Making E-Commerce More Inclusive: Work & Co Reimagines Addition Elle

Addition Elle has relaunched its e-commerce platform to better meet the needs of extended-size shoppers. Work & Co partnered with the company—which is owned by Canadian retail giant Reitman’s and partners with high profile celebrities like Ashley Graham and Jordyn Woods—to reimagine its brand and how it comes to life online.

“This was a unique chance to partner with a forward-thinking company that sees the massive opportunity in delivering an inspirational, instructional shopping experience to women who have lacked—and long deserved—modern e-commerce,” said Rachel Bogan, Partner of Product Management at Work & Co.

She added that the project to revamp the Addition Elle digital store from the ground up “was one of the tightest collaborations I’ve ever seen with a client.”

Noted Parker Sapp, Director of Product: “Our team partnered extremely closely with their brand, technology, merchandising and marketing leadership from the outset. Their close involvement helped us to iterate quickly and complete the project in just under six months from start to finish.”

Following extensive testing with users in the US and Canada, a big focus of the project was delivering a site that’s not only optimized for conversion, but also fun to explore. The new Addition Elle is educational, helping women to experiment with fashion more confidently.

Other noteworthy points about the redesign:

• Getting to the right fit fast was a priority, so we reflected that within the PDP design, making sure to build in lost of angles, full page zoom, and prominent video assets that help shoppers find the right size. Highlighted fit tips and product reviews further provide shoppers with useful information.
• A new stronger visual brand, refined typography and a richer, editorial photo style bring the new brand to life. Elevated product photography and a strong point-of-view on outfitting create an inspiring and educational shopping experience
• A flexible set of templates and components enables Addition Elle to operate a digital storefront focused on fashion – quickly bringing editorial stories to the customer with each new season or trend.

Said Addition Elle’s VP of Digital Strategy Elara Verret: “As we embarked on evolving our brand holistically, we knew it was critical to marry inspiration with improved functionality across all digital channels,”. “In a matter of months, Work & Co was able to deliver an elevated, enhanced shopping journey for our customers. Not only are we bridging the physical and digital experience—making it seamless for the Addition Elle shopper on the go—but we are effectively raising the standards for extended-size shoppers.”

Read more in Glossy and Ad Age.