Best Fashion Or Beauty Website

Gucci.com did not fully embody Creative Director Frida Gianni’s new vision for the brand and it was no longer a benchmark within the luxury sector. In fact other fashion brands had copied the site’s look and feel. Furthermore, the site was more of a ‘catalog shopping’ site than a prestige brand experience. We targeted people uninterested in the quotidian, focusing on devoted aficionados of quality… celebrating the best of what life has to offer with a style all their
own. Such individuals aren’t necessarily slaves to fashion, but it certainly helps define their image to others. They want to present a distinctive image to the world; be it a complete look, head-to-toe, or just a single piece used as punctuation. As such, the “Gucci lifestyle” is one they all admire, whether they live the trend-setting, jet-set lifestyle day-to-day or experience brief moments every now and then. Our key insight for the brand focused on elevating the luxury shopping experience to a whole new level, seamlessly and engagingly blending brand and commerce to delight customers and deepen their relationship with Gucci and its breadth of products. The result: The first luxury digital flagship store. The new Gucci.com was designed to welcome customers to the premiere, boutique experience of modern, sensual, Italian luxury online. With a design language informed entirely by signature House elements featured
in their archives and physical boutiques, it allowed visitors to worship the brand online like they would in-store and inspire them to buy.

Contributors:

CRITICAL MASS

Website: www.criticalmass.com

Location: US

About the Agency:

Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories. We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries). We’re Critical Mass, but our friends call us CM. Please call us CM!