stepped in to act as an extension of their team, providing education on Shopify Plus, helping with merchandising tasks, design, development, and defining their brand’s digital style guide.

The Anne Klein brand has many licensees that manufacture and sell the brand’s various product categories. Each of these licensees have their own systems to manage inventory. One of the challenges this posed was that product information and assets were received in different formats and sizes—Corra stepped in to help Anne Klein sort and reformat for consistency.