Fashion E-commerce Website
Ping He is a leading international fashion designer who has worked at the best high fashion houses. Ping was Design Director for global brand Aftershock, where Ping’s biggest fans included Madonna and Uma Thurman. In April 2011, PINGHE’s own label launched in London, with support from Harvey Nichols. She needed a cutting edge website ready to coincide with her SS14 collection launch at London Fashion week.
At Honest, I lead the design of this fashion e-commerce website from initial pitch through to final delivery. The brief was to create a visually striking, elegant website which would showcase the PINGHE collection.
The new PINGHE website is a fully responsive e-commerce website, allowing users to browse and purchase products on any device.
This site is more than just a store, it aims to capture the PINGHE brand essence of 'Elegant Resistance', the mood of PINGHE’s collection. We proposed an interactive brand video on the homepage which would create an experience closely linking the brand engagement and marketing with the ecommerce aspect. Allowing a customer to immerse themselves in the brand while at the same time having the ability to ‘impulse purchase’ during that experience was the key thought. The idea being to give the customer the ability to pause to view details of the product in the video at any given point and go on to purchase if desired. Rather than creating separate routes through the site to the marketing and shop sections we recommended using every opportunity to subtly encourage customers to purchase products. This video could also be replaced by PINGHE with brand images at other times.
An understated but refined look and feel, Rich content, user interaction, behind the scenes news and social content were the key ideas which informed the design and structure of the website.
'Studio' behind the scenes