Shaping New Tomorrow

Beyond traditional menswear

Shaping New Tomorrow is not your typical menswear brand. Founded in 2015 by three childhood friends, the brand set out with a bold mission: to redefine the way we think about traditional menswear. Their concept is simple yet revolutionary—combine unparalleled comfort with timeless style, ensuring that every man is dressed for whatever the day may bring, whether tackling new challenges or relaxing at home. With Danish design at its core and handcrafted quality from Portugal, Shaping New Tomorrow has quickly become a go-to for men seeking clothing that feels as good as it looks.

Despite its success, Shaping New Tomorrow saw the need to elevate its ecommerce platform to match its expanding brand and global ambitions, particularly as they entered a new market—the United States. They aimed to enhance the user experience, boost conversion rates, and tell their story more effectively across all key markets—all within an already complex setup. Our challenge was to seamlessly integrate these improvements through a strategic, phased redesign that refined key aspects of their site, from navigation to cross-selling components, setting a new standard for ecommerce in menswear.

Elevating the everyday

Shaping New Tomorrow had already established a strong online presence with their Shopify Plus store. However, they knew that to continue growing and expanding into new markets, they needed to refine their digital experience. The challenge was clear: how to enhance an already successful platform without disrupting its existing strengths. They required a partner who could navigate the complexities of their current setup, integrate new features seamlessly, and elevate their UX to resonate with both existing and new customers.

Strategic design meets seamless integration

At Ask Phill, we knew that transforming Shaping New Tomorrow’s ecommerce platform required a thoughtful approach. We didn’t just aim to make superficial changes; we focused on meaningful enhancements that would deliver real value.

• Phased redesign: Phased redesign: We adopted a phased approach to the redesign, focusing first on the most impactful areas. This allowed us to test, iterate, and refine each aspect of the site. We began with the navigation, cross-selling components, collection pages, and the Search functionality—elements critical to user engagement and conversion.
  
  
• Tailored UX enhancements: We introduced design elements that not only improved usability but also strengthened the brand’s storytelling. The challenge was twofold: to maintain their strong position in the Danish market, where Shaping New Tomorrow already had the highest brand awareness, and to expand their story effectively in existing European markets and the newly entered U.S. market. Every design choice was made with the brand’s identity in mind, ensuring a consistent and engaging user experience across all touchpoints.

• Seamless integrations: Seamless integrations: Shaping New Tomorrow’s site was already integrated with various third-party applications, making any changes potentially complex. We ensured that all new features, like the enhanced search powered by Algolia and Yotpo’s customer review platform, were seamlessly incorporated into the existing setup. The Yotpo integration alone led to an 18% increase in repeat customer engagement, a 5% boost in repeat sales, and a 29% rise in sales from frequent customers. This approach enhanced the user experience and delivered measurable results without disruption.

Shaping New Tomorrow’s success 

The collaboration between Shaping New Tomorrow and Ask Phill led to significant outcomes:

• Global expansion: The enhanced platform played a crucial role in supporting the brand’s international growth, including a critical entry into the US market. Our redesigns and improvements helped ensure that each store could meet local customer needs while maintaining the brand’s cohesive identity.

• Increased user engagement: The restyling of existing features like the size guide and Find My Fit tool, in line with Shaping New Tomorrow’s new visual identity, has already led to higher customer interaction and is expected to contribute to reduced return rates, marking early signs of long-term success.

• Streamlined content management: One of the standout benefits highlighted by Shaping New Tomorrow’s team is the ease of managing content on the platform. Our focus on user-friendly design ensured that their internal team could efficiently manage the site, making day-to-day operations smoother and more effective.

Forging ahead

Our work with Shaping New Tomorrow was about creating an ecommerce experience that resonates deeply with customers. By focusing on the critical details, we transformed their platform into a digital space that not only meets today’s demands but is also ready for tomorrow’s challenges. This project set the stage for future growth, ensuring that Shaping New Tomorrow leads the way in the menswear industry.

In a fast-paced market, staying ahead requires innovative design and flawless execution. If you’re looking to elevate your ecommerce platform and carve out a path to sustained success, let’s connect.