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WEBSITE experiences
While working on the JCPenney online creative team at T3, JR had the wonderful opportunity to create a shopping experience dedicated to teens. Arizona Jeans brand had a sitelet to do just that.{AZ} Lounge creative developed a seasonal showcase to give the young customers a unique and engaging experience. The strategy was to build loyalty among this generation and compete with other pre-teen/teenager retail audiences.
On the Arizona landing page she developed creative to lure their young audience to two unique experiences, allowing teens to get ideas for current trends_ the winter season merchandise, and a denim guide.
"Ways to Winter" took the form of a paper doll lookbook that broke out into four different styles. A mountain, grunge, eclectic and skater-type styles were available for both girls and boys. JR illustrated simple, clean but dynamic atmospheres of "paper" that matched each trend. It was important to her to create a some what tangible approach to shopping online. Showing articles of clothing up close, with details either seen or described met shoppers needs to make a decision to purchase online. Texture, unique details and adornments attract shoppers to buy online.
Shoppers get a depth of trending ideas, and what to wear their favorite pieces with other items they already have in their closets. Through this engaging experience shoppers ultimately were driven to the transaction.
The Denim Guide showcased the main business of Arizona's brand — jeans! From the {AZ} Lounge experience teen shoppers could clearly see the differences between style and fit. The trend at the time was heavily influenced with vintage flare. JR designed this online atmosphere with eclectic shapes, textures and patterns with rich and tangible layers to reflect a vintage-eye appeal. The tarot card feel gave the experience a level of romance that not only teens would relate, but creatively suggested everyone needed a pair of jeans that met needs of denim shoppers.
The "Mood Match" experience was created for the spring collection and replaced the "Ways to Winter" experience. As we all have experienced our teen years, emotional needs are definitely in the forefront of our intense and somewhat confusing lives. As a creative team, JR approached the {AZ} Lounge spring season with uncertainty and created a color or rather mood influenced experience. Shoppers could play with new-aged confidence of what to wear based on their mood.
