U.S. retail ecommerce sales of apparel and accessories is expected to surpass $103 billion in 2018.
That comprises nearly 20% of total retail ecommerce sales this year and makes apparel and accessories the largest single product category in the ecommerce industry.
The next few years look even better for apparel and accessories ecommerce retailers, as sales are projected to top $170 billion by 2022.
If you want your share of the massive profits in this category, your ecommerce site is going to have to be best-in-class because the competition is fierce.
The following fashion brands have built exceptional ecommerce sites around giving customers the best shopping experience possible.
Follow their lead and you’ll be well on your way to ecommerce success.
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Best Fashion Ecommerce Sites
Fashion brands face stiff competition online.
From large, established brands like Louis Vuitton to smaller brands like Verge Girl, fashion ecommerce sites are all vying for shoppers’ attention.
Regardless of their size or niche, the best fashion brands have a few things in common.
- Are good at visually communicating with their customers
- Use product descriptions to give character to their products
- Tell an appealing story with their About page
- Avoid selling on their homepage
- Regularly introduce new products
- Sell a specific look
- Make it easy for shoppers to buy the right size and fitting
- Invite customers to be part of their community
- Leverage user-generated content (customer reviews) to help sell their products
We’ve selected the following 18 brands to show how some of the best fashion ecommerce sites use these tactics to engage their customers:
- Tabitha Simmons.
- Verge Girl.
- Réalisation Par.
- Tucker Blair.
- Rollie Nation.
- Olive Clothing.
- Bohemian Traders.
- Yala Designs.
- Cutter & Buck.
- The Mountain.
- TRUE Linkswear.
- Fortress of Inca.
- The Pink Lily Boutique.
- Stormy Kromer.
- Seriously Silly Socks.
Let’s take a closer look at these fashion ecommerce sites to see exactly how they do it.
1. Tabitha Simmons.
Tabitha Simmons sells fashionable women’s footwear made from the finest materials.
Its homepage stands out for its big, beautiful banners featuring premium photography. Product pages display high-quality images of Tabitha Simmons’ elegant shoes.
Shoppers can view size and fit information for each shoe, as well as use the site’s visualization tools to view shoes in different colors.
2. Verge Girl.
Verge Girl is an online women’s fashion store with a sassy and irreverent style and attitude. The ecommerce site sells dresses, jeans, jackets, and accessories from Australian and international designers.
Each product page displays:
- Multiple high-quality images featuring a model wearing the product in various poses
- A product description
- Size guide
- An Afterpay option that allows you to pay for your purchase in several installments.
Shoppers can also read articles on the ecommerce site’s fashion blog.
3. Réalisation Par.
Réalisation Par is a clothing label founded by Alexandra Spencer & Teale Talbot.
The ecommerce site specializes in dresses, skirts, and tops and features multiple views of each product, “the story” of each piece of clothing, and a sizing chart.
The site is also geared towards Instagram, with “dream girl” customers showing off their purchases in photos posted on the site.
4. Tucker Blair.
Tucker Blair is an online retailer of handmade needlepoint accessories featuring classic American styles.
From belts and sunglass straps to beach totes and hats, shoppers can zoom in on the intricacies of the products’ needlepoint work, read customer reviews, and view related products.
“Our site allows us to be everywhere for a lot of people,” said Matthew Tara, CEO of Tucker Blair.
“The biggest challenge of being a really good online brand is to have continuity and make your site feel like it’s not just a transaction — that there’s an experience.”
Tucker Blair improved online conversions by 75%.
Learn how they grew sales while also saving time on BigCommerce Enterprise.
5. Rollie Nation.
Rollie Nation designs and sells shoes online.
The company’s homepage includes images of unusual and compelling dioramas like the one above that feature Rollie Nation’s shoes.
Product pages feature multiple high-quality images of each shoe as well as a short video with a model walking in them.
Shoppers can also view details about each shoe, read customer reviews, and see related products.
“I chose BigCommerce because I felt the platform offered the best combination of ease-of-use and flexibility,” said Vince Lebon, founder of Rollie Nation.
“BigCommerce is a serious platform for online stores. The extensive built-in features, coupled with great complementary integrations and apps, is an excellent fit for fast-growth businesses like ours.”
Rollie Nation grows revenue 200% year-over-year.
Discover how Rollie Nation used enterprise-grade prouct filtering and search to drive sales growth.
