ALEXANDER McQUEEN REPLATFORMING

Online Brand and Product Enhancement

PRODUCT.

Alexander McQueen made the strategic decision to move to a platform which offered a more enhanced customer journey, allowing them to improve the customer experience by enriching the site through product, assets and brand narrative.

The new platform also enabled smarter ‘search’ and ‘trending now’ functions which allowed the merchandising team to direct the consumer towards key products and categories.

The merchandise strategy was also updated to ensure that the site was representative of the most comprehensive range whilst mitigating stock risk.

The site moved from a more limited brand and visual experience to a platfom leveraging a new composable architecture which gave more flexibility to meet the needs of the cleints and tell the story around the House.

This platform enhancement was rolled out early 2024 as the testing platform before further implementation into the Keirng group brands including Gucci, Bottega Veneta and Saint Laurent.