Header Best Practice

Berlin. Paris. Milan. New York. Unrath and Strano creations are storming the catwalks of international fashion shows. But how can the Berlin fashion label's fancy mixture of glamor and vintage be adequately presented on the Internet? By converting the brand's attributes pixel by pixel into pure emotionality.

Task:
Develop an Internet presence for the international fashion label Unrath & Strano
Target group: Customers, designers, visitors, the press and *multipliers*

Situation:
In 1999, Klaus Unrath and Ivan Strano founded Unrath & Strano and quickly became the most en vogue German designers. Since the start of their company, the designers have moved far beyond designing simply haute couture for eveningwear. Today, their repertoire also comprises pinstriped suits and the simple black dresses for daily business.

Fashion conscious buyers seeking individuality and sophistication have always been the focus of Unrath & Strano. For this reason, it is important to build brand awareness among potential customers – starting with simple brand awareness all the way to instilling a desire to own an Unrath & Strano creation. Eventually, the plan calls for the opening of exclusive selling points in select areas.

With this background – and particularly with the brand's international focus – the Internet becomes the central element of Unrath & Strano's communication strategy. Due to its international character, it reaches diversified groups at every level of interest. When properly implemented, it is the appropriate medium to capture and highlight the emotions generated by the Unrath & Strano brand. This context will be the focus of the Unrath & Strano web site.

Goal:
The new Internet presence will do much more than simply introduce the fashion designers Klaus Unrath and Ivan Strano. It will offer the Unrath & Strano brand a forum to highlight the brand's value, attraction, emotion, and design creativity - ultimately, it will be a new media instrument focused on continued market penetration and leadership.

At the same time, the web site will appeal to all levels of interest. This means not only the exclusive circle of potential customers, but also the media and others who seek information about or impressions of the Unrath & Strano brand.

Solution:
The balance between design and functionality

The composition of the Unrath & Strano web site will be determined by form as well as content. The brand's unique attributes of glamour and vintage will determine this direction. Clearly, the focus of the site will be on the brand's fashion offerings. They will be presented in the context of a design that communicates the brand in a stringent and unique way.

The full potential of multimedia is used to portray femininity. Music, text and pictures create an emotional atmosphere, in which discovering the designs becomes a sensual experience.

The design of the information architecture addresses the interests and wishes of diverse target groups. The main features of this presentation method allow each viewer to access solely what is desired: details of each outfit can be zoomed for close-up viewing, and professional editors can access a slide show for a comprehensive view of the entire collection.

While using the site, the interactive elements engage the visitor in an idnividual dialog with the brand. This dynamic relationship between the brand and the visitor enhances the impression that the site exists to address the needs and wishes of every individual visitor.

Conclusion:
Value added through brand modeling

The new Unrath & Strano Internet site is a successful reflection of the brand's core values: passion, glamour and exclusivity. The site's distinction lies in the clever and aesthetic combination of functionality and information. The Internet presence greatly enhances the significance of the Unrath & Strano's brand and value in the markets. Effective use of the Internet is an unrivalled way for a new brand to underline its identity in international markets.

http://www.unrath-strano.com