Natori’s ecommerce site is as elegant and beautiful as the fashionable apparel it sells.
The site gives customers an excellent shopping experience by providing:
- Faceted search to quickly sort products
- Multiple product views with the ability to zoom
- Detailed product descriptions with customer reviews
- Recommended product accessories
- A size guide
- Live chat for quick and easy support.
“Our old platform was just too limiting,” said Heidi Maughan, Director of Ecommerce at Natori.
“We’re set up for success now that we’ve moved over to BigCommerce.”
Natori spends more on AI to increase sports bra sales.
TYLER’S sells a wide selection of athletic and lifestyle apparel, footwear, and accessories from nine retail locations in Texas.
The company’s extensive but easy-to-navigate ecommerce site provides:
- Advanced search capabilities
- Detailed product descriptions with multiple images
- Customer reviews to boost shopper confidence.
“BigCommerce has made it a lot more efficient for us to update product information, images, add and remove items on the website, and adjust items for sale prices,” said Ken Ward, Director of Ecommerce at TYLER’S.
“BigCommerce has helped our small team to get a lot more work done in the most efficient way.”
8. Olive Clothing.
Olive Clothing is a British contemporary clothing brand. The company’s ecommerce site offers many different styles that “combine heritage with modernity, simplicity with playfulness, and street style with understated elegance.”
The site’s homepage draws a visitor in with a full screen photograph, and the site features faceted search to more easily navigate the company’s extensive catalog.
Product pages display multiple product images, product descriptions, clothing size and care information, information about delivery and returns, and related products.
“BigCommerce’s API has enabled us to build the kind of integrations necessary to create end-to-end operational workflows that might not otherwise have been possible,” said Rohan Moore, Managing Director at Olive Clothing.
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9. Bohemian Traders.
Bohemian Traders is one of Australia’s most beloved online fashion and apparel brands featuring classic styles for the modern bohemian.
Shoppers can see multiple views of each product, rate products, read reviews, and get styling recommendations.
One of the most unique features of the site is that models appear in different outfits with a product to show shoppers different ways it can be worn.
“With BigCommerce, everything is just very easy to use. It’s intuitive and it’s scalable,” said David Berlach, CEO of Bohemian Traders.
“Since our first year of operation, we have grown 166% YoY and undoubtedly part of that growth can be attributed to the switch to BigCommerce.”
Bohemian Traders drives 309% customer growth.
Bohemian Traders knew BigCommerce’s ability to scale with their brand was beneficial and led to a 166% YoY growth.
Revelry produces custom, affordable, trendy, designer-quality bridesmaid dresses while offering an unparalleled online shopping experience.
The company’s ecommerce site offers customers a sample box program that allows them to try on multiple dresses in the comfort of their homes.
When customers decide on a dress, each Revelry garment is made-to-order.
“BigCommerce offers so many integrations that really help us run a smooth operation,” said Michelle DeLoach, owner and founder of Revelry.
“BigCommerce is always adding features and staying on the cutting-edge of ecommerce.”
11. Yala Designs.
Yala Designs incorporates its love of travel into all of its bamboo, organic, and fair trade clothing.
In addition to the company’s focus on sustainability and responsibility, its ecommerce site stands out for its “feel good” photography.
Shoppers can use the site’s visualization tools to zoom in on clothing products and view them in different colors.
The site also offers product recommendations “to complete the look” and provides a Fabric & Care Guide.
12. Cutter & Buck.
From business attire to casual clothing to sportswear, Cutter & Buck sells high-quality apparel for men and women.
Shoppers can easily browse this well-designed ecommerce site using faceted search, narrowing down their search by type of clothing, size, price, and color.
Once they arrive on a product page, shoppers can read and write reviews, view related products, and use the site’s visualization tools to view products in different colors.
13. The Mountain.
The Mountain sells art apparel from 30 retail locations and is well-known for its popular line of “Big Face” t-shirts.
Although the company has a large product catalog, faceted search makes navigating the site a breeze.
The Mountain’s site boasts high-quality images of its artwear, lets customers zoom in on products, and uses dynamic pricing to automatically update a product’s price when a shopper chooses a different apparel size.
“We chose BigCommerce because we needed a platform that had the capability to grow with us,” said Lindsey Reis, Marketing Manager at The Mountain.
“In just 30 days after launching our redesigned site on BigCommerce, we experienced a 33% MoM increase in conversion rate.”
