Case Study 4 — Fashion
From grid hopping to in-context comparison
Buying Moment
Let me compare
Structural Unlock
In-context evaluation
Outcome
From navigation-driven choice to guided comparison
Key Insight
From grid hopping to in-context comparison — without rebuilding collections or PDPs.
The Challenge
Traditional e-commerce structures weren't built for the complexity of modern customer journeys. Every visitor arrived with different intent, but they all saw the same experience.
- Generic product pages that didn't match the promise of paid ads
- One-size-fits-all navigation that confused first-time visitors
- No way to create targeted experiences without rebuilding the entire site
- Lost conversions from the disconnect between ad messaging and landing pages
We were spending thousands on ads, but our landing pages weren't speaking to what brought people in. The disconnect was killing our conversion rates.
At-a-Glance
Fashion
Global
Paid social, search, email
Let me compare
PDP Wrapper storefronts for key collections
Days
The Situation
Context, Not Problem
The brand was a fast-growing fashion company with a wide assortment across categories and frequent seasonal drops. Growth was driven through a mix of paid campaigns, lookbook content, and collection-led launches.
The team was investing heavily in creative storytelling and curated edits to drive demand.
The Structural Mismatch
Shoppers were arriving in evaluation mode — comparing fits, styles, fabrics, and prices.
But the site was built around navigation.
The standard journey was grid → PDP → back → PDP → back. Decision required constant context switching.
People wanted to decide. The site was making them browse.
The Constraint
This mismatch created friction at the most critical moment:
- High-consideration items saw hesitation
- Users dropped off during comparison
- Collections felt curated, but evaluation was clumsy
The brand was designing looks. The site was forcing navigation.
The Decision
Instead of redesigning category pages, building custom comparison tables, or simplifying the catalog, the team chose to add PDP Wrapper storefronts using RevWay.
Additive
the core site remained intact
No rebuild
existing PDPs and collections stayed
Faster
new comparison flows could be launched in days
Design evaluation, not navigation.
Storefront Strategy
Core
The team launched PDP Wrapper Storefronts for high-intent collections and campaigns.
Winter Jackets Edit
Compare fits, insulation, and length
Office Wear Edit
Compare silhouettes and fabrics
Party Looks Edit
Compare styles and cuts
Each wrapper held:
- 3–5 products in one continuous flow
- Full PDP content for each product
- Seamless switching between options
The page became the comparison surface. Not the grid.
Campaign Mapping
With wrappers in place, campaigns could now land on decision-ready experiences:
“Choose your winter jacket”
Winter Jackets Wrapper
“Find your office fit”
Office Wear Wrapper
“Which style suits you?”
Party Looks Wrapper
Each campaign delivered multiple relevant options in one flow.
The Storefronts
Visual Proof
Visual Coming Soon
Winter Jackets Wrapper — 4 options
Visual Coming Soon
Office Wear Wrapper — 3 options
Visual Coming Soon
Party Looks Wrapper — 5 options
Each visual shows multiple PDPs unified into one evaluation experience.
How It Was Used
Process + Iteration
The team followed a repeatable pattern:
Identify a collection or decision moment
Duplicate a base wrapper
Swap products
Adjust order and emphasis
Launch
Iterate
Once one wrapper worked, creating the next was a breeze.
Wrappers became templates, not one-off builds.
Impact
Reduced hesitation for high-consideration items
Higher completion rates from comparison flows
Faster decision cycles
Improved performance from collection-led campaigns
People decided faster because they didn't have to navigate.
Why It Worked
Category Thesis
Fashion decisions are visual and relative. By keeping options in one place, the brand removed friction from the moment of choice.
Because comparison should happen in context, not through navigation.
Key Takeaways
Removed navigation from decision-making
Choice no longer requires back-and-forth.
Gained control over evaluation context
The brand decides what gets compared.
Turned collections into decision environments
Collections became choices, not lists.
Reduced hesitation without discounting
Clarity replaced indecision.
Created a reusable comparison system
New wrappers are now configuration, not projects.
“We finally let people compare without losing context.”
— Head of Merchandising
What's Next
The brand is expanding into:
Every new collection now has a decision structure.
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