{"id":4267727,"date":"2023-04-28T19:38:49","date_gmt":"2023-04-28T17:38:49","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/optimizing-the-b2b-b2c-experience-for-an-iconic-clothing-brand\/"},"modified":"2025-12-08T11:07:58","modified_gmt":"2025-12-08T09:07:58","slug":"optimizing-the-b2b-b2c-experience-for-an-iconic-clothing-brand","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/optimizing-the-b2b-b2c-experience-for-an-iconic-clothing-brand\/","title":{"rendered":"Optimizing the B2B &amp; B2C experience for an iconic clothing brand"},"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\" >Vineyard Vines<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Optimizing the B2B &amp; B2C experience for an iconic clothing brand<\/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\/04\/vineyardvines_hero.jpeg\"\n\t\t\t\t\talt=\"Two men on boat holding fishing poles near a cooler with a vineyard vines sticker.\"\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\tBrand &amp; Media\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\tCommerce\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\" >From its humble beginnings on Martha\u2019s Vineyard to its current position as the Official Style for the likes of the Kentucky Derby, vineyard vines\u00ae has always been on a mission to encourage and empower people to live the Good Life.<br><br>To spread this mission even further, the clothing &amp; accessory retailer tapped DEPT\u00ae and a team of elite partners to expand and optimize its commerce offering for both its consumer and business audiences.<\/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\" >Taking a niche channel mainstream<\/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>Before partnering with our team, vineyard vines\u00ae\u2019 B2B offering was a niche, offline channel. Despite the lack of operation behind it the brand had built a string of successful B2B partnerships organically.<br><br>Together with vineyard vines\u00ae, we spotted a significant opportunity in the B2B channel. By leveraging digital technologies, we could create an online customizer for businesses to put their own stamp on their favorite vineyard vines products.\u00a0<br><br>Not only would a customizer formally operationalize and expand the brand\u2019s B2B channel, we soon learned that it could drive $100 million in net new revenue for vineyard vines\u00ae while improving inefficiencies.<\/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=\"823082828\"\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<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >B2B customization, made easy<\/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>We dove in headfirst, allowing vineyard vines\u00ae to leverage its B2B channel to the full extent by using the brand\u2019s existing Salesforce Commerce Cloud to <a href=\"https:\/\/www.deptagency.com\/service\/engineering\/commerce-platforms\/\">build a portal for businesses<\/a> to log in through and place online orders.<br><br>Once the B2B portal was live, we got to work on the customization experience. The final result allowed B2B partners to design co-branded clothing and accessories. After all, vineyard vines\u00ae is an iconic brand that already had an arsenal of equally iconic partnerships, including the Kentucky Derby, the Premier Lacrosse League, the Head of the Charles Regatta, Pebble Beach, plus various NFL and Fortune 500 brands.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/05\/vineyard-vines-mongram-products-02.jpg\"\n\t\t\t\t\talt=\"vineyard vines mongram-products in website\"\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\" >From B2B to B2C and beyond<\/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>Our B2B customizer was a success and soon after vineyard vines\u00ae approached our team to refine the experience for a B2C audience, this time giving consumers the ability to design their own vineyard vines\u00ae clothing based on unique logo color combinations and other decorations.<br><br>Based on our learnings in both B2B and B2C, we developed a pre-booking tool as an add-on to both customizers. This fulfilled a core use case for businesses and consumers who wanted to order in advance, in preparation for events like the Super Bowl, the Masters, weddings, or any other special event.\u00a0\u00a0<br><br>Additionally, we developed an internal ordering system that gave customers the choice to ship their order to multiple locations. For orders placed internally on behalf of clients, vineyard vines\u00ae employees could choose which facility would produce the order, boosting order efficiency.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2023\/05\/vineyard-vines-monogram-products-01.jpeg\"\n\t\t\t\t\talt=\"Close up picture of vineyard vines monogram products\"\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<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Looking ahead<\/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>As a result of both our B2B and B2C customizer launches, vineyard vines\u00ae saw a 12.5% increase in e-commerce sales\u2014which translated to three (!) consecutive quarters of record net profits.\u00a0<br><br>Moreover, our partnership with vineyard vines\u00ae continues. Currently, we\u2019re evaluating the brand\u2019s current B2C e-commerce experience with the goal of finding new ways of improving it with a Salesforce Reference Architecture (SFRA) or combined headless\/SFRA solution.<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":148,"featured_media":4267729,"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":[41225],"case-category":[42669,42671],"award":[],"person":[41567],"case-industry":[42673,42678,42670],"class_list":["post-4267727","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>vineyard vines\u00ae: Optimizing the B2B &amp; 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