Making a Local Fashion Label Compete on Merchandising, Not Just Price
Evalery competes in a market where discounting is constant and brand loyalty is thin. We built a storefront that merchandises deliberately — strong category storytelling, visible offer mechanics, and a browse experience tuned for mobile shoppers — so the store can win on presentation instead of being one more link in a discount comparison.
11
delivery Weeks
+43%
add To Cart
-38%
campaign Prep Time
1.4s
mobile Load
The Client
Evalery sells premium clothing and accessories through its own storefront, competing with high-volume marketplaces and local boutiques. The business depends on seasonal campaigns and site-wide offers, which meant the marketing team needed to change the storefront frequently — and the buying experience needed to make new arrivals and markdowns look deliberate rather than chaotic.
The Challenge
The catalogue was competitive but the presentation was not. A storefront of heavy discounting without clear structure trains shoppers to wait for a sale rather than buy, and it makes every campaign look the same as the last.
Campaigns Looked Identical
Discount-led merchandising made every campaign resemble the previous one. Nothing communicated newness, quality, or curation, so the store lost any premium positioning.
Flat Category Browsing
Shoppers had to filter their way through the catalogue rather than browse it. Without strong category storytelling, discovery depended entirely on search.
Offer Mechanics Not Visible
Limited-time offers and markdowns were not surfaced prominently enough. A browse with unclear promotional structure reads as expensive and pushes shoppers out to compare.
Wishlist and Cart Underused
Wishlist, cart, and account features existed but were hard to reach. Returning shoppers could not save an item and finish later, which loses considered purchases.
Mobile Presentation Gap
The hero and campaign experience was built for desktop. On phones — where most sessions start — merchandising impact was largely lost.
The Solution
We rebuilt the storefront around merchandising intent: a campaign-led homepage, category pages that tell a story rather than list items, offer mechanics surfaced honestly, and saved-item flows so considered purchases are not lost.
Our Approach: Because the business runs on frequent promotions, we treated campaign management as a core product capability rather than a designer's job — the marketing team publishes and schedules merchandising directly. For the browse experience we built category pages around editorial framing with curated rails, so shoppers arrive at a point of view instead of an undifferentiated grid. Return flows were prioritised early, since fashion browsing is rarely a single-session decision.
Campaign-led homepage with hero, featured-category rails, and a promotional countdown module
Editorial category pages with curated collections and storytelling rather than flat product grids
Offer and markdown modules with visible, honest pricing so campaigns read as deliberate
Wishlist, saved-cart, and account flows so considered purchases survive across sessions
Product filtering by size, colour, category, and price with mobile-friendly controls
Marketing-owned merchandising tools for publishing and scheduling campaigns without developer support
Technology Stack
How We Got There
A phased approach ensured value delivery at every milestone — not just at the finish line.
Merchandising Audit
Week 1-2Reviewed campaign performance and browse patterns to identify where discounting was doing work that presentation should do.
Browse & Campaign Design
Week 2-4Designed the campaign-led homepage, editorial category pages, and the merchandising controls the marketing team would run.
Storefront Build
Week 4-8Built category, product, wishlist, and account experiences with campaign tooling integrated.
Launch & Optimisation
Week 8-11Migrated the catalogue, launched, and tuned merchandising from real campaign and session data.
Measurable Impact
Every metric is independently verifiable. These aren't vanity numbers — they're business outcomes.
+43%
Add To Cart Rate
Editorial category pages and clearer offer mechanics moved more browsing shoppers into the purchase funnel.
-38%
Campaign Prep Time
Marketing-owned merchandising tools removed the developer queue that previously delayed every campaign launch.
+29%
Wishlist Saves
Reachable wishlist and saved-cart flows let shoppers park a considered purchase and return to it.
1.4s
Mobile Load Time
A performance pass tuned for mid-range Android devices cut load time for the mobile-first audience.
“We used to buy traffic and hope the store looked good. Now we can actually stage a campaign — a story, a price, a deadline — and it feels deliberate instead of cheap.”
Nusrat Jahan
E-Commerce Manager, Evalery
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