Fashion label: Shopify with lookbooks and size-guide discipline

Situation

Returns were eating margin, size guidance lived in PDFs, and campaign shoots were not reliably wired to the variants people actually bought. The brand had outgrown a theme that was never meant to carry that much merchandising logic.

What we focused on

• Lookbook pattern: Shopify sections linking editorial to product variants, one source of stock truth.
• Size tooling: Structured measurements and fit notes, reduced guesswork returns.
• Ops: Inventory policies and oversell protection tuned for flash drops.

Outcome

Lower return rate on sizing confusion and smoother drops without oversell fire drills.