THE TAILORY NEW YORK WEBSITE REDESIGN

The Tailory New York believes that gender-neutral defines fashion. We serve customers all around the world with tailoring and alterations through appointments and online retail. The combination of the artistry of traditional tailoring techniques and the innovation of modern design aims to address the challenges that the conventional ready-to-wear industry is facing, such as lack of personalization, quality instability, environmental and ethical issues, and so on. The brand value "fashion is diversity, fashion is being yourself" inspires The Tailory New York to help all gender groups achieve self-value and seek confidence in clothing expressions.
With the development of the brand, non-binary from social media platforms have risen to 90% of the total online customer base, which causes the renewal of the website and inclusive brand identity to adapt to the shift of customer segment as a priority. Minimalism is the best way to convey individual variety and uniqueness. To eliminate the sense of gender differentiation developed in the early stage of the brand, the renewed brand identity blurs the sense of boundaries created by gender conflict, and also naturally aligns with the brand value by setting the color system to black, white, and gray.
“Providing fully personalized and comely garments through the convenient online customization process while allowing everyone to participate in and enjoy the design process” has always been the business philosophy of our e-commerce. While the pandemic has converted consumer performance trends to e-commerce, the fashion industry is one of the markets that haven’t escaped from the impact of COVID-19. Our unique selling proposition with AI Technology aims to enrich the user experience to cope with the impact of the pandemic. Aware of the limitations of AR technology in e-commerce, The Tailory through the “Be Model, Be Yourself” campaign rouses self-awareness and announces the birth of a multifunctional AI fitting room that possesses virtual try-on clothes with new AI shopping and social media sharing features. The traditional e-commerce based on the live-action model showcase of ready-to-wear has been changed in this way, also increasing e-commerce ROI and online impact of the brand.