Anne Klein grows organic traffic by 50% using AirOps

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The Customer

Since the 1960s, Anne Klein has shaped American fashion with sophisticated designs that move effortlessly from office to evening. Their versatile clothing, footwear, and accessories continue to be a cornerstone of modern wardrobes, earning generations of loyal customers.

As part of WHP Global's portfolio of iconic fashion brands, Anne Klein constantly evolves to meet the changing needs of today's shoppers. We sat down with Gary Haas, VP of E-commerce at WHP Global (the parent company of Anne Klein), to explore how the brand has streamlined their digital operations and grown their online presence with AirOps, all while staying true to their legacy of timeless style and innovation.

The Challenge

While Anne Klein's digital presence was strong, the team recognized an untapped opportunity: capturing high-intent shoppers through long-tail commercial search queries. They knew customers were actively searching for specific items like "polka dot skirt" or "professional women's blouses", but their digital collections weren't optimized to capture this traffic. 

Creating and maintaining these curated collection pages at scale had become a significant hurdle, as manually writing brand-consistent content for their ever-growing catalog was increasingly unsustainable. It involved: 

• Time-consuming manual selection of products for each collection. 
• Product selection errors due to manual scanning of large inventory catalogs.
• Inconsistent brand voice across collections due to multiple writers. 
• Lengthy review cycles that delayed collection launches and missed timely opportunities. 

Anne Klein needed a solution for their e-commerce site that could streamline the entire process, ensuring quality, speed, and consistency while quickly tapping into lucrative long-tail queries and meeting evolving customer expectations.

“We knew what customers were searching for, but we simply couldn't keep up with the demand while maintaining our brand standards. With thousands of products and seasonal trends to track, we missed a lot of crucial selling opportunities on AnneKlein.com.”

— Gary Haas, VP of E-Commerce at WHP Global

The Solution

Together with the AirOps team, Anne Klein architected a powerful, multi-step workflow that automated their collection creation process and successfully increased traffic to their website. They achieved this with: 

• Smart Product Curation 
  
  • AirOps automatically scored and selected products based on relevance, filtering out items that did not align with the collection. 
• Brand-Aligned Content 
  
  • Using Anne Klein’s brand guidelines and data, collection descriptions were created that represented Anne Klein’s voice while simultaneously optimizing all content for search visibility.
• Intelligent Merchandising 
  
  • AirOps also created occasion-based collections that grouped products around events and seasons, aligning with shopper interests and making items more discoverable.
• Flexible Publishing
  
  • The platform’s powerful integration with Shopify also enabled responsive collection launches, allowing Anne Klein the flexibility to make quick adjustments in tune with customer demands. 

"We can now launch collections the moment trends emerge, reaching more customers while maintaining our premium brand. That's a game-changer for our digital growth on AnneKlein.com.”

— Gary Haas, VP of E-Commerce at WHP Global

The Impact

By leveraging AirOps, Anne Klein achieved:

• 95% faster content creation: Creating collection pages went from days to minutes
• 50% traffic growth: Collection page traffic increased significantly
• Over 90% increase in indexed pages: Enhanced visibility and search engine crawlability, leading to more pages appearing in search results
• Expanded catalog coverage: Automated workflows enabled content creation across more product categories

With these foundational workflows in place, the team is now extending their automation strategy to optimize product detail pages (PDPs), ensuring every item in their catalog receives the same level of optimization and brand consistency that has driven their collection page success.

Get Started with AirOps:

Join Anne Klein in transforming your eCommerce production operations with AirOps. Streamline your content creation, scale SEO performance and traffic, and deliver a consistent brand voice and experience across all your product listings.

Schedule a strategy session with our AI growth experts to learn how AirOps can help you achieve similar results.