Overview
This heritage brand was established in 1947 with a modest souvenir cart outside Fenway Park and has since grown to become a representation of fine craftsmanship in sports clothing and headgear. The brand, which has strong roots in Boston, has been producing high-quality, classic items that honor the game's spirit and all types of fans for more than 75 years.
Challenges
It presented a special challenge to design the digital experience for a brand with such a rich history: maintaining the nostalgic and historical feel while providing a modern, streamlined e-commerce platform. In order to accommodate a growing global audience, it was crucial to incorporate storytelling into the user journey in a seamless manner, maintain consistency throughout decades of product evolution, and implement strong functionality. One of the main challenges was juggling high-performance technology, merchandising scalability, and emotional branding.
Results
The new digital platform successfully honored the brand’s legacy while delivering a smooth and engaging user experience. Rich graphics, design cues influenced by heritage, and an easy-to-use interface improved both the narrative and the shopping experience. Mobile conversions, returning customer rates, and user engagement all significantly increased on the website. The brand has cemented its place in the hearts—and wardrobes—of both new and devoted fans by fusing innovation and tradition.