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Digital Experience & E-commerce for PRITCH

Designed and delivered by Tinloof
Project’s timeline: 2 months

About the Project

PRITCH is a London-based fashion brand focused on leatherwear and leather accessories. Having shifted its business model to D2C and undergoing a rebrand, PRITCH was set to address the following issues on its existing website:

(1) Lack of credibility
(2) Lack of storytelling
(3) Unclear positioning: the brand has been transitioning from made-to-measure to ready-to-wear, and both worlds needed to coexist
(4) Underutilized drop-based release model

Here’s what we achieved.

Sustainability Page

Starting with Sustainability Page – fashion’s favorite graveyard of good intentions. Typically, content on sustainability pages of fashion brands look like a list of practices that no one actually cares for deeply. Proof is, if you compare Home Page content and design to the one of the Sustainability page, you’ll almost always experience the same dynamic: one lays out the best candies, the other makes you do your homework – which is not what you come to uncle Internet for.

So, instead of adding to the landfill of noble-but-numbing text, we decided to play with the format (sometimes, no paragraph, however well-meaning, will outperform a human face sharing a processed piece of information).

Inspired by the brand’s muse – Marina Abramović, we decided to develop a confrontational, full-screen face-to-face page, where the founder spoke directly to the customer (user): transparent, unfiltered, and folded into the identity of the brand itself.

PDP & Storytelling

Just like applying for a job, a brand is expected to make its case – to prove, succinctly and convincingly, why it deserves to be chosen. In e-commerce, this translates into a familiar demand: justify the price you see on the right (or left).

Question was, how do you prove a point without resorting to writing? The amount of information on product pages is overwhelming enough as is (product descriptions, size guides, composition, specs, care guide, sizing grid, delivery information) – what could we do to not overwhelm the customer but to reinforce the user experience, and, while doing so, tell a story?

– Associative marketing.

We used AI-generated imagery that was changing according to the story of the product they were applied to, and, not to overstimulate the customers, we applied this feature to the bestsellers and focus products only. The images appear on hover, serving as cues that let the product describe itself and eliminate the need to explain “why us”.

Museum Page

Since the brand originally started as an atelier for couture leatherwear that was made-to-measure only, we wanted to emphasize that part of the brand’s identity and speak to its heritage.

Our goal was to translate the idea of a museum wall into the digital space, creating an experience that feels as immediate, as magnetic, and as present as standing in front of it in real life.

The PRITCH Museum, online.

About

We designed a page that unfolds in swipes, each one revealing a different fragment of the brand’s world: from materials to its values.
Building on associative storytelling, each part of the About page is paired with video and sound that echo the scene (the tightening of a leather corset, ravens circling the Tower of London) — all referencing the brand’s primary source of inspiration: its hometown, London.

Limited Edition Products

Brand was launching collections in drops, and every drop had a hero product – product that was typically of limited availability. Unwilling to use product badges on the PLP, we developed a special toggle that allowed us to manipulate the background color of the Product Page you decide to apply this feature to.
That is how page of limited edition products can turn black or red, (brand’s core colors according to the Brand Book).