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How Parra Curates Products Like Art On Their Website

What We Bought

Parra Earth Mother Kitchen Towel

Date Purchased:
Coupons Used:

Piet Parra is a Dutch artist based in Amsterdam that, along with creating fine art, also sells clothing, home goods, and accessories for his eponymous brand. Much like browsing an art gallery, Parra’s website prioritizes the visual aesthetic of the goods over everything else.

The navigation and Parra homepage.

The homepage doubles as a product listing page where users can filter by collection. With this, there aren’t any unnecessary pages or content found on the site at all. There’s no about page. No blog. And no storytelling pages to go into further detail about the collections and their history. Although it might seem counterintuitive to provide minimal content on the site, this streamlined experience provides users with a core pathway to purchase with little distractions along the way. 

The product detail page and cart.

Product detail pages highlight key specs like material and size without any lofty marketing jargon burying it. The footer also contains important pages like contact, FAQ, returns, and shipping to answer any burning questions customers might have before purchasing. 

Through the minimal presentation of the website, it’s clear that Parra understands its audience: art/design enthusiasts who will purchase a product if it visually resonates with them. Copy, content, and presentation work together to answer core questions and encourage customers to browse visually.

Photo Credit:

Thumbnail image courtesy of byparra.com

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