Iconic lingerie brand Ann Summers has launched a听dynamic听new website.听
The听multi-channel retailer听said its bold new look, designed by agency Dept, celebrates the diversity of its products and customers with a bold, image-led design.听
Since the first Ann Summers store opened in 1970, the brand has trailblazed its way to dominating the market with innovative product development and unconventional marketing tactics.听It听has a long history advocating for sexual liberation听and听breaking down taboos surrounding female sexuality.听听
鈥淎nn Summers is a brand for everybody, so its new website is designed to appeal to a diverse audience with different tastes and preferences,鈥� said听Adam Bee, Head of Design at Dept.听
鈥�The lifestyle videos and photography celebrate diversity across adult age groups, body shapes, skin听colours听and types of relationships.听
鈥淲e didn鈥檛 play it safe with the design:听a light and dark mode interface was created to alter the mood as the user enters a more听risqu茅听section. The entire brand experience changes.听听
鈥�It鈥檚 surprising, provocative, exciting and really sets the stage for the products.鈥�听
With playful messages like 鈥�Welcome to the Wild Side鈥� and seductive听colours, noticeably different from its core pages, Ann Summers听is听aiming to听divide its product lines to effectively engage specific audiences.听
Dept and Ann Summers have a long-term digital partnership,听with the agency听having originally built its eCommerce platform in 2015. As part of the redesign, Dept has also enhanced the functionality of the website.听听
鈥�Ann Summers was re-platformed to the newest version of Salesforce听Commerce Cloud, allowing us to augment existing, and some new,听customisations听providing customers a seamless journey regardless of what device they are using,鈥�听said听Jonathan Whiteside,听principal听technology听consultant at Dept.听听
The website is now mobile responsive and has improved international capabilities, with automated currency conversion and shipping information.听听
New payment methods were also integrated to include Klarna, PayPal, Amazon Pay and Apple Pay.听