INDUSTRIES · FASHION & APPAREL
Make the collection easier to discover and buy.
A collection has a trading window, and customers still need help judging fit, finding the right size and understanding what is available. We work with fashion brands on the experience, technology and marketing that support those decisions. Our teams stay involved in the trading, from search and campaign activity to product information, customer communications and the connections between online and physical retail.
Fashion & Apparel clients
What changed for fashion commerce
Fashion has always traded on newness. What changed is that the discovery, the returns and the channel mix all moved at once, and each one needs a different response.
Discovery moved upstream, and off your site.
A customer now forms a view of a jacket through creator content, social search and AI answers well before they land on a product page. By the time they arrive they are not browsing, they are verifying. That shifts the job of the site from persuasion to confirmation, and it puts a premium on product data, imagery and review coverage that reads clearly to both a shopper and a machine.
Returns need attention before and after the sale.
Fit, sizing, product imagery and delivery expectations all shape what a customer expects to receive. Reviewing return reasons alongside the product page helps identify where that expectation is breaking down.
Wholesale came back, and retail never went away.
The brands trading well are running DTC, wholesale and physical retail off one inventory position, which is a systems problem long before it is a commercial one. Stock that is visible in one channel and invisible in another is margin sitting still.
Help the customer judge fit and find the range.
01
Make fit easier to judge.
Measurements, size guidance, fabric information and useful imagery help customers decide before they order. Returns and support questions can show where the information is still falling short.
02
Merchandise the collection as it trades.
New arrivals, availability and seasonal priorities need to be easy for the trading team to update. Product discovery and campaign pages should support the collection customers can buy today.
03
Keep channels connected.
Customers may browse online and buy in a store, or return through another channel. Stock, orders and customer information need to support the services the brand offers.
04
Build on the relationship.
Post-purchase communication, collection launches and loyalty activity give a brand reasons to stay in touch. The timing and audience should reflect what customers buy and how they respond.
What we usually solve for fashion brands
including the SEO equity protection that makes or breaks an apparel migration.
from search and filtering through to size guidance and review content.
against the specific apparel levers of fit, returns and full-price sell-through.
built for category and occasion demand rather than brand terms alone.
that can keep pace with a drop calendar.
segmented by category, size and price behaviour.
so DTC, wholesale and retail trade off one inventory position.
Published client results
+36.5% revenue · Glue Store · after the Shopify Plus launch
+24.85% ecommerce conversion rate · Merchant 1948
29 to 126 keywords in Google's top ten · 3 Wise Men · July 2022 to August 2023
+54% Revenue · Seed Heritage
Year on year
Choose the platform around how you trade.
An own-brand retailer, a multi-brand business and an international group may need different levels of control. We assess collection trading, catalogue and integration requirements alongside build costs and the ongoing cost of change.
Assess the standard platform and app requirements against collection launches, regional trading and retail connections. Barkers and Max provide a relevant migration example.
Consider where consumer and wholesale ordering need to sit together, with account and catalogue requirements made explicit.
Assess catalogue, pricing and account requirements alongside existing investment and the cost of maintaining custom work.
Assess where brands need different experiences on shared services, and whether the group can own the engineering that follows.
Seed Heritage
Stay close to the collection and the trading.
The trading calendar gives the work its rhythm. Collection launches, size availability and campaign response influence what needs attention on the website and in customer communications.
Our teams work across platform development, UX, search, marketing, CRM and data, with ERP, POS and fulfilment connections supporting the operation. We agree the priorities with your team and stay involved as the season develops.
Selected fashion & apparel work
- Shopify PlusPlatform ImplementationBarkers & MaxBarkers and Max moved from Adobe Commerce to Shopify Plus, with regional storefronts and connected inventory, loyalty and fulfilment through the OnTempo Integration Accelerator.
- Digital MarketingSeed HeritageA multi-channel marketing programme for Seed Heritage, expanding paid search and social, applying CRM audiences and testing how social exposure contributes to search-led conversions.
- CommercetoolsUX/UI & CROSABAA headless commerce experience for SABA, connecting commercetools and its frontend platform with Comestri and Omneo as part of APG & Co.'s digital vision.
- Adobe CommerceDigital MarketingSEO 3 Wise MenAn SEO programme for 3 Wise Men, combining competitor and keyword research with content planning, on-page optimisation and technical improvements in the New Zealand market.
- UX/UI & CROGlue StoreA Shopify Plus migration for Glue Store, connecting multi-brand inventory and store fulfilment with search optimisation and a more balanced approach to paid-media trading.
- Adobe CommerceUX/UI & CRONature BabyNature Baby connected family-stage information in Adobe Commerce to Klaviyo’s The Journey emails, while a separate Yotpo reviews programme added richer product feedback for shoppers.
On the record.
Perspectives from the people we work with.
“Our new tech platform showcases our quality, design and style, whilst delivering the ultimate user experience... It was collaboration at its finest, with some of the most intelligent, creative and talented people coming together to make magic happen.”
Felicity Rodgers,
Founder
“Barkers, Max and Overdose. have a long history of working together to achieve our digital vision. The Overdose. team have been there every step of the way guiding us through scoping and ideation, helping us to look forward to what’s needed in a future-proofed digital platform.Overdose took the time to understand our brand and customers’ needs, which shows in the amazing user experience we have created. Ultimately, we’ve created a beautiful space to showcase our brand, while providing a fun and functional platform that’s translating into happy customers.”
Josh Cragg,
Group Digital Manager - Max & Barkers
“Embracing MACH principles, we set on a Headless journey with Overdose. and didn't look back.”
Carina Micheal,
Group Head of Technology - APG & Co.
Talk to us about your next season.
Tell us about the collection, your trading calendar and where customers or your team need more support. We’ll discuss the website, marketing and ongoing work that could make a difference.