AHIRAIN is an Italian outerwear brand for men and women, born in 2016 from the synergy of three Tuscan entrepreneurs, siblings Azzurra and Giampaolo Morelli, along with Andrea Pucci, the brand’s CEO. It offers a collection of technical outerwear with futuristic designs and high-performance features, providing resistance to wind, rain, and cold weather. It represents the perfect blend of fashion and high technology, based on careful study of proportions and volumes, which are always generous and comfortable; complex cuts and lines, almost architectural in nature; and the use of special fabrics, including THINDOWN® Active, a blend of real feathers and polyester that guarantees high resistance to extremely cold temperatures, even below freezing.

the challenge

AHIRAIN, present in 120 multi-brand stores and high-end retailers in Italy and abroad, aimed to reach new markets through the launch of their new website, which includes an online shop. This was part of a commercial strategy that involved integrating online and offline channels. The new ahirain.com was designed in various sections, carefully crafted to provide users with a simple and intuitive journey through the website, from the initial discovery phase to information gathering and in-depth exploration, leading to the final conversion stage of product purchases.

The homepage of the website focuses on AHIRAIN’s new project, AHIMA, and the brand’s presence at the latest edition of Pitti Immagine Uomo. It highlights the Polar Room, a collaboration with THINDOWN® to test the thermal performance of garments at low temperatures. Following that, the “Products on Display” section showcases a selection from the Pitti Limited Edition, featuring garments from the capsule collection made with innovative fabrics. The “Lookbook” and “Video Gallery” sections provide a comprehensive overview of the new Spring-Summer 2020 collections, emphasizing the tailored style, innovative features, and high performance of the garments. Additionally, the product pages offer in-depth content about each individual item. Lastly, in the “Partners” section, users can locate the nearest store both in Italy and internationally.

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