Everything But
The Dress

Client
Kurt Geiger
Industry
Fashion / Retail
Deliverables
Email Marketing, Website, Mobile App, Lookbook, In-store Interactive Display
Tools
Magento, Bootstrap, Figma, Photoshop, Illustrator, Indesign,
overview
Kurt Geiger is a British fashion retailer and luxury footwear brand known primarily for its distinctive shoes.

The brand operates across multiple digital and retail channels, serving a global customer base.

Their introduction of "Everything But the Dress" was to build a strong visual identity to promote the inclusion of handbags and accessories.
project scope
I was challenged to ensure brand consistency across multiple platforms, including e-commerce, marketing, and digital touchpoints, therefore incorporating UX at the forefront.

With content being delivered across different channels, it was important to maintain a cohesive look and feel that reflected the Kurt Geiger brand.
challenges
A key challenge in meeting the project scope was maintaining a consistent brand experience across multiple platforms while working within existing systems, content requirements, and stakeholder expectations.

Differences in platform capabilities and implementation standards created inconsistencies in how the brand was presented.

To address this, I reviewed user-facing touchpoints, identified gaps in brand alignment, and applied solutions that ensured a cohesive and recognisable experience across all channels while meeting project deadlines and business objectives.

This project now serves as a benchmark for all of our future campaigns

Result
Delivered at a time when in-store touchscreen technology was still emerging, the project provided an innovative retail experience that was positively received by both the client and end users.

Its success not only validated the approach but also laid the foundation for a long-term partnership, resulting in several years of ongoing collaboration across multiple digital and customer experience projects.

"Andy always puts the customer at the core of everything he does."

Charlotte Gilmore
Kurt Gieger