{"id":4255609,"date":"2023-06-01T15:48:28","date_gmt":"2023-06-01T13:48:28","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/eine-neue-branded-experience-plattform-fuer-dorothee-schumacher\/"},"modified":"2025-06-26T13:27:35","modified_gmt":"2025-06-26T11:27:35","slug":"eine-neue-branded-experience-plattform-fuer-dorothee-schumacher","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/de-dach\/case\/eine-neue-branded-experience-plattform-fuer-dorothee-schumacher\/","title":{"rendered":"Eine neue Branded Experience Plattform f\u00fcr Dorothee Schumacher"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Dorothee Schumacher<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Eine neue Branded Experience Plattform f\u00fcr Dorothee Schumacher<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/06\/DS_Case_Mockup_Slide_1920x1080_Mood_01-2.jpg\"\n\t\t\t\t\talt=\"A new branded experience platform for Dorothee Schumacher\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCustomer Experience\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tTech &amp; Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Bereits seit 2010 begleitet DEPT\u00ae das Fashion Label <a href=\"https:\/\/www.dorothee-schumacher.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dorothee Schumacher<\/a>. Seitdem wurden in enger Zusammenarbeit regelm\u00e4\u00dfige Relaunches des Onlineshops realisiert. In der schnelllebigen Modewelt ein Garant, immer am Puls der Zeit zu bleiben und ihr sogar den entscheidenden Schritt voraus zu sein.\u00a0<br><br>Nach der jahrelangen erfolgreichen Zusammenarbeit war es f\u00fcr das Team von DEPT\u00ae eine gro\u00dfe Freude, die Plattform 2022 erneut weiterzuentwickeln. Das Ziel des aktuellen Relaunches war das Upgrade auf eine State-of-the-Art-L\u00f6sung, die Entwicklung einer zeitgem\u00e4\u00dfen Brand Experience und die Internationalisierung der Shop-Plattform.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die Herausforderung<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Ein umfangreicher digitaler Relaunch und neue technische Anforderungen bedingten einen Relaunch des Onlineshops von Dorothee Schumacher. Gew\u00fcnscht waren dabei moderne Omnichannel-Funktionen, die M\u00f6glichkeit zur Personalisierung und Automatisierung der Experience sowie mehr kreative Freiheiten f\u00fcr das visuelle Merchandising im Hinblick auf die Inszenierung von Produkten, Kampagnen und Kollektionen im Shop. Zugleich galt es zu ber\u00fccksichtigen, dass die Plattform f\u00fcr 48 L\u00e4nder international ausgerollt wurde.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/06\/DS_Case_Mockup_Slide_1920x1080_02-2.jpg\"\n\t\t\t\t\talt=\"Three website images for\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die Ziele<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Im Fokus: die Migration des Onlineshops auf eine neue, skalierbare Plattform, die eine nahtlose Integration von Drittsystemen erm\u00f6glicht. Gleichzeitig eine hohe Performance und die Flexibilit\u00e4t aktuellen sowie zuk\u00fcnftigen Anforderungen gerecht werden zu k\u00f6nnen.<br><br>Ein weiterer Bestandteil des Relaunches sollte die M\u00f6glichkeit der Personalisierung der Product Experience und des Contents sein. Au\u00dferdem sollte ein intuitiver und effizienterer Prozess f\u00fcr das Merchandising Team und das Shop Management umgesetzt werden, um das Ausrollen neuer Features zu vereinfachen. Auch die digitale Brand Experience sollte im Zuge des Relaunches in ein Designkonzept \u00fcbersetzt werden, das sich vom Standard abhebt und dem Look &amp; Feel der Luxusmarke Dorothee Schumacher entspricht.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/06\/DS_Case_Mockup_Slide_1920x1080_Mood_03-3.jpg\"\n\t\t\t\t\talt=\"Two separate pictures, the left picture is of a model sitting on stairs in a full pink outfit. On the right there is a model walking down the street at night in a blazer.