ORCHARD & BROOME

Redefining Luxury Menswear E-Commerce

About:

Orchard & Broome represents the intersection of luxury menswear and New York City's distinctive minimalist aesthetic. Named after the iconic SoHo intersection, the brand embodies the sophisticated yet understated style of downtown Manhattan's fashion elite.

The Project:

We were asked by O&B to help launch their new brand by creating a website aligned with their brand goals. 

Project Objectives

- Launch a direct-to-consumer e-commerce platform

- Create a digital experience that reflects the brand's luxury positioning

- Establish a strong online presence in the competitive menswear market

Design Strategy

Website Design Approach

- Minimalist design mirroring SoHo's industrial-chic aesthetic

- Monochromatic color palette (warm grays and ivory)

- Typography: Helvetica Neue (headers) and Garamond (body text)

- Responsive, mobile-first design with advanced features:

  - Headless CMS for content flexibility

  - High-performance image loading

  - Seamless checkout process

User Experience Highlights

- Intuitive navigation emphasizing product quality

- Detailed product pages with fabric information

- Behind-the-scenes content showcasing craftsmanship

- "Complete the Look" styling recommendations

Launch Strategy

Phased Approach

1. **Teaser Campaign**

   - Targeted Instagram content

   - Influencer seeding program

   - Email capture landing page

2. **Soft Launch**

   - Exclusive access for early members

   - Limited edition online-only pieces

3. **Full Launch**

   - Complete e-commerce functionality

   - Editorial content hub

   - Comprehensive social media campaign

Key Performance Metrics

Metric: Website Engagement | Result: 3.5 min avg. time on site | Impact: High user interest 

Metric: Customer Return Rate | Result: 22% | Impact: Promising brand loyalty

Metric: Press Mentions | Result: 7 major fashion publications | Impact: Significant brand exposure

Key Outcomes

- Successfully positioned as a premium direct-to-consumer menswear brand

- Created a seamless online shopping experience

- Generated significant earned media in fashion press

- Achieved positive ROI within first 6 months

www.orchardandbroome.com