Skinny Ties smartens up its responsive site

Skinny Ties (opens in new tab) has been producing and selling neckties since 1971, and is now one of the largest retailers in the US. Pennsylvania-based designer Brendan Falkowski (opens in new tab) was asked to reinvent the brand’s identity and develop a future-friendly platform to ensure the continued success of the business.

With a design centred squarely around the range of ties, coupled with a performant and responsive implementation, it’s easy to browse and purchase products quickly on any device. "All interactive elements were built with touch-and-click usage in mind, which keeps the interface consistent and compact," says Falkowski.

Mousing over the main nav elements brings up large, image-based dropdowns

Mousing over the main nav elements brings up large, image-based dropdowns

The homepage is clean and focused, with the minimum of fuss (although mousing over the ties produces a fun little ripple effect). The numerous options involved in choosing your tie - the different colours, fabrics, patterns, etc - are all hidden away in large, image-led dropdown menus, which appear on mouseover of the main nav.

Revenue boost

It’s not surprising to learn that revenue has increased by 43.4% since the new site went live - increasing by an astonishing 377.6% on the iPhone alone. It just goes to show that responsive web design isn't just a 'cool' fad among web designers - it's increasingly a cold, hard business requirement for ecommerce websites (opens in new tab).

Homepage requests/size: 56/663 kB mobile, 58/669 kB desktop

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