eCommerce Refresh for Online Apparel Brand

The Challenge:

2662 New York is a fashion label providing mature women with luxury designer clothing that flatters diverse body types. The emergence of the label is a remedy to how the fashion industry incorrectly fits various female body types. The brand had been on the market four years prior to partnering with the WHIM team.

Despite a strong eCommerce and social presence, the company was struggling to gain momentum with its targeted customers. Customer feedback reported that each piece the customers purchased from 2662 New York’s collection easily became their new favorite, but they felt the brand’s digital presence wasn’t speaking to its luxury and editorial nature.


  • Comprehensive Target Market Research
  • Customer Experience & Journey Mapping
  • Social Media Channel Assessment
  • Shopify Redesign with Content Strategy
  • Data Analytics Strategy for Ongoing Monitoring of Performance


The new design of 2662 New York’s e-commerce platform elevated the aesthetic and provided a helpful structure for product features and content.

  • Implemented a new online experience with a rapid 6-week deployment with new features launched monthly to implement new tools, content types, and features to drive engagement.
  • Target customer profiles were implemented and mapped to digital attributes, for effective customer acquisition.
  • Implemented a product drop model for new fabrics during targeted seasons.
  • Differentiating aspects of the Brand, such as the fabric detail and on-shore behind-the-scenes factory shots, were displayed cohesively.
  • Leveraged data and intelligence to target additional training and process automation issues to drive efficiency within the business.

Thrill your customers

Work with us.