Created 30 years ago by Totón Comella, TCN is a premium clothing brand from Barcelona. In an attempt to broaden their horizons, they're reaching out to a younger generation as well as new markets with their sights set especially on the UK. To do so, their plan centered around three axis: the collections, the shop and the web, the latter of which is our expertise and where we jumped onboard.
In order to highlight the new brand values and emphasize the brand’s premium qualities, we redesigned the whole website as well as streamlining the entire shopping experience.
To do so, not only did we run a competitive benchmark but also undertook a thorough research process. We got in touch with clients, reached out to customer services, visited shops and held a workshop with the creative director, Asier Tapias, to better understand the collections.
After all the groundwork, it was clear what had to be done. The new design would accommodate a creative concept to introduce the brand values: elegance, simplicity and attention to the detail as well as build up the ratios through an user friendly interface.
Their creative concept revolves around TCN's female world. Her likes, her interests, what makes her tick. Short content capsules where everything shown (the clothes, the details and environments) suggest a romantic, sexy, sophisticated lifestyle. Fun and tender, these capsules not only function independently but also connect to tell a “bigger story” that captives the viewer whilst introducing the new collection.
In order to make users life easier and offer more fluid browsing, the cart is accesible directly from the homepage. No need to visit the product grid, making for quicker and more pleasant way to shop.
After the makeover, with its three core pillars (design, usability and creativity) the website not only conveys TCNs brand essence, it also secures a position near the top of the world of fashion.