The online style guide was designed for a branding effort to change the perception of young shoppers from “only old people shop there” to “wow, Bealls actually has some of the brands and styles I wear.” Our goal was to have cost conscious Moms planning for BTS shopping share this personalized web experience with their teens. Our strategy for page layout and merchandising was to show key items that could be mixed and matched, which encourages outfit buying rather than one off purchases. Ecomm was tied in for easy click through to purchase on outfits and entire collections.