I will not pretend that I am overly concerned with fashion, but neither do I follow the dated social construct of what it means to dress like a “guy” (in the sense that I actually care about how I look and not anything else that that sentence may imply although I do not judge). I suppose I would identify myself as “slightly metrosexual” which is certainly more common in popular culture today. Truthfully I believe that respecting one’s own appearance is invaluable and portrays a sense of maturity. Something that I typically wear a lot in less formal settings are jeans. Joe’s Jeans are among my favorite due to the quality, trendiness, fit, and less ostentatious design. This brings me to their website.
Ethos, Logos: Joe’s Jeans’ site looks a lot like what you would expect from a designer brand website which feels apt to the subtlety of the brand itself. One will discover that the layout is in no way overwhelming, includes plenty of white space, and displays a consistent rhythm. Typefaces and imagery are aligned in such a way that is visualizing satisfying and navigationally straight-forward. Their homepage exhibits immediate appeal with a large, well-centered image of two people modeling recent additions to their clothing line. Model age, styling, facial expressions, seasonal appropriation and other elements of the image capture the message of their brand. The color scheme is simple and clear; black and white are dedicated to verbiage while pictures are seen either through an “old photo” type filter (tan/brown overtones) or in black and white. Contrast particularly stands out to me. Black is the choice option for their logo, which lies in the upper left-hand corner, as well as all tabs and social links. White is the color used in most wording placed on top of imagery. The two filtered styles of their photos effectively separate, section-off, and organize areas of their pages. Font appropriation is another distinct feature portraying the exact subtlety that I have mentioned already.
Specific items: In the upper-right hand corner you will find a small area of white space dedicated to promotional content. What I appreciate about this feature is its non-dominant presence that would otherwise sacrifice integrity for the sake of cheap consumer-appeals. Centering such promotions on a webpage often cheapens the brand by selling “bargain deals” more so than quality items. As somebody begins to explore Joe’s Jeans’ website, another feature that I am fond of is the picture formatting which involves dual images (front and back) that switch as you scroll over them. This creates a more dynamic and interactive experience to the consumer while establishing a simplified method of inspecting items one may or may not be interested in. I feel this is a better approach than something like a magnifying glass feature which seems to often have trouble loading in a correct and timely manner. I might add that these images lay over light grey space which contrasts enough with the surrounding white space to be identifiable yet never distracting nor busy. Video shorts are another admirable component of some images depicting the general fit and movement (on a model) of the related item. This provides a more thorough depiction. Secondary features that may be found when one clicks on any of the products do include a magnifying option which feels more appropriate when the intent is actually to get full detail. A size chart aids consumers who may be unfamiliar with what fits suit them best. Material percentages and a “share” option are also included. Two final elements of the item details layout I would like to mention are “style with” and “similar styles” portfolios which feel useful when trying to put together complete outfits and well-rounded closets.
Content Notes: The rhetoric used in item descriptions may be a little verbose as it uses a great deal of loaded words and purposeful adjectives. It does not feel altogether unnecessary but it is obviously meant to sell you on the item itself. Projecting bias on a designer brand website seems suitable and thus passable in this setting.