The previous structure did not provide a strong, guided shopping experience for a collection-driven fashion brand. With a large catalog, users needed faster discovery paths, clearer segmentation between seasonal drops and product categories, and a more consistent product presentation that supports confident purchase decisions.
Seasonal collections and core categories were competing for attention, and the store needed a clearer hierarchy to reduce friction across browsing, variation selection, and decision-making—especially for mobile users.
(2022-25©)
