Precision Design Studios Adds the Fully Responsive lucy Activewear® Site to its Creative Portfolio

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Now in its third engagement with Precision Design Studios, lucy Activewear® invested in a full site re-design to enhance the shopping experience for its customers.

On October 23, 2014, Precision Design Studios (PDS) launched an exciting new site for its long-time client lucy Activewear®. The entirety of lucy’s new site was designed by the creative team at PDS, from the custom interactive elements to the fully responsive functionality.

“I can’t say enough about the Creative Department at PDS,” stated Mike Mayfield, Director of Ecommerce at lucy Activewear. He continued, “They understood and captured our brand while keeping the user experience at the forefront of their design focus. Mark Pasierb [PDS Creative Director] and his team went above and beyond for us, and we’re thrilled with how the new site looks and functions.”

lucy’s site now boasts:

  •     Bra Fit Guide – A custom, interactive guide to help shoppers select the perfect style and fit for their body and activity level. On the back-end, the product detail page (PDP) is soft-coded and can be controlled by the product catalog, which means that viewers will have access to only the items that are available in stock.
  •     Pants by Fit Guide – A custom selection tool was designed to simplify the shopping process and help customers quickly find the style they’re looking for.
  •     Custom Badging – Custom designed badges call special attention to featured products by marking them as New, Pro Pick, Fan Fave, or Staff Love.
  •     Interactive Lookbook – An online fashion magazine with hot spots on each page that allow shoppers to click on different elements in the look and view the associated PDP page.

In the coming months, customers can look forward to several additional enhancements to lucy’s site. Content slots for video will be created on the category grid page, as well as on the PDP pages in the form of alternative product images, to create an engaging experience throughout the site. Also, the PDS team is developing multiple custom homepage and landing page templates with a modular design so that lucy can easily update the look and feel of these pages on its own without having to invest in supplementary coding.

While implementations remain at the core of PDS’ business model, the company is well positioned to expand its creative offering. Founder & CEO Kevin Kennedy commented, “In this case, being a one-stop-shop provides benefits far greater than the convenience of enjoying a single point of contact; when developers and designers have the opportunity for continuous collaboration throughout an implementation, the end result is a site that not only looks good, but that performs well.”

Mayfield agreed: “Having the developers, designers, and project manager all in the room together for our weekly meetings was highly productive. It kept everyone on the same page and ensured that best practices were adhered to throughout.”

PDS is looking forward to building its creative portfolio and designing shopping experiences that will make retailers stand out from the crowd with enhanced sales performance.        

About Precision Design Studios
A leader in the commerce technology industry, Precision Design Studios (PDS) offers an extensive range of products and services to support retailers in fully leveraging their commerce platforms. We work in partnership with our clients to solve their commerce challenges and to ensure a seamless and engaging experience for their customers on all types of devices and across all channels. To learn more, visit or call 401-489-7341.

About lucy Activewear®
lucy designs and sells fitness apparel for active women. The company operates 59 retail stores and an e-commerce website, and partners with select wholesale outlets. lucy is a wholly owned subsidiary of VF Corporation, a global leader in lifestyle branded apparel. To learn more, visit

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Erica Friedlander
Precision Design Studios
+1 (401) 489-7341 Ext: 122
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