Website design for a clothing brand: Your own storefront, with fit and fabric on every product page.
We design every page a customer sees before the checkout and write the first draft of the copy, drawn around your range, for the price printed below. Shopify keeps the orders, payments and stock in an account in your name. None of your sales comes to us.
Open range build £6,950, paid once. Ex VAT.
A new label, a first order
Four questions stand between a new customer and the bag button
- Fit
Will it fit me?
A size guide that opens on the product page, beside the size buttons, with the measurements for each size and a line on how the piece is cut. Nobody has to leave the page to find a chart.
- Fabric
What is it made of?
A fabric and care section on every product page, with the full composition and the washing instructions in view on the way to the bag button, matching what the sewn-in label says.
- Returns
What if it is wrong?
The delivery price, how soon it arrives and how to send a piece back, beside the bag button, plus a returns page that is plain about the pieces that cannot come back.
- The label
Who is behind this?
A story page and a lookbook for each drop, both edited by you in Sanity, and photographs served at the size a phone needs, so the first one appears quickly.
Losing sales at one of these four? What goes wrong for clothing shops online covers the usual causes.
On the product page itself
Fibre, returns and green claims: what the law asks of a product page
Every product page we build has a place for each of these, so a new piece arrives with room for it. They apply in Great Britain, and are set out as they stand at the time of writing.
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Fibre content before the bag button
The composition of every piece has to be clearly visible before the customer buys, and the regulation spells out that this includes buying online. On a product page, that means in the listing itself, not only on the sewn-in label.
Sources: Textile regulation, Article 16gov.uk, textile labelling
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The right to cancel, told before the order
The customer is told how to cancel, and that they have 14 days after delivery to do it. A shop that leaves this out hands them 12 months instead. Pieces made to the customer’s own measurements or specification, or clearly personalised, can be exceptions, and so can sealed hygiene items once opened. A standard size made after the order usually is not.
Sources: gov.uk, online and distance sellingConsumer Contracts Regulations, regulation 28
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A green word needs the evidence behind it
The CMA expects general words such as “sustainable” or “eco-friendly” to hold across the whole life cycle, backed by evidence. Its own example is a comparison: a claim that a clothing range is now “greener” is unlikely to be fair and meaningful on its own.
Sources: CMA, environmental claims on goodsCMA, green claims checklist
Rented, borrowed or yours
What changes when the next drop goes live
All three can sell a drop well. What differs is whose layout the pieces appear in, and what it takes to give a drop pages of its own.
Rented
On a marketplace
- The drop goes up as listings in the marketplace’s own template, ordered by its search.
- Buyers arrive through the marketplace, and its rules decide how, and whether, you can reach them about the next one.
- Its fees are whatever its own pages say on the day you list.
Borrowed
On a bought theme
- The drop fills the theme’s product template, the same design every other buyer of that theme has.
- A lookbook or a capsule page the theme was never drawn for means bending it, or buying a second theme.
- A size guide tends to come as an add-on app, billed monthly on top of the plan.
Yours
On a storefront written for your label
- The drop gets the pages it needs: a lookbook or a capsule page you edit yourself in Sanity, and a new category that slots in with its own filters.
- Shopify takes the orders, payments and stock behind it, in a Shopify account in your name, billed to you directly.
- Nothing changes on our side when it goes live: no commission on the sales, and no monthly fee to us.
Our pick for a clothing label
Open range
£6,950 ex VAT, paid once
A complete storefront written for your label, with 20 products included and more priced per product in the configurator. Filtering by size, colour and type is there from day one, so a category you have never sold, outerwear after knitwear or a first run of accessories, slots in without a rebuild. On-page SEO runs across the whole catalogue, Shopify’s checkout sits on your own domain, and Sanity lets you edit lookbooks, size guides and the story page yourself.
A tight capsule that will stay about this size? Set range is £5,500 ex VAT: the same storefront and checkout, with filtering built around the range you have now. Moving up after launch is £2,250 ex VAT, printed here so it never arrives as a surprise.
Price your label’s storefrontWhat it costs to run, after launch
- Your domain
- Renewed at cost, in your name.
- Your Shopify plan
- Paid to Shopify from your own account. Basic, the plan a new storefront starts on, is listed at £19 a month when billed yearly, or £25 monthly, as we write this.
- Card fees
- Shopify’s, taken from each payment. For a standard online card payment on Basic, its pricing page lists 2% plus 25p, as we write this.
- To us
- Nothing. If you would rather we handled the catalogue changes, seasonal swaps and new lines, the Release plan is £449 ex VAT a month, and it is optional.
Your questions on Shopify, fabric and returns
Do I have to leave Shopify to get a storefront of my own?
No. The storefront we write sits in front of Shopify: your products, orders, stock and payments stay in a Shopify account in your name, and its checkout runs on your own domain. What we design is everything a customer sees before that checkout, drawn around your range.
Do I pay Shopify as well as you?
Yes, straight to Shopify, from your own account. Shopify lists Basic at £19 a month when billed yearly and £25 when billed monthly, and Grow at £49 or £65 on the same terms, as we write this. Card fees come off each payment too: Shopify lists a standard online card payment at 2% plus 25p on Basic and 1.7% plus 25p on Grow. Your domain renews at cost. We take no commission on any sale.
Do I have to show what my clothes are made of online?
Yes. Under the textile labelling rules that apply in Great Britain, the fibre composition has to be clearly visible to the customer before they buy, and that includes buying online. A sewn-in label they only see after delivery does not do that job. That is the position at the time of writing, and the gov.uk guidance covers England, Scotland and Wales. Each product page we build has room for the fibre content, the size guide and the returns line before the bag button; what you write into them, and any claim you add after launch, is yours to keep accurate.
Can I describe my range as sustainable?
Only if you can back it. The CMA’s Green Claims Code says words like “sustainable” or “eco-friendly”, used without explanation, are likely to be read as meaning the product or the brand does no environmental harm, and a business that cannot prove that risks falling short of the law. Its own example is a comparison: telling customers a clothing range is now “greener” is unlikely to be fair and meaningful on its own. Say exactly what is true, such as the fibre a piece is made from, and keep the evidence.
What do I have to tell customers about returns?
Before they order: how to cancel, and that they can cancel up to 14 days after delivery without giving a reason. Leave that out and, at the time of writing, they can cancel at any time in the next 12 months. Pieces made to the customer’s own measurements or specification, or clearly personalised, can be exempt; a standard size made after the order usually is not. Sealed goods that are not suitable for return for hygiene reasons can be exempt once unsealed, which is the question for some underwear and swimwear.
Who owns the shop?
You do. The domain, hosting, code and editor are set up in your own accounts and we are added as a collaborator, so the site stays put whoever you work with next. The Shopify account is yours as well, which means the orders and the customer list go wherever you go.