Case Study | Apparel
About
Dickies is a classic American workwear brand that has produced workwear reflecting the quality and grit of American workers since 1922. The brand serves audiences from traditional workwear customers to skateboarders and baja racers.
Mandate
Dickies sought a new site design that optimized shoppability and emphasized a clear and customer-friendly experience. Following an internal rebranding process, they aimed to relaunch their brand to increase conversions and improve engagement with their core audience.
Approach
Third and Grove crafted an inspired new look to more meaningfully connect with Dickies' audience through a strategic integration of content and commerce. A fresh ecommerce design system enabled Dickies to relaunch their brand with an emphasis on shoppability and brand storytelling.
An inspired new look
Third and Grove built Dickies' online experience to resonate with their audiences – from traditional workwear customers to skateboarders and baja racers – through updated imagery, typography, and unique iconography.
Shoppability takes center stage
Using UX best practices, Third and Grove created a highly shoppable customer experience with clear and updated interactivity, making it intuitive to navigate and easy to locate products.
Elevated storytelling
Third and Grove built a library of flexible content modules integrating merchandising and storytelling throughout the digital experience that allow Dickies to engage their audience through impactful visual narratives.
New iconography makes a statement
Third and Grove conceptualized and reimagined a new icon set to replace Dickies' existing iconography, making a clean and cohesive look with icons that are easy to understand.
Originally delivered by Elva, now part of Third and Grove.
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