Cramers Uniforms

The context

Cramer's has been outfitting Philadelphia schools since 1926, and four generations in, its catalogue is not really a catalogue of clothes. It is over a hundred schools, each with its own approved list, and a parent arriving in August is not browsing so much as filling a requirement: the right polo, in the right colour, with the right crest, for one specific school. A product-first storefront answers a question nobody asked. The business also still runs on its doors, three stores in Philadelphia, one in Delaware, and pop-up shops that appear on charter school campuses for a few weeks at a time, so the site has to send people to a location about as often as to a checkout.

What the work involved

• Rebuilt the site end to end on Shopify with a custom Liquid theme, replacing the previous storefront rather than reskinning it.
• Made the school the primary axis of the catalogue: a search that takes a school name as its entry point, and the full list grouped by region across Philadelphia and Delaware, so a parent starts from their school rather than from the product range.
• Built filtering across the catalogue so a shopper narrows down within a school's approved set instead of scrolling it.
• Built out the locations surface, covering hours and addresses for the permanent stores alongside the pop-up shops that run on charter campuses to their own schedule.
• Expanded the payment methods accepted at checkout, adding wallet options next to cards so a parent can pay the way they already pay on a phone.
• Built the separate route for principals and administrators ordering on behalf of a school, which is a different job from a parent buying one child's set.

Outcome

A parent can start from a school name and reach a compliant set without knowing the product range first, and the stores and pop-ups are findable from the same site that sells to them.