Sussuration – Conceptual E-Commerce Brand for Silent Luxury
Inspired by the growing trend of 'silent luxury,' Sursurration was born to offer an understated elegance through a curated selection of high-quality staple pieces. This minimalist e-commerce store caters to a discerning clientele who appreciate refined craftsmanship and timeless design. Sursurration’s collection speaks to those who value sophistication in simplicity, creating a seamless shopping experience for the modern, affluent consumer.
Role
UX/UI Designer · Visual Strategist · Branding & Identity
Tools
Figma · Illustrator · Photoshop · Adobe Fonts · Pinterest (Moodboard/Trend Research)
THE BRIEF
The current trend in the fashion space is "silent luxury," so I decided to create an e-commerce shop that embodies just that! Sursurration is A Minimalistic E-commerce Store of High-Quality Staple Pieces for the Wealthy
Background: Susurration is an e-commerce store that provides high-quality, minimalistic staple pieces for the wealthy. The brand aims to offer a curated selection of wardrobe essentials made from luxurious fabrics built to last. "Susurration" refers to the soft sound of a whisper or rustling, emphasizing the brand's understated elegance and focus on quality.
Target Audience:
The target audience for Susurration is affluent individuals who value quality over quantity and appreciate minimalistic design. They are fashion-forward, but not slaves to trends, and prefer to invest in pieces that they can wear for years to come.
Key Message:
Susurration is the ultimate destination for the wealthy who seek high-quality, minimalist staple pieces made from luxurious fabrics that will last a lifetime. Our curated selection of timeless wardrobe essentials is designed for those who value quality over quantity and appreciate understated elegance. At Susurration, we believe that less is more, and that investing in quality pieces is the key to building a timeless wardrobe that will stand the test of time.
THE PERSONAS
The objective of this case study was to explore the high-end fashion market and gain insights into consumer behavior and preferences for minimalist, high-quality staple pieces similar to The Row, Celine, and Brunello Cucinelli. To achieve this, I conducted both quantitative and qualitative research.
Through online surveys targeted at individuals who have purchased high-end fashion items in the past year, I gathered quantitative data. The survey results showed that a majority of respondents valued high-quality materials and craftsmanship, as well as timeless design. They also expressed a desire for sustainable and eco-friendly fashion.
In-depth interviews with individuals who regularly shop for high-end fashion provided qualitative insights into the emotional aspects of luxury fashion, such as the desire for exclusivity and the ability to express oneself through fashion. Interviewees also expressed a desire for personalized customer service and a seamless shopping experience.
My findings indicate that there is a demand for high-quality, minimalist fashion pieces that are both versatile and timeless. Consumers are willing to invest in high-quality materials and craftsmanship and are increasingly interested in sustainability and eco-friendliness in fashion. Additionally, consumers value personalized customer service and a seamless shopping experience, both online and in-store
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Based on these insights, I recommend that Susurration focuses on offering a wide selection of minimalist, high-quality pieces that are versatile and can be worn in both casual and professional settings. I also recommend emphasizing sustainable and eco-friendly materials and offering personalized customer service to enhance the shopping experience. Finally, I recommend investing in both online and in-store experiences to cater to consumer preferences.
This case study provides valuable insights for brands targeting the high-end fashion market, particularly those specializing in minimalist, high-quality staple pieces. By understanding consumer preferences and behaviors, brands can tailor their offerings to meet demand and create a personalized, seamless shopping experience that sets them apart from the competition.
WEBSITE DESIGN
Usability and functionality were at the forefront of this e-commerce site. We prioritized the user's time, ensuring products could be located quickly and seamlessly for an effortless shopping experience.
THE STYLE GUIDE
Susurration's mood board utilizes neutral colors, such as deep green, off-white, and beige, to create a sense of sophistication, elegance, and timelessness. The use of these colors reflects the brand's focus on minimalism and high-quality materials.
Deep green, as the primary color, represents luxury, wealth, and abundance, which speaks to the brand's target audience of the wealthy. The color off-white conveys purity, simplicity, and minimalism, which aligns with Susurration's brand values. Beige, on the other hand, symbolizes comfort, stability, and practicality, which underscores the brand's focus on creating high-quality and timeless pieces.
Color Palette:
The psychology behind the use of these colors is that they create a calming and soothing effect, which is crucial in the luxury fashion industry. The neutral colors help to evoke a sense of calmness and relaxation, which encourages customers to take their time browsing the products and to feel at ease while making their purchases. The combination of these colors also creates a sense of elegance and sophistication, which aligns with the brand's aesthetic and target audience.
The primary color for Susurration is deep green, which represents luxury and abundance. The off-white and beige colors convey a sense of simplicity, purity, and practicality. The color palette creates a calming and soothing effect and evokes a sense of sophistication and elegance.
Overall, the use of deep green, off-white, and beige in Susurration's mood board helps to create a timeless and sophisticated brand image that appeals to the luxury fashion market. The colors convey a sense of luxury, simplicity, and practicality, which align with the brand's focus on minimalism and high-quality materials.
Typography:
For the main typography, Ginger is used as the primary font. Ginger is a classic serif font that aligns with the brand's focus on timelessness and sophistication. As a complementary font, Montserrat is used to providing a modern twist to the classic serif font.
The typography for Susurration is designed to reflect the brand's focus on timelessness and modernity. The main font used is Ginger, a classic serif font that provides a timeless and sophisticated feel. The complementary font is Montserrat, a modern sans-serif font that adds a touch of modernity to the classic serif font. Together, the combination of these fonts creates a cohesive and consistent visual identity for the brand. The typography is clean, simple, and elegant, aligning with the brand's focus on minimalism and high-quality design.
Overall, the typography reflects the brand's focus on creating timeless and sophisticated pieces for the luxury market.
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MONTSERRAT
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Ginger