Kiton.it e-commerce redesign for conversion and positioning

A central contribution of the project was the translation and formalization of the concept of kitonismo, understood as the brand’s aesthetic expression and a synthesis of attention to detail, material quality, family tradition, and contemporary sensibility. From this foundation, a new look & feel was defined, warmer, more authentic, and more editorial in spirit, designed to convey the brand’s positioning online with greater clarity and distinction.

One of the project’s primary challenges was the redesign of the e-commerce information architecture. The goal was to make navigation clearer and more flexible, moving beyond a product-category-only classification. The new structure allows the offering to be explored through use occasions, seasonality, capsule collections, and new launches, making the catalog easier to browse and more aligned with how people actually choose and buy.

The work encompassed the full UX/UI design of the e-commerce, optimization of key purchase funnels, and the development of editorial templates dedicated to brand and product storytelling. The site was conceived not just as a sales channel but as a narrative space, where archival photo and video content was integrated into more dynamic pages and navigation paths, guiding users through the discovery of the Kiton universe. In addition to screen design, the project also included the creation of custom iconography and illustrations drawn specifically for the brand, ensuring that every visual element remained consistent with the new digital identity.

The project accompanied Kiton from the first design decisions through go-live, with Jakala’s standing as a Shopify Premium Partner helping to ensure continuity across vision, implementation, and release, so that nothing was lost in translation between concept and experience.

The result is a new Shopify-based e-commerce where clearer purchase journeys and a more expressive brand presence work together to turn interest into action. The new structure gives internal teams greater flexibility in managing the catalog, collections, capsule lines, and editorial content, enabling the marketing team to keep the experience alive and current. And through pages and content built to carry the full weight of the brand, the site finally lets Kiton’s identity speak online the way it has always spoken in person.