---
title: Alex Lockwood | Lily of France Case Study
description: Lily of France Case Study: Alex Lockwood's UX and design for lingerie brand. E-commerce platform design and customer experience for fashion retail.
url: https://71dpi.github.io/projects/fotl.html
author: Alex Lockwood
---

# Fruit of the Loom eCommerce UI/UX

**TL;DR**

###### Alex produced wireframes and visual designs for eCommerce websites in the Fruit of the Loom family of brands. Post-launch, the site saw a 142% increase in visitors and 140% increase in revenue in its first month.

### Lily of France

Creative direction and design for a new, youthful, and confident design for Fruit of the Loom lingerie brand Lily of France.

![Lily of France homepage](https://71dpi.github.io/img/projects/fotl/fotl-lily01.jpg)

### Vanity Fair

UX/UI for parallax scrolling website and online shopping tools for Fruit of the Loom lingerie brand Vanity Fair.

![Lily of France homepage](https://71dpi.github.io/img/projects/fotl/fotl-vf01.jpg)

![Vanity Fair homepage](https://71dpi.github.io/img/projects/fotl/fotl-vf02.jpg)

![Vanity Fair Fit Selector Experience](https://71dpi.github.io/img/projects/fotl/fotl-vf03.gif)

![Vanity Fair Daywear to Sleepwear Experience](https://71dpi.github.io/img/projects/fotl/fotl-vf04.gif)

### Product Technologies & Skills

- Art Direction

- Brainstorming

- User Interface

- Pitching

- Photoshop

---
HTML version: https://71dpi.github.io/projects/fotl.html