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Relaunching Rachel Zoe's Luxury Subscription Box

Design, eCommerce Strategy, Shopify Plus, User Experience

About the Brand

Rachel Zoe is a celebrated figure in fashion who is credited for pioneering the role of a celebrity personal stylist. Her custom subscription box, previously known as Box of Style, delivers coveted fashion and beauty essentials on a quarterly basis. After evolving into a full-fledged global membership program, the brand identity was in need of a revamp from the inside out.

A New Brand Vision

Led by the experts at Sweden Unlimited, the brand was renamed from 'Box of Style' to 'CURATEUR' – which translates to “curator” in French, nodding to the hand-picked curation from Rachel that members can expect every month. The new logo served as the foundation for a visual rebrand.

Migrating to Shopify Plus and ReCharge Subscription

From product selection to checkout, The CURATEUR team dealt with technology issues that caused frustrating membership experiences. The brand needed to change to a platform that would allow them to build out their unique membership perks even further. I led the website redesign and migration to Shopify Plus, where we leveraged Recharge as a subscription solution.

Building A Powerful Digital Flagship

To compliment a new visual brand, the website included a variety of UX enhancements and new shopping verticals, including an "add-ons" shop that allowed CURATEUR members to shop 24/7, regardless of season, and receive their selections quickly via drop-shipping. An entirely new member portal was built out, empowering CURATEUR customers to take charge of their subscription and reduced custom service inbound tickets by over 30%. Interactive quizzes also allowed members to build out their "style profile", providing Rachel and the CURATEUR curation team with valuable insight into their member's preferences.

To bring the new site to life, all content, copy and photography were updated to match the premium aesthetic that Rachel Zoe is known for.

"I have had the pleasure of working with Rosi, and I can confidently say she is an exceptional e-commerce strategist. Her unique blend of strategic thinking and creativity, coupled with her extraordinary ability to prioritize and define exactly what matters most for business owners, makes her an invaluable partner. She excels at collaborating with both internal and external teams to bring elegant e-commerce solutions to life."

Yana Moser

VP, Digital Strategy at CURATEUR