Keep Calm And Hug An Editorial Assistant

There’s a phenomenon in the digital retail world more headache-inducing than any Christmas campaign (as it happens twice a year) – it’s the launch of new season! The make-or-break for brands as they set the stage for what the next few months will look like – until Mid Season Sale I suppose, when everything doesn’t really work anymore visually against acid bright pink, red or yellow signage.

Brands can either go down in case study history with all things tech, editorial and social for their new season launch – or simply position themselves into new season with a change of graphics and a look book. But where’s the fun in that? In either case, it’s all hands on deck graphic designers and content editors!

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For me, one of the best things to come from the January blues, besides Clearance, is that the wait isn’t too long after to see all of what new season brings. Much like Christmas sales, ‘new season’ starts earlier and earlier every year. As Spring/Summer ’14 starts to show its merit, the early birds this year – Whistles, Coast, Monsoon – so far haven’t disappointed.

And if all else fails, there is nothing like stripping back to the bare basics, literally – asking your team, what do we want this website to do? Shop? Check! Have a simple navigation? Check! Maybe some delivery info too… Check!

Antoni & Alison may have the answer with their brave, no-frills-yet-all-thrills minimalist design. This could be my favourite website redesign of the year! There simply are no words…

Antoni & Alison

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