Tag: E-commerce

International Women’s Day Campaign

This campaign was created for International Women’s Day and combined a brand message around women empowerment with a limited-time promotional offer of up to 30% off selected styles.

The campaign was translated across multiple digital channels including email, website banners, app banners, paid social advertising and organic social media.

Campaign Execution

The campaign visual system was adapted across several digital touchpoints while maintaining a consistent identity and message.

Social Content

The campaign included a video message from founder Marlies Dekkers shared on social media to celebrate International Women’s Day and reinforce the brand’s philosophy around women supporting women.

In addition, promotional visuals were shared through posts and stories to highlight the limited-time offer and direct traffic to the website.

Paid Advertising

Paid social ads were used to drive traffic to the promotion. To better understand which creative direction resonated most with the audience, two variations were tested.

Creative Testing

Two creative approaches were tested within paid advertising:
Variation A emphasized the promotional message through a text-focused visual.
Variation B focused on model imagery and product storytelling.
The goal was to compare engagement and click-through performance.

The model-focused creative generated higher engagement and click-through rates, indicating that human presence and product context resonated more strongly with the audience. This insight helped inform future campaign creative decisions.

The campaign successfully combined a promotional offer with the brand’s empowerment message. Across channels, the campaign maintained a consistent visual identity while driving engagement and traffic during the promotional period.

This project was created as part of my role at marlies|dekkers. All photography, brand assets and written content belong to the company and are displayed here for portfolio purposes only.

Optimizing the Fit & Size Guide

The Fit & Size Guide had grown over the years and became a mix of different layouts and structures. During the migration to Shopify, this was a good moment to improve clarity and bring everything into one consistent system.

The goal was not to redesign everything visually, but to make the guide easier to understand, easier to use and help customers move confidently from learning to shopping.

Project Context

The brand works in the luxury lingerie and swimwear segment, where fit and style clarity are very important. The Fit & Size Guide includes several educational sections: bra shape explanations, measuring instructions, care guidance and size information.

Because the platform changed, all pages had to be rebuilt. This gave the opportunity to simplify the structure and make the experience more consistent across devices.

The Challenge

Customers frequently struggled with:

  • Understanding differences between bra categories (balcony, plunge, push-up, demi, etc.)
  • Scanning technical explanations
  • Navigating multiple educational pages
  • Connecting style explanations to real product visuals

Design Approach

The focus was on improving structural clarity while maintaining the established brand identity.
Key improvements included:

  • Standardizing layout across bra categories
  • Introducing modular content blocks
  • Improving hierarchy between educational content and commercial CTAs
  • Replacing abstract technical illustrations with model-based visual clarity
  • Optimizing content flow for mobile-first readability

Standardized bra category module.

Educational Structuring

To make the content easier to scan, long texts were divided into collapsible sections. Each bra category page now follows a clear structure: At the top, users see a concise technical explanation of the bra type (for example: What is a balcony bra?). This section explains the cut, support structure and visual characteristics. Below that, an accordion brings together selected FAQ questions from across the website that are specifically related to that bra style. Instead of users searching through different help pages, the most relevant questions (such as differences between balcony and full cup bras) are grouped directly under the category.

This creates a layered learning experience:

  • First: understand the style
  • Then: explore specific questions
  • Finally: move to relevant products

Under the educational content, a recommended product carousel displays matching balcony bras. This directly connects learning to action, supporting both customer confidence and conversion. The modular structure makes the system scalable across all bra categories and allows future updates without redesigning the full page.

Instructional Flow

The measurement page was redesigned to combine clear step-by-step instructions with strong visual support. The layout was simplified to make the steps easier to follow, especially on mobile.

Implementation Within Shopify

The system was built using modular Shopify sections to ensure consistency and scalability. Reusable content blocks were structured to allow efficient updates and future integration. The redesign focused on optimizing clarity within platform limitations while preserving brand consistency.

This project was created as part of my role at marlies|dekkers. All brand assets and imagery belong to their respective owners and are displayed here for portfolio purposes only.