PVH tasked Firstborn to design a brand new scalable, modular ecommerce framework that would be deployed across its Van Heusen and IZOD brands. Each brand has its own digital ‘storefront’-style homepage, conveying their unique story and aesthetic. Meanwhile, product listing pages are integrated allowing customers to seamlessly shop the entire PVH portfolio regardless of which brand ‘storefront’ they entered from, mirroring the department store experience that PVH customers are familiar with.
We built innovative UX elements including visual filters to help shoppers find the right style and fit, and interactive product pairing to recreate the convenience of shopping in-store. For example, we designed a tie match tool, which allows customers to virtually pair ties to shirts, streamlining the process of finding the best match.