The Situation
The old website showed product photos on white backgrounds with brief descriptions. It looked like every other fashion brand. None of the storytelling that made the Instagram compelling — the sourcing trips, the artisans, the fabric certifications — was visible. The checkout had 8 steps and required account creation. Cart abandonment was 84%.
The Turning Point
A/B testing showed that a product page with a 60-second sourcing video converted at 3.2x the rate of the standard photo-only page. The storytelling wasn't just brand building — it was the conversion mechanism.
What We Did — And Why
We made storytelling the product page. Each item had fabric origin, certifications, a 'how it's made' section, and a styling video. The checkout was rebuilt to 3 steps with guest checkout — removing the account creation barrier that was driving 38% of abandonment. Editorial sections were woven throughout the shop: seasonal lookbooks, outfit builders, and capsule wardrobe guides kept browsers engaged longer.
Our Approach
- 1.Product page redesign: fabric sourcing stories, sustainability certifications, and styling videos for each item
- 2.Streamlined checkout reduced from 8 steps to 3 with guest checkout and saved cards
- 3.Visual editorial sections: outfit builders, seasonal lookbooks, and 'how it's made' content integrated into browsing
The Results
Add-to-cart rate more than doubled. Purchase conversion grew from 0.8% to 2.1%. Online revenue grew 85% over the 6 months post-launch on the same traffic levels.
In Their Own Words
“Our values are our competitive advantage. The website just needed to show them.”