When I first came to the US was for a conference in Houston. One of my friends who lived there took me shopping and I went into a Banana Republic for the first time; it was love at first sight! Since I had started working at a very young age, I felt sometimes people didn’t take me seriously. I tried on some of their stuff and felt so grown up and professional I was immediately hooked. I have normally just gone to stores, not much of an online shopper except for Amazon but as soon as I read the prompt this was the first site that came to mind because it captures the essence and feel of their brand perfectly.
Pathos: This website does a great job at getting People to look at what they want them to. They have a very clean rhythmic site. You can see there is a lot of white space that is held to showcase the pictures of professional looking people in really put together outfits that reflects a professional yet playful personality.
They use rhythm or repetition in the bottom of the page when they have different looks with seasonal garments that play really well together and capture your attention so you don’t only buy one thing but the whole outfit. Their primary colors are black and white which are subdued in certain pieces as well as some tan and grey for fonts or picture backgrounds. Even though most of their outfit pictures are complete, they use some creative cropping to showcase parts of the garments that catch your eye.
Ethos: Because of how stylish their design is they convince people of how sophisticated their clothes are. They manage grids for the pictures of the outfits as well as the basic navigation tabs of the site and keep it simple. The site has a black thin banner on the top and a thicker black banner in the bottom with contact information that frames the white middle.
Even though they have several pictures of outfits, they manage space and proximity so it doesn’t look cluttered nor has trap space that can make the site look unprofessional. Like I mentioned before, they use mainly black and white, as well as desaturated colors. Their type phases work really well with their logo and in the design they use the serif and sans serif mix to give it a little more style. Margins are consistent and ample so that it doesn’t look crowded and text can really shine.
Logos: The design of this site targets their intended audience by using images that portray the style that they have. The pictures on the front site and on each path you take show complete looks or garments in a way that seems unique and professional. I can state they design in a rational way so that they appeal to their clients. The flow of the site is really intuitive and has some clear navigation panels that help you jump from one page to the other without having to spend tons of time looking for stuff.
Their homepage normally has some sort of attractive offer plus a picture of a seasonal outfit that serves as bait for us to continue exploring the site. The attractive offer is normally in a different color and has a lot of white space around it to let it be the visual focus.
I have to say, this site definitely portrays the feeling of the in person store and this is something that not all stores have achieved on their websites. Even though is a little cookie cutter and has resemblance to a lot of other clothing websites, it achieves the intended outcome of attracting clients to buy into their sense of style and for me into that grown up feeling 🙂