James Davis is a high-end men's clothing store serving the elite of Memphis, TN. Their old website did not match the feel you get when walking through the store and did not provide the important information users were looking for. The store was also venturing into selling items online. The usual customer is an older man coming into the store for a custom suit or other clothing. The owners knew they needed to reach a younger audience to keep their sales up, but also appeal to their current audience.
After meeting with the clients and visiting the store, I felt it was important to transfer the high-end feeling of the store to the website. I used details like the borders and decorative underlines that mimic the details and molding throughout the store. The dark blue and gold palette is targeted towards the mostly older male clients, being masculine and classic colors. The use of large photos and a modern layout targets a potential younger audience shopping online.