--- title: "Fashion E-commerce Concept Breakdown" description: "A concept breakdown, not a client engagement. Where an online fashion brand loses the sale, and the assumptions behind its illustrative sales projection." kind: concept kindLabel: "Concept" status: "Concept — no client, nothing shipped, no metrics." concept: true year: "Studio concept" location: "Canada" sector: "Retail and e-commerce" services: ["Website design and build", "Branding and identity"] canonical: https://uxpro.ca/work/fashion-ecommerce-breakdown publisher: "UXPro Design Studio" license: "Quote freely with a link to the canonical URL." --- # Anarchy, a fashion e-commerce concept (Concept) — Where does an online shop lose the sale? **Concept.** Concept — no client, nothing shipped, no metrics. > No client commissioned it and no business has been measured against it. Any figure on this page is a projection, and its assumptions are printed with it. A studio concept for an invented clothing brand, never built for a client. Its sales figure is an illustrative projection, not a result, and its assumptions are stated beside it on this page. Canonical page: https://uxpro.ca/work/fashion-ecommerce-breakdown ## Facts | Fact | Value | |---|---| | Our role | Self-initiated brand, store and checkout concept | | Scope | An identity, a home page, a category page, a product page and a cart | | Constraints | The four things a clothing buyer abandons a cart over: fit, shipping cost, returns and being made to register | | Status | Self-initiated · nothing shipped | ## The problem *Where does an online fashion brand actually lose the sale?* Rarely on the product page. It goes in the gap between wanting the item and finishing the payment. A visitor who is sure about the garment can still be unsure about the size, the shipping cost and the return. So sizes get guessed, the shipping charge appears at the last step, and the returns policy sits three clicks away. Each of those sends a full cart back to the tab it came from, and the brand records it as traffic that did not convert. ## What the breakdown recommends This is our recommendation for the sector, worked through as a concept. Nothing here was built for a client. - Size guidance on the product page, giving the measurements of the garment rather than only a letter. - Shipping cost and delivery window shown in the cart, before the payment step rather than inside it. - The returns policy in one sentence on the product page, with a link to the full terms. - One checkout screen with guest payment, because making an account is a reason to leave. - Product photography on one consistent set, so a grid of items reads as a single collection. - Stock state shown per size, so a visitor never reaches the cart for something nobody can ship. ## What we did not do - We did not build a store. There is no platform, no catalogue and no transaction behind these screens. - We did not use a real brand. Anarchy is invented so the concept had something to be designed for; its identity is in the brand archive. - We did not test the checkout. A one-screen guest checkout is the recommendation, not a measured improvement. - We did not present the projected sales figure as a result, here or on the card that links to this page. ## The number, and what it assumes The original concept carried a sales figure. It is an illustrative projection from the concept. It is not a measured client result, and no store has been measured against it. **Projection, not a result.** The illustrated page shows an illustrative projected figure beside its assumptions. It is not a measured result, so this text version does not repeat the number. Assumptions: - The starting point is a store with no size guidance, revealing the shipping cost at the payment step. - Traffic is unchanged, so the whole projection comes from conversion rather than from more visitors. - The catalogue is large enough that better browsing changes what a visitor finds. - Stock is available in the sizes the guidance tells people to order. Caveat: Read the figure as the concept's goal, not as a result. Where we have real client numbers they carry a client name, a window and a date — see the Orient Barber Shop case study. ## Validation The concept can be checked against itself and against published guidance, and that is all. Each of the four recommendations answers a documented abandonment reason — garment measurements rather than a letter, shipping cost before the payment step, the returns policy in one sentence, and guest payment — and stock state is shown per size so a visitor cannot reach the cart for something nobody can ship. ### The limits of that - Nobody has used this. No shopper has been observed, and there was no usability testing, because there is no store. - The sales figure is an illustrative projection from the concept with the four assumptions printed on this page. It is not a measured result. - The projection assumes traffic is unchanged, so it rests entirely on conversion — an assumption no real store has tested here. - Prices, product names and photography in the plates are illustrative, not any retailer's catalogue. ## The method **Move every reason to hesitate one step earlier.** Size, shipping and returns are all questions a visitor asks before paying, so a store that answers them at the payment step is answering them too late. None of this is a redesign of the product page. It is the same catalogue with the awkward facts brought forward, which is why a concept like this is cheap to test and easy to measure. | | | |---|---| | Type | Concept, not a client engagement | | Sector | Retail and e-commerce | | Figure | Illustrative projection, not a result | | Stores measured | None | | Status | Available as a build | ## Credits - Project: Anarchy, a fashion e-commerce concept - Type: Concept, not a client engagement - Sector: Retail and e-commerce - Services: Brand, store and checkout concept - Year: Studio concept - Result: Projection only. No store measured. - Identity: Anarchy mark and palette, in the brand archive (/work/brand-archive#anarchy) --- Read the illustrated page: [Anarchy, a fashion e-commerce concept](https://uxpro.ca/work/fashion-ecommerce-breakdown)