Online fashion market is booming and since you are reading these lines we suppose you have got the idea to build your own fashion website. Sure, there is a lot of room for experimentation. But what techniques really work? What website elements create engaging customer experience that is a pleasure to repeat? We have came up with some ideas and best practices that may be of use to you.


  • Bright images

Homepage is the best place to showcase what you have. Instead of cluttering it with text make the best of the imagery – use banners and big photos of your products with quick links to the specific pages. Bright images

Or check Bellroy — they don’t have too many products in their collections and there is no need to use an extended layered navigation. Instead, they implemented a few categories in the Shop menu and accompanied them with icons — that makes it so much easier to navigate!


  • Mega Menu

One more great thing is mega drop-down menu — show a product or a category that you promote as well as subcategories, reveal more information and keep your customers interested. Cath Kidston has a great website with a mega-menu: 3

  • Instagram Feed

In fact, almost every page of Cath Kidston’s online store is great. On the homepage she displays shots from Instagram — this helps to build trust as you see real people with the products they purchased. Alex and Ani show Instagram pictures with their jewellery on the product pages: Instagram feed Some Magento themes have Instagram feed out of the box, but you can also find many extensions like this one — it fetches images with a specific hashtag.

  • Product Color Swatches

Color Swatches is a built-in feature starting from Magento version — make use of it for free! Show the swatches on the category page and instantly inform your customers about their options with no need to click and view the details: Product Color Swatches

  • Visualize filters

Visualize filters Transform a traditional layered navigation into a questionnaire-like filter — this is a good way to show you really care about the choice your customers are about to make:

  • Replace text with icons

People digest visual information much faster. Use icons instead of text elements where it makes sense — for colors and sizes, for example. Replace text with icons

  • Smart related products

By default related products are shown below the product details on the products page. You can enhance this and show related products in a product as items that complete the look using the current product: Smart related products

  • Product videos are doing a good job providing a video review of the product — users get more information and see the product in real settings. Product video gallery extension allows you to do the same on your Magento site — feature a video in the product gallery view. Product videos

  • Big product images

Make them big. No, bigger! Product images should be as huge as possible to let the user see all the details in one shot. Gaitline does it right: Big product images

  • Add to cart with AJAX

Make your customers comfortable — show them a big popup with a clear description of what was just added to their cart. Ajax add to cart extensions are very popular, however be careful when you buy one — they tend to conflict with third-party themes you install, but that’s not fatal and we can always help you resolve JavaScript conflicts. Big product images

  • Ehm.. product descriptions!

This is the cheapest yet very powerful feature. Put clear descriptions for your products. They don’t need to be very long — say only important things about the item. Some stores allow themselves to be more creative and that also does the trick, but be attentive — it might not work for your specific audience. Product descriptions

When it comes down to managing online clothing stores, it’s also important to take care of the technical part of its working. We’ve recently published a case study, where you’ll find out how we managed to develop a system for the fashion e-store to carry huge traffic during sales and promotions. Check it out!
We can help you with implementation of all these features. Just contact us and request Magento web development services.