ON ANY GIVEN MONDAY* (OAGM) was appointed to design a landing page for elkline’s Autumn/Winter 2018/19 collection. The objective: get existing customers excited about the new products and introduce the brand to new customers.
With their new Autumn/Winter 2018/19 collection, the Hamburg-based (Germany) outdoor apparel manufacturer set a clear statement: elkline customers can roam the outdoors in the morning and mingle with the city crowd at night – in the same outfit. To illustrate that “functional” and “fashionable” go hand in hand, OAGM launched a landing page for the new collection that proved this point in text and design.
strategy and implementation
OAGM developed a three-part landing page concept: women, men, and travel. In every category, only a select number of items were displayed – corresponding photographs and product texts highlighted core features such as functionality and material and told emotional short stories about every product. They encourage the customers to put on their winter boots, zip up their waterproof jacket, and explore the outdoors. To stimulate imagination and curiosity further, OAGM based the “Travel” category around travel photographer Peter Gebhard’s personal adventure: in his VW Bulli, Peter drove around Island and captured unique moments on camera.
OAGM created a landing page that speaks to all senses and invites the customers – new and existing – to buy their new favorite items in elkline’s online store as they browse the launch pages. Primarily, this new landing page concept was designed to boost elkline’s online business and the product brand by evoking emotions connected to the outdoors and urban living.
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