Steven Alan
A trailblazer in the fashion space since 1994
1994
Opened first retail store in Soho NYC
2024
Opens Chelsea - 511 West 20th Street
2012
Launches collaboration with Nike
2008
Nominated for GQ / CFDA Men's Designer of the year
2022
Collaborates with longtime friend Clare V on a unique, timeless collection
1999
Launched his eponymous line for retail
2014
Introduces home collection with West Elm
2016
Collaborates on a line with Vans Vault
2010
Launches Steven Alan for Levi's
2009
Steven Alan launches collaboration with Uniqlo
2012
Elected as a CFDA board member
1997
Opened first showroom representing independent brands in Soho NYC
2020
Opens Capsule store in Rockefeller Center
Project Overview - Before & After
Steven Alan connected with Kenna in mid-July through a referral, with the goal of revamping his website, stevenalan.com, to align with the opening of his new Chelsea retail store after Labor Day 2024.
A New York City native and a fashion industry pioneer since 1994, Steven Alan first made his mark by opening a store in Soho. From our initial conversation, Steven’s passion for detail and design was clear, and we knew his unique style had to be reflected in the online store redesign.
The project officially kicked off in early August, and the new site went live on August 30, 2024. The Steven Alan store in Chelsea located at 511 West 20th Street in New York City, opened its doors to the public on September 3, 2024. Together, the Ask Kenna team and the Steven Alan team managed to build and launch the new Shopify store and POS for the retail location in under a month!
The Redesign
After our initial call with the Steven Alan team, we quickly understood their vision for the new online store, identified the issues with the current setup, and developed a concept for the header and navigation. As anticipated, Steven wanted a clean, minimalist design for his Shopify store, where the products would take center stage. His preference for simple fonts and neutral colors was aimed at ensuring the imagery remained the focal point, delivering a streamlined and visually engaging online shopping experience.
The Home Page
The previous Home Page was cluttered and difficult to navigate, largely due to inconsistently sized images. To fix this, we applied the same minimalist approach we used for the navigation and collections. After updating the layout, the Home Page now spotlights the three core Steven Alan product collections with carefully curated images. Additionally, we added a link at the bottom of the page that directs customers to details about the new Steven Alan retail store.
By following Steven Alan’s vision, we let the imagery and products speak for themselves. Now, when customers visit stevenalan.com, they're greeted by striking visuals from the featured collections and a straightforward path to shop. The focus is entirely on Steven Alan’s remarkable products—elevated essentials crafted from premium fabrics—which now take the spotlight in the online store.
Before & After
Menu & Navigation
The previous Steven Alan store had a cluttered navigation menu with numerous dropdown options linking to individual product collections. To streamline this, we removed all dropdowns from the navigation and simplified the overall structure by eliminating most of the existing product collections. In their place, we utilized Shopify's Search and Discovery app to introduce detailed filters (more on that below), making sub-collections unnecessary.
Now, customers can easily navigate to a main product category, like Shirts or Pants, and then refine their search using filters to find exactly what they need. This approach not only creates a smoother shopping experience but also gives customers a clearer view of the full range of products available.
Before & After
Collections
Steven Alan has streamlined his product offerings to align with the opening of his retail store and the relaunch of stevenalan.com. Now, the brand focuses exclusively on men's products from the Steven Alan label, along with jewelry, watches, and accessories. This shift enabled us to design a clean, straightforward navigation and minimalist product collections. The site now features three main collections: Shirts, Pants, and Jewelry + Watches. We also utilized Shopify’s Search and Discovery app to craft a minimalistic, high-conversion collections page for the store.
Before & After
Product Page
Before the redesign and relaunch of the Steven Alan Online Store, each product was treated as an individual item, leading to inconsistent associations with other variants. When customers wanted to explore color options, they had to return to the collections page and manually scroll through the store to view each variant.
This cumbersome process hindered the shopping experience and reduced conversion rates. To address this, the Ask Kenna team manually linked each product to its variants using the sibling metafield feature native to the Cornerstone theme. Now, all available sizes and colors are displayed on each product page. Additionally, Cornerstone automatically crosses out out-of-stock sizes for associated variants.
Using sibling product metafields, which we discussed in detail in our Run Pacers Before and After post, provides the cleanest and most straightforward method for associating product variants within a Shopify store.
Before & After
The Analytics
Since the launch of the new stevenalan.com and Retail Store, both the conversion rate and sales volume of the Online Store have nearly doubled. While online sessions have remained steady, the conversion rate has surged by over 80%, with sales increasing by more than 100%.
This remarkable growth is a testament to the enhancements made to the site design and customer experience by the Ask Kenna and Steven Alan teams. We look forward to celebrating the continued success for the Steven Alan store as their team ramps up marketing and advertising efforts in preparation for the 2024 Black Friday/Cyber Monday and holiday season.
Ask Kenna is thrilled to have had the opportunity to work on the Steven Alan Shopify store redesign and relaunch. We are grateful for the chance to collaborate and excited to see what Steven Alan, his brand, and his team will achieve in 2024 and beyond.