\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Die L\u00f6sung: Optimizely<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>In technologischer Hinsicht wurde der E-Commerce Relaunch auf der Digital Experience-Plattform <a href=\"https:\/\/www.deptagency.com\/de-dach\/partner\/optimizely\/\" target=\"_blank\" rel=\"noreferrer noopener\">Optimizely<\/a> realisiert \u2013 mit \u2018Optimizely Commerce Cloud Basis\u2019 und \u2018Optimizely Content Cloud\u2019 als neues Content Management System. Optimizely erm\u00f6glicht einen Fokus auf die komplette Customer Journey, inklusive aller zeitgem\u00e4\u00dfen Omnichannel- und Commerce-Features sowie einer Cloud-basierten Data Intelligence und stellt somit einen rundum modernen und stabilen Technologie Stack dar.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"832189695\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>F\u00fcr das Product Design der neuen Experience definierte DEPT\u00ae gemeinsam mit dem Kunden vier Designprinzipien, die als Basis dienten, die Ziele in Hinsicht auf die Brand- und User Experience immer im Blick zu behalten:<\/p>\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t><strong>Femininity:<\/strong> Die Experience soll den Nutzer:innen die M\u00f6glichkeit bieten, selbst zu bestimmen, wie sie die Welt von Dorothee Schumacher erleben wollen. Der Branded Content und die Ansprache sind dabei feminin, bold, selbstbewusst und individuell.<br><br><strong>Flexibility:<\/strong> Das visuelle Merchandising Team kann den Onlineshop mit Hilfe von flexiblen Content-Modulen immer wieder kreativ und flexibel selbst\u00e4ndig mit unterschiedlichen Inhalten gestalten. Die User Experience bleibt hierbei auf jedem Ger\u00e4t optisch koh\u00e4rent und markenad\u00e4quat.<br><br><strong>Flow:<\/strong> Inspirationsphase und Shopping Experience sollen aus Nutzersicht nahtlos ineinander \u00fcbergehen. Es soll keine Sackgassen in der Experience geben. User:innen werden in einem intuitiven Flow immer neue Wege angeboten.<br><br><strong>Fokus:<\/strong> Das Design bietet in jeder Hinsicht ein klares, anschauliches Bild der Marke, sowie eine leicht verst\u00e4ndliche Navigationsstruktur. \u00dcbersichtliche Inhalte lassen sich schnell und m\u00fchelos erfassen, und der Weg zu den Produkten im Kaufprozess ist m\u00fchelos.<\/p>\n<\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/06\/DS_Case_Mockup_Slide_1920x1080_Mobile_Mockup_04-2.jpg\"\n\t\t\t\t\talt=\"Three Dorothee Schumacher website pictures\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Das Ergebnis ist ein zeitgem\u00e4\u00dfes Onlineshop Design, das den Sweet Spot zwischen einer luxuri\u00f6sen Brand Experience mit Editorial Charakter trifft \u2013 samt herausstechendem Storytelling und einer performanten, modernen User Experience.<br><br>Der Onlineshop wurde im Rahmen des Annual Multimedia Award 2023 in der Kategorie Website &amp; Microsite\u00a0mit Silber ausgezeichnet. <\/p><\/div>\n\t\n\t<\/div>\n\n<div class=\"block-awards-panel\">\n\t<div class=\"block-awards-panel__logos\">\n\t\t\t\t\t\t\t<div class=\"block-awards-panel__item-wrapper\">\n\t\t\t\t\t\t<div class=\"block-awards-panel__item\">\n\t\t\t\t\t\t<div\n\t\tclass=\"image-wrap block-awards-panel__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/10\/Annual_Multimedia_Award_WHITE.png\"\n\t\t\t\tclass=\"image block-awards-panel__image\"\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><h2 class=\"heading heading__color--white heading__size--S heading__align--center block-awards-panel__heading\">\n\t\t\t1\t<\/h2>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":46,"featured_media":4255610,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[166],"case-category":[42483,42479],"award":[],"person":[963],"case-industry":[42478,42477],"class_list":["post-4255609","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":4085588},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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