Ramy Brook: Redefining Digital Brand Positioning for a
New York Fashion Icon
Image Credit: Ramy Brook
Long-Term eCommerce Strategy and Website Redesigns
Ramy Brook is one of New York’s most vibrant socialites, and her eponymous label carries the same sense of glamour and energy as its founder. With a loyal following among celebrities and style insiders, the brand needed a digital presence that reflected its elevated positioning in the contemporary luxury fashion space.
At Design & Build Co, we have partnered with Ramy Brook since 2017, delivering two full website redesigns alongside multiple phases of enhancements. This long-term relationship has ensured the brand continues to evolve online in step with its rapid growth. Our approach has combined brand positioning strategy, UX/UI design, and conversion rate optimisation (CRO) to build a scalable digital ecosystem on Shopify Plus that adapts over time and supports ongoing success.
Creating a Luxury eCommerce Journey That Drives Conversion
The first engagement focused on a root-to-branch redesign of the brand’s eCommerce experience. Using insights from analytics and user research, we reshaped the customer journey to make discovery intuitive, while keeping the aspirational identity of Ramy Brook at the forefront.
- Product detail pages were simplified to hero imagery and conversion-focused calls to action.
- Interactive product tiles allowed customers to browse variants and colourways without leaving collection pages.
- Quick-shop functionality reduced friction and boosted order values
By aligning brand storytelling with technical execution, we built a site that performed as well commercially as it did visually.
Driving Long-Term Success with Continuous UX Improvements
Our collaboration with Ramy Brook did not end at launch. As an A-list celebrity fashion brand, Ramy Brook required ongoing digital amplification and extended reach to match its profile offline. Through an ongoing retainer partnership, we continue to refine and optimise the site, ensuring the brand remains at the forefront of online fashion retail.
Key initiatives include:
- Iterative conversion rate optimisation (CRO) testing across product pages and checkout.
- Improved navigation and product discovery flows to reduce bounce rates and increase engagement.
- New editorial eCommerce templates, enabling content-driven commerce and shoppable storytelling.
At the same time, we refreshed design cues to signal the next stage of growth, updating the aesthetic to resonate with an increasingly sophisticated luxury consumer base. This agile model ensures that the site evolves alongside customer expectations, sustaining growth and supporting new seasonal campaigns.
Elevating User Interface Design Through a Lasting Partnership
The second full redesign of Ramy Brook refined the user interface design (UI) to meet the expectations of a more discerning fashion consumer, supported by a new digital style guide that ensured consistency across typography, colour palette, and interactive elements. This created a polished aesthetic that mirrored the brand’s in-store and editorial presence while reinforcing its luxury positioning. What began as a one-off redesign has since developed into a long-term digital partnership, with our team providing ongoing UX consultancy, design system management, and QA to maintain performance at the highest level. By pairing creative brand positioning with performance-driven design, we’ve helped Ramy Brook strengthen its reputation as a cult fashion label and prepare for its next stage of growth.
Image Credit: Ramy Brook
Shaping Founder-Led Brands into Scalable eCommerce
Design & Build Co, many of our partnerships are with eponymous fashion and luxury brands. From Stella McCartney to Saloni and Sabyasachi. In each case, the founder’s identity is inseparable from the brand, shaping its aesthetic, voice, and community. Our role is to translate that character into a digital experience that drives measurable growth. This means combining creative storytelling with performance-led design:
- Brand Character into UI: We evolve visual systems—typography, colour palettes, and layouts—that reflect the founder’s personality while meeting best practices for accessibility and usability.
- Commerce Research: By analysing user behaviour and applying research into fashion and luxury commerce UI, we identify where narrative and functionality must intersect to improve conversion.
- Editorial eCommerce: Like leading agencies in the luxury sector, we design shopping environments that blend storytelling and transaction, ensuring that editorial moments seamlessly lead to purchase.
- Conversion as Craft: Every interaction, from product filtering to shoppable lookbooks, is built not only to embody the brand’s world but also to accelerate the path-to-purchase.
For eponymous brands, the challenge is balance: honouring the founder’s character while ensuring the site functions as a scalable, conversion-driven platform. Our approach ensures that digital experiences carry the same creative energy as the atelier or the runway, but with the measurable impact of a high-performing eCommerce system.
Sustaining Growth Through Intelligent Digital Partnership
Through our work with Ramy Brook, we delivered more than a single site launch; we created a digital framework designed for longevity. From brand positioning and digital strategy to Shopify Plus eCommerce design, we paired user experience and interface design with ongoing conversion rate optimisation to ensure the site performs at the highest level. By introducing editorial eCommerce templates and maintaining an ongoing retainer partnership, we continue to evolve the platform in step with customer expectations and the brand’s own ambitions. The result is a digital presence that amplifies Ramy Brook’s character, supports its celebrity following, and sustains growth for the next stage of its journey.
