Purpose-built for ambitious & beloved brands.
Creating new flexibility & efficiency within luxury fashion
We partnered with BCBG to upgrade the brand's ecommerce site to Shopify 2.0 within two months, creating flexibility with features, new efficiencies, and a lowered operating cost. Given the scale of the brand, the project required deep understanding of the brand’s needs while balancing diverse channels, including in-store retail, wholesale, and various retail partners.
BCBG had ambitious plans for their brand and needed flexibility to easily manage and update content and merchandise pages. Their previous site had major performance issues due to builder.io, creating additional time between when a page is loaded and when content is shown. This posed issues with customer experience and disadvantages for search engine indexing. The Domaine team took special care to build a new site that increased speed to market for new features, create admin flexibility, refreshed the brand, all while loading 4 times faster. In the process, we created meticulous theme documentation to ensure the site is sustainable and easy to manage for multiple brand operators.
Maintaining the functionality that BCBG’s previous site had was a crucial part of the migration process. The Domaine team conducted a deep discovery to understand each specific functionality and how their previous site worked. They were heavily dependent on apps that impacted site performance, so the team built many custom solutions while leveraging Shopify’s native functionality for the new site, including a new size chart, collection merchandising, product information on PDP, and pre-order. We also improved integrations to certain apps, including the brand’s final sale and back in stock features, as well as their clothing rental suite. Overall, the Domaine team preserved the functionality that BCBG was used to, while introducing modernized improvements.
Significant enhancements were made to sections and modules of the BCBG site to provide increased flexibility within the admin theme settings while improving user experience. Global changes included updated typography in sections across the site to stay consistent with the brand’s style guide and ensured fonts were perfectly across pages. A custom banner was added to the top of the homepage, addressing the need for missing functionality prior to launch. Furthermore, the Domaine team redesigned the navigation to enhancing product discoverability, improving the overall experience of the BGBG site.
BCBG empowers and celebrates today's dynamic woman by creating elegant collections that infuse their romantic heritage with a modern twist.
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