Going direct-to-consumerthrough elevated e-commerce.
Race Face
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Digital evolution within the cycling industry has empowered consumers to be more self-directed when researching and shopping online for the products that best suit their needs.
As a category leading brand, Race Face has built a loyal customer-base of adrenaline seeking cyclists in search for new ways to improve performance through advanced components.
While positioning was strong and brand reputation unmatched, Race Face had not yet begun to leverage online channels to build community, drive sales, and engage customers.
To get there, Race Face tapped our team to lead end-to-end CX planning and the launch of a new flagship e-commerce site that pivots the brand towards a direct-to-consumer model.
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Whether on the road or on the trail, we designed the new Race Face e-commerce site to reach riders whenever the need for a new component might come up. And that means a site designed for mobile, because we know, sometimes you just need to find that replacement part.
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Built on a scalable multi-brand platform –
Launched on Shopify Plus and integrated with a PIM and ERP, the Race Face site was built to scale. As part of the Fox Factory family of brands, we developed the technical architecture to support multiple sites across a shared infrastructure, creating value in continuity and efficiency across the brand portfolio.
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Elevated visuals –
As a premium cycling brand, quality is in every detail of the Race Face product lineup. We brought the brand’s ethos of craft and innovation to life through a photoshoot featuring the full range hard and soft goods.
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