New image-led Ann Summers website ‘doesn’t play it safe’

Posted on October 22, 2020 by Jonathan Symcox

Ann Summers 2

Iconic lingerie brand Ann Summers has launched a dynamic new website. 

The multi-channel retailer said its bold new look, designed by agency Dept, celebrates the diversity of its products and customers with a bold, image-led design. 

Since the first Ann Summers store opened in 1970, the brand has trailblazed its way to dominating the market with innovative product development and unconventional marketing tactics. It has a long history advocating for sexual liberation and breaking down taboos surrounding female sexuality.  

“Ann Summers is a brand for everybody, so its new website is designed to appeal to a diverse audience with different tastes and preferences,” said Adam Bee, Head of Design at Dept. 

The lifestyle videos and photography celebrate diversity across adult age groups, body shapes, skin colours and types of relationships. 

Ann Summers

“We didn’t play it safe with the design: a light and dark mode interface was created to alter the mood as the user enters a more risqué section. The entire brand experience changes.  

It’s surprising, provocative, exciting and really sets the stage for the products.” 

With playful messages like ‘Welcome to the Wild Side’ and seductive colours, noticeably different from its core pages, Ann Summers is aiming to divide its product lines to effectively engage specific audiences. 

Ann Summers

Dept and Ann Summers have a long-term digital partnership, with the agency having originally built its eCommerce platform in 2015. As part of the redesign, Dept has also enhanced the functionality of the website.  

Ann Summers

Ann Summers was re-platformed to the newest version of Salesforce Commerce Cloud, allowing us to augment existing, and some new, customisations providing customers a seamless journey regardless of what device they are using,” said Jonathan Whiteside, principal technology consultant at Dept.  

The website is now mobile responsive and has improved international capabilities, with automated currency conversion and shipping information.  

New payment methods were also integrated to include Klarna, PayPal, Amazon Pay and Apple Pay. 

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