A web experience as simple and stylish as an Annie & Frederick capsule wardrobe

Website Redesign Marketing Alignment Case Study

Website Design and Development Case Study

Annie & Frederick
Marketing Alignment

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Capsule wardrobe brand Annie & Frederick engages KAYAK to help update their look

Annie & Frederick is a company that offers men capsule wardrobes that include a wide range of fully coordinated outfits fitted and delivered to the individual, for one set price. Working alongside Toronto-based PR firm Polaris - a long-time Kayak partner - Kayak was asked to deliver a website experience that would help define the brand and attract the right customers.

Goals and Objectives

The first goal was to identify the type of customers who would benefit from this unique service. After identifying the key personas of busy business travellers and new grads, Kayak then needed to create a web experience for them that would build trust - both in the wardrobes and in the company’s ability to deliver.

Annie & Frederick website design and development improvement


mobile view

Kayak worked with photographer Greg Gerla to elevate the fashion focus of the website and to create imagery that would speak to a masculine audience and capture the benefits of a capsule wardrobe. With the images delivering “wow”, Kayak turned its focus to simplifying the process – through custom order forms and search optimized content.


The updated Annie & Frederick website turned out to be a real conversation starter. Customers love the revamped branding and visuals, and the integrated social tools have lead to increased engagement with fans and customers.

The simplified custom order forms and easy to use instructions for determining fit have allowed Annie & Frederick to consistently deliver clothes that look great both in the capsule and on customers. And our client has been able to do business without having to invest in a complex/expensive ecommerce solution.

Annie and Frederick website quality score

Baseline Score: 15/100
Score at time of Writing: 84/100
Improvement 20 days from reLaunch: +69

Note: website scores fluctuate with competitor activity, visitor activity, social engagement and algorithm changes.