Anita Dongre is an Indian Luxury Fashion Designer, who has been in the market for decades. There are two key luxury brands “Anita Dongre” and “Grassroot” under her luxury umbrella.
VMLY&R had been tasked with revamping the user experience and visual journey on the website for both, a US luxury consumer looking to shop for sustainable contemporary fashion (Grassroot) as well as an Indian consumer looking for rich ethnic wear (Anita Dongre Wedding).
The main challenge the brand was trying to solve through their new website was to create a separate brand identity for two of its brands without alienating the user from the other.
Given the consumer set for both brands is vastly different, it is key for users to have a different “online in-store” experience in line with respective brand stories
