Bare Necessities
Redesigned the eCommerce platform to prioritize inclusivity and seamless shopping. Portfolio View
4 minute read
Bare Necessities’ homepage embodies their digital design and brand transformation, featuring an updated look with inclusive imagery, a playful color palette, and scalable UI components.
Bare Necessities is one of the world’s premier multi-brand intimates eCommerce platforms.
They are a one-stop-shop for all things intimates and carry the world’s best lingerie, underwear and loungewear for both women and men.
THE CHALLENGE
Appealing to a new generation.
Bare Necessities has had an authority over the women’s intimates eComm space with over 25 years of subject-matter expertise. They’ve become a trusted destination for women looking to replenish their wardrobe with the latest undergarments from the world’s best brands.
Although they have been dominant with middle-aged consumers, there was room for growth with inclusivity-focused Millennial and Gen Z audiences. With eCommerce sales at all time highs since the global lockdowns, our client wanted to capitalize on recent advancements and broaden its appeal with younger shoppers.
Bare Necessities before the redesign.
THE SOLUTION
Meeting in the middle.
Our task was to reimagine the Bare Necessities brand, while staying true to what made their current customer-base loyal shoppers. We developed a brand strategy that accommodated present and future shoppers, and redesigned the shopping experience, all while keeping business goals front of mind.
Inclusivity has always been a focal-point so deepening the connection with their core older audience, while building relationships with a younger one was a natural step in the brand’s trajectory.
“We developed a brand strategy that authentically reflects their unique DNA and connects with Millennial and Gen Z audiences. We also redesigned the web experience to align seamlessly with the new branding and key business objectives.”
A BETTER FIT FOR ALL
The Fit Finder was designed with a user-first approach, addressing pain points to deliver personalized recommendations. It encourages discovery and brand loyalty by leveraging Bare Necessities' expertise and inclusive sizing.
Bare It All is a new brand platform we developed that empowers shoppers to recognize their confidence. Our unique proposition emphasizes how the right fit can encourage customers to reclaim their self-image and focus on finding garments that are best suited for your unique needs.
With inclusivity in mind, we created a Fit Finder tool that shifts the conversation on size to a focus on fit — providing a more user-friendly and informative experience.
WIREFRAMES TO COMPONENTS
GIVE THE PEOPLE WHAT THEY WANT
Site navigation was streamlined to encourage deeper exploration of the site and provide easier access to previously hard-to-reach pages.
We restructured their taxonomy into a global navigation, eliminating redundancies, spotlighting the Fit Finder, and surfacing previously hidden content. These updates enhanced efficiency, exploration, and personalization.
MORE THAN A PRODUCT
Content hubs and article pages were designed to educate and engage users, reinforcing Bare Necessities’ leadership and commitment to its community.
With a track record of expertise and empathy, Bare Necessities has the ability to deliver a comprehensive user-experience for a diverse cohort of shoppers.
By emphasizing exploration via inspirational content, educating its user-base with vetted guidance, and highlighting community throughout its platform experience we’ve created a space where shoppers can become a part of Bare Necessities’ mission to provide a better fit for all.
“Bare Necessities blends expertise and empathy to offer a comprehensive intimates experience. The site brings this to life with expert guidance, inspiration, and community-driven commerce.”
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