The Mountain increases month-over-month conversion rate by 33%.
In 30 days after launch on BigCommerce, The Mountain saw a jump in conversions! Read more about their story.
14. TRUE Linkswear.
TRUE Linkswear is a truly unique online golf shoe and accessories seller with style and attitude.
The company notes that they want their shoes to be your favorite shoes, not just your favorite golf shoes.
A shopper can quickly jump to the exact product they want using faceted search, see each shoe from multiple angles, use visualization tools to see shoes in different colors, read and write reviews, and view shoe care and sizing guides.
“In a 24-hour period, we created a basic BigCommerce theme and got our most important inventory plugins working,” said Jason Moore, VP of Product Development at TRUE Linkswear.
“It was so easy to integrate our logistics solutions and operations into the BigCommerce platform – from inventory management tools to shipping integrations to account solutions, as well as the plug-and-play abilities with all of the third-party apps that we use.”
15. Fortress of Inca.
Fortress of Inca is a Peruvian shoe manufacturer that is focused on fair labor practices and pricing, premium natural materials, and sustainability.
The company’s ecommerce site shows shoppers multiple product images with the ability to zoom, related products, sizing charts, and even a blog to aid their shopping journey.
“Our sales and traffic increased 20% when we moved to BigCommerce,” said Evan Streusand, founder of Fortress of Inca.
“Integrating with other platforms and ecommerce apps is also a huge help. Apps like Stitch Labs and ShipStation, which we use to run our business, all work seamlessly with BigCommerce to help our processes run smoothly.”
Fortress of Inca increased monthly transactions by 43%.
Fortress of Inca utilized the backend functionality and features of BigCommerce to drive 20% more traffic and sales when they switched.
The Pink Lily Boutique is one of the fastest growing online fashion boutiques in the country.
High-quality photography separates this ecommerce site from its competitors, as does its fashion-forward design.
To help navigate a large product catalog, shoppers can use faceted search to sort products by size, price, rating, color, style, material, and more.
Product pages feature multiple product views, detailed product descriptions, related products, and customer reviews.
“All of our business metrics have increased significantly since we switched to BigCommerce,” said Chris Gerbig, cofounder of The Pink Lily Boutique.
“BigCommerce’s integrations with ShipStation and InStockNotify have made it possible for our team to perform functions that would have previously taken days or even weeks in a matter of minutes.”
Pink Lily Boutique achieves 600+ orders per day.
Switching to BigCommerce helped Pink Lily Boutique reach $1 Million in monthly sales, read their full story here.
17. Stormy Kromer.
Stormy Kromer has been selling its iconic winter railroad cap since 1903, and also sells clothing, bags, and accessories from its ecommerce site.
The beautifully designed site features excellent photography and gives visitors an optimal online shopping experience.
Product pages are loaded with features and information, enabling shoppers to view products in different colors, see images of people wearing the product in the “real world,” watch a video to help them determine their cap size, read customer reviews, and jump to related products.
Seriously Silly Socks is an online retailer that sells a wide variety of, you guessed it, socks.
The user-friendly site provides shoppers with a broad range of features, such as:
- Faceted search so they can quickly sort through the company’s large catalog
- Multiple product views, the ability to compare products side by side
- A size guide
- Customer reviews
- The company’s Twitter feed.
“I’ve been with BigCommerce for five years now,” said Andrew Gill, owner of Seriously Silly Socks.
“I’ve looked into Magento and Shopify. When I compare BigCommerce versus either of them, I’m happy with the choice I made and would make the same decision again.”
Seriously Silly Socks reaches a 5.3% conversion rate.
Using BigCommerce and Yotpoo, Serioulsy Silly Socks was able to add the social proof needed to drive more sales.
The apparel and accessories category is expected to reach $170.52 billion in sales by 2022 after topping $103 billion this year.
To capture their share of sales, leading fashion brands are building ecommerce sites that delight shoppers and turn them into loyal customers.
The 18 ecommerce brands above are dazzling the fashion sector by using some tried and true tactics on their sites:
- Displaying images of products at various angles
- Using professional photography
- Enabling visualization tools so shoppers can zoom in on products and see them in different colors
- Providing faceted search
- Highlighting customer reviews
Competition in this ecommerce category is fierce, so you have to dress your site for success.
Follow the lead of these fashion brands using ecommerce best practices to provide exceptional online shopping experiences for your customers.
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