What Ramsey changed

• Added the "2026-27 Fall Winter" collection as the primary site focus.
• Introduced the new season motto: “The Scene Is Yours.”
• Added new specialized categories including "Limited Edition," "Cashmere & Silk Collection," and "Deer Leather Shoes."
• Reorganized the navigation menu to prioritize "New Season" items like suits, jackets, and knitwear.
• Updated campaign sections to include specific bank promotions (Garanti Bonus) alongside remaining summer clearance.
• Added "Occasion" based navigation such as "Business & Executive Style" and "Travel Style."

The brand has shifted its focus from summer discounts to the new season. This update introduces new product categories and a specific marketing theme ("The Scene Is Yours") to drive full-price sales for the colder months.

• Updated the "New Season" category from 2026 Spring Summer to 2026 Fall Winter.
• Removed the "Gece Kampanyası" (Night Campaign) and its associated free shipping countdown timer.
• Added "Triko & Kazak" (Knitwear & Sweaters) as a primary sub-category in the new season menu.
• Expanded the Accessories menu with specific sub-links for Bags, Wallets, Hats, and Jewelry.
• Added "Digital Gift Card" as a new navigation item in the seasonal and main menus.
• Renamed "New Season Net 50% Discount" to "Summer Products Net 50% Discount," signaling a clearance phase for old stock.

The brand is shifting its focus from summer sales to the upcoming cold-weather season. This transition includes removing temporary "Night Campaigns" and updating the navigation to prioritize autumn staples like knitwear and digital gift cards.

• Added a new "Gece Kampanyası" (Night Campaign) section to the main navigation and discount menus.
• Introduced a countdown timer at the top of the page for a limited-time free shipping offer.
• Added a "GECEYE ÖZEL AYRICALIK" (Night Special Privilege) link to the seasonal edit menu.
• Modified the "Aksesuar" (Accessories) sub-menu structure, specifically affecting the bags and wallets category.

The competitor is using a time-sensitive "Night Campaign" to drive late-night sales. By offering free shipping and a countdown timer, they are creating urgency to increase conversion rates during off-peak hours.