NYM
NYM is a fashion brand that offers a wide range of stylish clothing and accessories, catering to diverse tastes and preferences. The website showcases collections like summer wear, wide-leg pants, shirts, and trendy sets, designed to elevate personal style and confidence.
Reviving a Fashion Brand for the Digital-First Generation
NYM had built a loyal local following through boutique retail, but their digital presence was stuck in 2015. The existing website was a generic template that failed to capture the brand's bold, contemporary aesthetic. Mobile traffic accounted for 78% of visits but the mobile experience was practically unusable. Size-related returns were eating into margins at a devastating 34% rate, and the brand was losing ground to digitally native competitors.
Outdated website design that did not reflect NYM's fashion-forward brand identity
78% mobile traffic but a broken mobile experience with 6.2s average load time
34% product return rate driven by poor size guidance and misleading product imagery
No content strategy to build community or drive organic discovery
Fashion-Forward Design Meets Functional Excellence
We approached NYM's redesign as a fashion editorial project as much as a digital product. Every interaction, animation, and layout decision was made to evoke the feeling of browsing a high-end boutique. At the same time, we ruthlessly optimized the functional experience to eliminate friction in the path to purchase.
Designed a bespoke design system inspired by contemporary fashion magazines — bold typography, generous whitespace, and editorial image treatments
Built an AI-powered size recommendation tool using customer height, weight, and fit preferences, reducing size-related returns by 52%
Created an interactive lookbook feature allowing customers to see complete outfits and add all items to cart in one click
Implemented infinite scroll product grids with lightning-fast filtering by color, size, price, and collection
Redesigned the mobile experience from the ground up with thumb-zone navigation, swipeable galleries, and one-tap checkout
Storytelling That Sells Style
Fashion is emotional. We built NYM's content strategy around the stories behind each collection — the inspiration, the materials, the craft. This editorial approach not only differentiated NYM from fast-fashion competitors but also created rich SEO opportunities and social sharing moments.
Developed collection launch stories with behind-the-design content, fabric sourcing details, and lookbook photography
Created size-inclusive copy that speaks to diverse body types with confidence and warmth
Integrated user-generated content (UGC) galleries on product pages, showing real customers wearing NYM pieces
Built an Instagram shop integration syncing the website catalog with social commerce
Launched a style guide blog covering trend reports, outfit ideas, and care instructions — driving 40% of organic traffic
Headless Commerce for Speed and Scale
To deliver the immersive, fast experience NYM needed, we chose a headless commerce architecture. This decoupled approach gave us complete creative freedom on the frontend while maintaining the robust commerce capabilities of an enterprise platform on the backend.
Shopify Plus as the commerce engine with custom Storefront API integration
React + Next.js frontend with server-side rendering for optimal SEO and sub-second initial page loads
Algolia for instant search and faceted filtering handling 50,000+ SKUs in under 100ms
Vercel Edge Network for global content delivery with automatic image optimization and responsive image generation
Custom webhook architecture syncing inventory, orders, and customer data in real-time between Shopify and the frontend
Protecting the Brand and Its Customers
Fashion e-commerce is a prime target for fraud and payment attacks. We implemented comprehensive security measures that protect NYM's revenue and their customers' personal data without adding friction to the shopping experience.
End-to-end SSL/TLS encryption with HTTP/2 and HTTP/3 support
Shopify Payments fraud detection combined with custom ML-based risk scoring for high-value orders
GDPR compliance with cookie consent management, data export capabilities, and automated privacy policy updates
Rate limiting and bot detection preventing inventory hoarding and automated attacks
Regular third-party security audits and penetration testing with published vulnerability disclosure policy
From Boutique Secret to Digital Fashion Destination
The NYM relaunch marked a turning point for the brand. Within six months, they had transformed from a boutique with a broken website into a digital-first fashion destination with national reach and a rapidly growing international customer base.
Before vs After
Growth Over Time
Performance Scorecard
Explore the work in detail
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NYM saw +215% Mobile Revenue Growth. Let's talk about what we can do for you.
Outcome
Elevated brand presence with a modern e-commerce experience
