Hering

In January this year, Hering invited us to rethink their digital shopping experience with the ambitious challenge of completely reimagining how people buy fashion online. After conversations with stakeholders, customers, and experts, we identified that the 145-year-old brand's strength lies at the intersection between its tradition in basics (like the iconic white t-shirt) and the freshness of trendy pieces. Observing shopping behaviors, we realized that purchasing a basic item requires comparing functional attributes, while buying trends is driven by visual desire, which led us to design specific experiences for each context. The differentiator lies in recognizing that fashion is a fluid spectrum in which people transition throughout their lives, and that Hering has the opportunity to weave Brazilians' relationship with fashion through a reimagined app that carries the brand's familiar and democratic spirit into the digital realm.