KÜHL
Pandemic-Proof eCommerce
With Capicua taking care of its marketing, UX, and graphic design, KÜHL offers high-quality eCommerce experiences for outdoors-life enthusiasts.
Mission
KÜHL is a Utah-based clothing company established in 1990 by a group of outdoor sports enthusiasts. Among its catalog, it offers high-quality hiking pants, shorts, performance shirts, outerwear, and outdoor clothing.
Impact
While the company works with different hiking-related items, such as articulated knees, gussets, stretch panels, and reinforced pockets, its differential factor is its products' durability and long life. As a result, its clothes keep up with its users’ lifestyles.
Services
The business was looking for a team with web design expertise to achieve its best results while further needing assistance in designing materials, like email marketing campaigns. Since the beginning, we have played a key role in KUHL’s eCommerce and branding.
Goal
The main goal for this project was to upgrade KÜHL’s vision in terms of tech use and branding.
Story
It was in 1990 that a group of outdoor sports enthusiasts started KÜHL in Wasatch Mountains, Utah. Since then, KÜHL has defined itself as an independent brand: it has no shareholders or VC investors, and it has no private equity, paid celebrities, or athletes.
Likewise, the challenging geographical conditions of its place of birth were key in teaching the team behind KÜHL that independence can thrive with courage and humility. The combination of these values has still risen as a powerful competitive advantage over thirty years since the brand’s foundation, with clients as the biggest asset and customer satisfaction as the growth fuel.
Challenges
The first dare of our partnership with KÜHL was to redesign their website to achieve better results within e-commerce, both in revenue growth and in usability and navigation. The venture also wanted to redesign promotional materials, so the main challenge for Capicua’s team was to upgrade the overall brand and user experience while remaining faithful to the brand’s origins and story.
Strategy
We delivered a solid rebranding of the KÜHL brand with a cleaner, more contemporary look and feel. This visual iteration also included a straightforward interface with mobile responsiveness for its site and a more intuitive structure for navigation purposes, with dedicated product and checkout pages. Our team also provides KÜHL with sets of templates with a variety of creative choices so we can dynamically collaborate in iterations and testing to answer specific segments' needs.
Design
Given that KÜHL has a specific audience, we followed its style guidelines to ensure no changes would feel abrupt for its long-term customers, yet we were able to embrace UX UI Design best practices and move to more clean interfaces.
Technology
We developed KUHL’s website through Elegant Theme’s Divi for WordPress to deliver a fantastic online store structure while improving its on-page experience. This theme was combined with Figma for interface and experience design.
Worth Mentioning
Since our first encounter, we have developed an excellent relationship with KÜHL, which is why we continued to participate in several projects with the brand. A great example of these projects includes designing marketing pieces and maintaining its website. After COVID hit, KÜHL had an 80% rate of online sales, with Capicua leading its e-commerce and digital marketing strategies.
Related Work
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