Editorial visuals,
e-commerce mechanics.
Brands, designers, multi-label boutiques. The story sells the brand; the cart processes the transaction. Both have to work, neither can be slighted.
Fashion sites are caught between two requirements that pull against each other. The brand-side wants editorial — large hero imagery, slow scrolls, ambient typography, the visual language of a magazine. The commerce-side wants Amazon — fast product grids, ruthless filtering, large add-to-cart buttons. Most Indian D2C fashion brands we’ve worked with settle into the wrong compromise: editorial home page that loads in 6 seconds, then an aggressively-utilitarian product page that doesn’t match the brand register. The visitor moves from brand-mode to transaction-mode and the aesthetic break makes them hesitate. The fix is consistency, not picking sides.
Our conversion rate doubled when we put the lookbook photography on the product pages instead of the studio shots. The studio shots are accurate; the lookbook is what made the customer want it.
What we ship for fashion clients
- Lookbook photography in product galleries, not just studio cut-outs. The studio image goes second.
- Size guides written for the brand, not the generic international tables — XS to XXXL with actual body measurements, plus a fit-philosophy note (“these run a size large compared to ZARA equivalents,” that kind of thing).
- A “Complete the look” carousel on every product page. Indian fashion buyers cross-shop more than they realise.
- Inventory transparency — show “Only 2 left in XS” when true. False scarcity tactics are caught and resented; real scarcity converts.
How clear should our returns policy be?
Visible from every product page in a one-line summary, with the full policy a click away. Indian fashion buyers expect 7–14 day return windows; the brands that try to be stricter find their return rates don’t drop — their cart-abandonment rates rise instead. The policy should also clarify who pays return shipping (best practice: you pay), how refunds are issued (Razorpay to original payment method within 5–7 days), and what counts as “saleable condition” for return eligibility. Ambiguity here is what generates customer-service tickets at scale.
Building for fashion?
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