Lucky Textiles - Modernizing a Legacy Brand

A century-old textile manufacturer approached Studio Salamero with a challenge common to established industrial brands: their digital presence didn't reflect their market leadership. Despite being at the forefront of textile innovation and serving global luxury brands, their website presented an outdated image that was hindering their ability to attract modern buyers and talent.

Their existing website suffered from disjointed user experiences that had evolved piecemeal over decades. Product specifications were buried in PDFs, the navigation structure confused visitors, and the dated design undermined their premium positioning. Marketing teams struggled to showcase new innovations, and sales teams avoided sharing the website during client presentations.

Our process began with extensive interviews across departments - from sales teams in the field to R&D specialists developing new textile technologies. We uncovered that their website wasn't just a branding issue; it was actively impacting business operations. Sales cycles were lengthening because prospects couldn't easily access technical specifications, and marketing couldn't effectively communicate their sustainability initiatives.

The new design approach focused on elevating the sensory experience of textiles in a digital space. We developed an immersive product showcase system that brought technical specifications to life through interactive elements. The photography direction emphasized texture and detail, while the color palette drew from their manufacturing heritage while feeling distinctly modern.

We built a robust frontend architecture that prioritized both performance and flexibility. The development included a custom product visualization system that marketing teams could easily update. We implemented progressive loading techniques to ensure the rich visual experience didn't compromise load times, crucial for their global audience accessing the site from varying connection speeds.

The content architecture was completely restructured to serve different audience needs - from procurement teams requiring detailed specifications to design houses seeking inspiration. We developed a modular content system that allowed marketing teams to create targeted landing pages for different market segments without developer intervention.

The impact extended beyond aesthetic improvements. The new platform reduced the sales cycle by 30% by making technical information immediately accessible. Customer service inquiries decreased by 45% as clients could now easily find specification sheets and care instructions online. The marketing team reported that the website had become their most effective sales tool, particularly in entering new markets.

Within six months of launch, the new platform demonstrated significant improvements:

Average session duration increased from 1:30 to 4:15 minutes

Technical specification downloads increased by 180%

Sample request submissions grew by 65%

Mobile engagement improved by 95%

Most importantly, the brand's digital presence now properly conveys their position as an industry leader, supporting their premium pricing strategy and helping attract top talent in a competitive market.

The new platform was built with scalability in mind, allowing for easy integration of future digital initiatives. The modular design system we created serves as a living style guide, ensuring brand consistency as their digital presence continues to evolve. Marketing teams now have the tools to independently manage content while maintaining the sophisticated design standards expected of a premium brand.