The Frye Company Website Redesign

The new Frye.com takes the product focused brand beyond its heritage roots and captures the bold fashion forward personality of the store in a clean and classic way online. The design brings the emotional story of the products to life; from the creation of leather to the craftsmen that work with it. We refined Frye's brand and developed new content to help frame a more fashion forward positioning and broadened reach through social channels. The team reshot the entire product catalogue to make the site much more tactile; highlighting the uniqueness of the leather. We increased e-commerce performance by introducing new concepts such as ‘Collection pages’ to drive increased average order value and used ‘boot silhouettes’ to create a more seamless way to filter and navigate the site.