6 Shore Road : Pool-poised and summer-ready. Designed & Built by One Rockwell.
Challenge
6 Shore Road is a vibrant resort-wear brand founded by New York-based designer Pooja Kharbanda. Born in India, raised in Hong Kong, and schooled in Panama, Pooja took inspiration from her travels and upbringing when creating the label. Each collection’s design is rooted in a particular coastal destination and covers everything from swimwear, ready-to-wear, and accessories. Pooja wanted to provide the perfect transitional pieces that could be worn both beachside and at your local hotspots. She also placed specific emphasis on using responsibly sourced materials in 6 Shore Road designs and everything being made in the US. THE TASK 6 Shore Road recently rebranded to satisfy the needs of a more elevated customer base. Pooja sought a partner with both the creative and technical know-how—as well as a deep understanding of retail— to deliver the desired experience. 6 Shore Road selected One Rockwell for its innate experience in luxury-retail, extraordinary design aesthetic and solid record of technical delivery.
Solution
Pooja’s goal was also to highlight the sustainable sourcing and high-end quality of the product’s materials, as well as accurately communicate the proper size and fit for the shopper, to combat the industry’s high return rate. Lastly, an easy to manage shoppable lookbook feature enriched the user journey of the new website. THE EXECUTION While designing her label, Pooja drew inspiration from American photographer Slim Aarons for much of the brand’s essence and culture. One Rockwell designers used scans from Slim Aarons books for inspiration regarding product imagery, editorial photography, and art direction. They also recommended using ghost mannequins to provide an elevated direction for the site’s product flats. The One Rockwell creative team utilized pastel colors and custom beach icons to introduce an approachable and playful element to the sophisticated design. Multiple features were introduced to the product details page to solve the communication challenges around conveying the proper product fit and size to their consumers. In addition to a size chart located directly in the PDP, One Rockwell also created a custom Fit Finder which recommends the ideal bikini top, bikini bottom, and one piece size for the product based on four quick questions. The product display page also has a section dedicated to the product’s sustainably sourced materials, detailing where the product was made, the material composition, and where the materials are sourced. The One Rockwell business analysis team played a crucial role with regards to product data. Each product was tagged to accommodate for the custom fit finder and size guide. Custom linked collections were created to allow 6 Shore Road to merchandise all color variations of a product on their product listing page while also having them appear as color variants on the product details page. Additional work was done using tags and linked collections to create a unique shoppable lookbook. Guidelines were also provided to the 6 Shore Road ecommerce team so they can easily create new lookbooks and products with the appropriate tags.
Results
One Rockwell worked in tandem with 6 Shore Road in curating features specific to its business needs, with a focus on enhancing the brand and customer journey. The new 6shoreroad.com positioned brand language and elements for the modern customer. Following the seamless and timely launch, One Rockwell transitioned 6 Shore Road to its Post-Launch Support program and helped the client team create a roadmap for new features and integrations.
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