Carhartt Work In Progress

Reshaping the Carhartt workwear legacy


Shopify Plus





UX Design

Visual Design

Content Strategy

Front End Development

Platform Migration

Systems Selection

Systems Integrations

Segmentation & Personalization

The Challenge

Shipments were happening from the German headquarters, the visual identity was disjointed for the U.S. site, and simple administrative tasks were proving difficult. If Carhartt WIP wanted to scale in the U.S., a migration to U.S. centric operations, a re-imagination of the digital experience, and a re-platform were sorely needed.

The Solution

Verbal+Visual leveraged data and learnings from the global site experience to create an optimized North American digital presence. By migrating all operations, including fulfillment and 3rd party vendors to the United States the Carhartt WIP team is able to effectively manage their entire experience in-house. Shopify Plus serving as the foundation also allows for continued growth and rapid scaling as the company continues to grow. The passionate North American customer base is now able to order hassle-free, leading to a sizable increase in revenue.

A segmentation & personalization strategy was implemented to create hyper-personalized experiences. In other words, the site gets smarter as you shop. This has lead to a more engaged experience and a more efficient path to purchase, which has increased engagement and revenue.

Strong focus on layouts and UX starting at low fidelity ensured that the usability of the site was the primary focus. With such a strong brand identity to build upon for the visual styling, it was vital to nail the customer experience to ensure the path to conversion was a breeze and to promote discoverability.

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

Steve Wolski

General Manager North America

Carhartt WIP

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