When you’re selling luxury items your customer’s experience is more important than ever – especially online.

Retailers will struggle to convince consumers to part with their cash if they don’t have the most premium and seamless experience possible, all from the comfort of their home.

A meticulously and cleverly designed website will not only showcase a brand’s products in a descriptive and sophisticated way but will also quietly and confidently convey the brand’s values and story. 

Here are six of the best high-end women's fashion brands that have done just that using the Shopify platform.

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Self-Portrait

Premium womenswear label Self-Portrait was established by Central Saint Martins graduate Han Chong in 2013. The brand aims to create beautiful clothes for women that stand the test of time.

As well as its online store, the brand is represented in over 350 of the world's most prestigious retailers including Net-A-Porter, Matchesfashion.com and Selfridges.

Self-Portrait believes in empowering and celebrating the women wearing its clothes by making pieces that are both feminine and functional. 

Standout store features

There are a host of reasons why Self Portrait’s website is a winner. Here are just a few:

• Brand logo sits below the navigation allowing for a full-width navigation bar – handy if you have lots of collections
• A transparent navigation bar means the user can always find their way around without imagery or product descriptions being interfered with
• Easy to navigate menu
• The “add to bag” and size selection is always in the viewport on page load, meaning you never miss a sale
• Having a sticky description and add to bag whilst the user is scrolling images also means customers can easily purchase
• A full bleed creates an abundance of space for beautiful imagery and descriptions
• Immersive imagery
• Use of Klevu’s AI and NLP-powered discovery suite, including on-site smart search, smart category merchandising, smart recommendations and a personalisation engine
• Klarna integration allows for instalment plans that let customers pay when and how they prefer to
• Gorgias help desk

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Read the full case study here.

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Victoria Beckham

Victoria Beckham founded her namesake label in 2008 following a career in the music industry and a lifelong obsession with fashion.

Today, as well as its London atelier, offices and Mayfair store, Victoria Beckham is carried in 250 stores in 53 countries globally. Sister brand Victoria Beckham Beauty was launched in 2019.

Inspired by Beckham’s personal style, the label designs expertly cut tailoring, dresses and denim in unusual prints, unexpected colour palettes and premium materials. Leather goods, eyewear and footwear collections are also available.

Standout store features:

There is no doubt that the Victoria Beckham store is polished and premium. Here are some other reasons why we rate it:

• Editorial in style
• Consistent imagery across the site, giving a cohesive look 
• Simple signposting to the latest collections and categories
• PLP features swap to list view, which makes product images bigger
• Quick, no fuss “add straight to bag” option
• Curated looks to both sell a lifestyle and the whole outfit – as opposed to a flat shot of one product
• Stock availability shown to increase sense of urgency
• High service level to build trust and confidence – customers can call an advisor for assistance should they need it
• Partnered with Harper Concierge meaning clothes can be delivered to a customer’s house for free and they have 40 minutes to try items on. They pay for what they like and items they don’t buy are taken away hassle-free

Toteme

Elin Kling and Karl Lindman established Totême in Stockholm in 2014. 

Renowned for its Swedish simplicity, the label explores the appeal of a modern uniform – strong and considered looks, defined by distinct silhouettes, clean cuts and elevated fabrics.

Pieces are subtly refined and tweaked over time for a well-curated wardrobe that transcends trends.

Standout store features:

Toteme’s website is striking thanks to its on-brand, grid-based design. Other aspects that get the thumbs up include:

• Every detail has been carefully considered – mobile experience is particularly impressive
• Immersive, dynamic imagery
• Minimal font styles and a flat hierarchical type stack allow the imagery to do the talking
• Scrollable imagery on mobile PLP
• Sizeable “you may also like” section to drive additional sales
• An editorial-style campaign section 

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The Frankie Shop

New York fashion label The Frankie Shop was established in 2014 by Gaelle Drevet. It now has a sister store in Paris as well as a huge online presence.

A must-visit in each of its cities, The Frankie Shop sells stylish, minimalist clothing at less than premium prices. 

The brand’s online store hosts a coveted curation of exclusive pieces from designers including Ganni, Rachel Comey, and Caron Callahan, as well as hard-to-find garments from around the globe. 

Standout store features:

We love the website’s minimal, austere aesthetic that mirrors the brand’s designs. Other points of interest are:

• Great navigation with a clear product hierarchy 
• Strong, consistent imagery that sells a lifestyle
• Curated looks to upsell products
• Sizeable “you may also like” section to drive additional sales

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Emilia Wickstead

New Zealand-born fashion designer Emilia Wickstead established her London-based fashion brand in 2008.

Originally a made-to-measure atelier, the label’s pieces are recognised for their modern silhouettes and strong use of colour. Garments are also regularly seen on the Duchess of Cambridge.

As well as its London Sloane Street store, Emilia Wickstead is held in some of the most prestigious stockists around the globe including Harrods and Moda Operandi.

Standout store features:

The Emilia Wickstead website mirrors the brand’s ultra-minimal design – only the essentials are included, leaving room for immersive scale imagery. Other notable features include:

• Ultra premium imagery 
• Clear signposting on the homepage
• Focused attention on discoverable details such as on-hover product card video and seamless integration of selectable made-to-order options
• Shipping worldwide notification bar
• Few collection pages making them easy to navigate
• Interactions with drawer
• Progress bar to show qualification for free shipping

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Read the full case study here.

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Galvan London

Launched in London in 2014, Galvan is on a mission to create clean, cool, pared-down read-to-wear designed by women, for women.

The label’s versatile gowns, jumpsuits and camisoles can be styled differently and worn repeatedly to various events, whatever time of day. 

Galvan London’s pieces are a trusted wardrobe hero that will empower you for that important meeting, special birthday celebration or wedding. Today, the brand also sells resort wear, separates, and power knits.

Standout store features:

The Galvan London store has an incredibly useful size guide that helps customers know their size based on a range of factors. We think it’s the site’s best feature. Others include:

• A full bleed creates an abundance of space for beautiful imagery and descriptions
• A transparent navigation bar means the user can always find their way around without imagery or product descriptions being interfered with
• Simple navigation thanks to minimal categories and subcategories
• Filter drawer is really clear with smooth, considered animations and transitions
• Stock indication to drive urgency 
• “Eligible for free shipping” notification
• “Notify me” option for when a product is back in stock

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By Association Only is the Shopify Plus agency for the world’s most design-conscious luxury brands. Get in touch to discover how our team of experts can support your brand’s Shopify ambitions.

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