Case Study | Contemporary Women’s Fashion
Tibi: Visual Merchandising & Product Discovery
A customer searches for “striped blazer, my size, available now.” Three clicks or less.
INDUSTRY
Contemporary Women’s Fashion
PLATFORM
Magento
MODEL
B2C Direct-to-Consumer
FOCUS
Visual Merchandising & Discovery
What discovery actually requires
A catalog without intelligent navigation is a wall of inventory
Contemporary fashion buyers browse across overlapping dimensions: silhouette, color, price, material, occasion, size. The collection is diverse enough that browsing everything is exhausting.
Poor navigation becomes a business problem. Every customer who can’t find what they’re looking for is a lost transaction. For contemporary brands where customers are deliberate and collection diversity is an asset, navigation effectiveness directly determines conversion.
The solution wasn’t more features. It was ruthless focus on reducing friction in how customers explore.
The implementation
Guided discovery architecture
We rebuilt Tibi’s merchandising infrastructure around guided discovery. Layered navigation guides customers through product dimensions progressively – start with collections, narrow to silhouette, refine by price, finish with color.
Color swatches are accurate representations of actual product colors. Multi-dimensional filtering works across silhouette, size, price, color, and material simultaneously, with results updating in real time.
What this delivered
Discovery without friction
Guided discovery
Navigation progresses logically rather than overwhelming all options at once. Customers narrow by collection, silhouette, price, color – with cognitive load decreasing at each step.
Mega menu visibility
Collection organization is visible immediately without drilling through nested submenus. Customers scan options intuitively and navigate fast.
Accurate visual selection
Color swatches represent actual product colors, not approximate abstractions. Customers click swatches to see which items are available in their preferred shade.
Real-time multi-dimensional filtering
Filter updates happen instantly as customers add constraints. The interface shows available options as filters tighten, preventing dead ends.
Mobile-first discovery
Touch targets are appropriately sized. Navigation works without scrolling fatigue. Fashion discovery happens primarily on mobile; the platform reflects that reality.
Performance without compromise
Sophisticated filtering maintains instant response times. Filter queries are optimized. No lag, no delays, no performance penalty for advanced functionality.
The bottom line
Discovery friction kills contemporary fashion conversion.
Customers don’t blame the product – they blame the experience. Navigation optimization isn’t a luxury feature. It’s a core business function.
Frequently Asked Questions
Contemporary fashion buyers browse across overlapping dimensions. A catalog without intelligent navigation forces customers to either browse everything (exhausting) or search only for what they already know (missing discovery opportunities). Better navigation increases both conversion and average order value.
Standard filtering presents all options at once and lets customers figure it out. Guided discovery progresses logically through dimensions, reducing cognitive load at each step while maintaining full power to explore.
Better discovery doesn’t mean more features. It means smarter architecture.
Ready to make your collection discoverable?
Let us discuss what you’re building.
We respond within one business day.