The Challenge

  The Carhartt team came to Verbal+Visual at an exciting inflection point. The rising streetwear brand was in a transitional period, picking up exponential momentum causing them to have a renewed focus on international expansion and growth ambitions for the North American market (Carhartt WIP). Yet, their digital platform needed to be overhauled in order to keep pace with the brand’s acceleration. They came to us with a desire to establish the foundations of a highly performative digital flagship experience for the US, one that captured the unique editorial nature of Carhartt.



Shopify Plus Redesign + Development Conversion Rate Optimization Strategic E-Commerce Roadmapping UX/UI, Dev, Content + Ops Planning Customer Surveys + User Testing Responsive Modular Design System 3rd Party Platform Integrations + Configurations CX Testing + Optimization Strategic E-Commerce Consulting Conversion Rate Optimization


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Our Impact In Numbers


Increase In CVR


Increase In AOV


ROI within 2 months

Through collaborative working sessions, we mapped a previously custom (and complex) e-commerce platform to Shopify plus with a focus on building a scalable infrastructure. Our goal was to ensure Carhartt WIP was leveraging Shopify Plus functionality in the most powerful way – allowing us to spend more time on high converting custom features.

1. Migrate from a Custom platform to Shopify Plus across the North American sales channels (DTC and POS) at a brand and operations level.

2. Growth via product expansions, store expansions, and using customer data + insights to drive roadmap decisions such as a shoppable lookbook, store expansions, and further integration with the master Carhartt brand site.

3. Improve conversion through strategic evaluation of CRO and e-commerce UX best practices that best serve the larger Carhartt WIP business and brand ambitions

Operationalizing North America

We leveraged data and learnings from the global site experience to seamlessly and efficiently shift fulfillment from German HQ over to their U.S. warehouse – integrating shipping and returns directly with Shopify Plus.

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Robust paths to purchase

Developed and implemented a digital strategy that focused on hyper-personalized experiences by re-merchandising product listings to allow for showcasing products a customer would be interested in based on activity across site.

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Shoppable Lookbook

We leveraged extensive user testing and data analytics to identify areas of opportunities to provide the customer with a more personalized product discovery experience. The “Lookbook” functionality allows the Carhartt WIP team to curate branded looks for the customer and present them in a seamless way without losing focus on conversion.

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“We always felt we were in good hands with V+V. They were accessible, responsive, and knowledgeable, and provided straightforward technical solutions over the course of an ever-evolving project.”

Steve Wolski

Carhartt WIP General Manager, North America