Turning Pink
An online platform for tailoring the perfect shirt
Popular in the late 80s with city traders and power brokers London’s financial district, Pink Shirtmaker (part of the LVMH group) was synonymous with fine british tailoring. Rebranded from Thomas Pink in 2019, the shirt maker made the move to a more upmarket luxury offering, focusing on hand crafted tailoring and premium fabrics. Along with refreshing their collection, the company was laser focussed on the delivering the best online customer experience. Ultimately, this translated to the need for some form of product customisation. With that in mind, the digital marketing team at Pink looked to the INDG creative team to improve their online ‘made to measure’ shirt buying process.
After some research and a visit to the flagship store in London’s Mayfair the result was straightforward. A web based application that walks the consumer through the steps of creating the ideal shirt. Hidden in the simplicity was intuitive UX elements to guide the selection journey ranging from choosing colour and fabrics, to specifying tailoring details and adding a personalised monogram.