Restyling

Premium Fashion
Commerce
The tech trends defining high-end commerce
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Contents
01
Introduction: Best in class
02
Building your brand DNA
fashion, best in class tech in the age of omnichannel
page 03 page 06

03
Own the conversation,
04
The new circular
see the conversion economy
page 17 page 24

05
Set up shop in style by
06
Acknowledgements
building with Shopify
page 30 page 32
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Introduction

Best in class fashion,

best in class tech

3
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 4

Long synonymous with craftsmanship, innovation, and exclusivity, the

luxury and premium fashion industry as we know it is thriving. In 2023,
the global luxury goods market amounted to around £295 billion
($346 billion USD).

The fashion industry is moving faster than ever before, and

diversifying at a similar pace. As shopping journeys vary, brands are
looking to personalise the experience for an audience that expects
convenience and quality.

This experience must be shaped by a blend of physical But to do so, today’s premium fashion brands must not
and digital experiences. In Shopify’s most recent State only address their high street boutiques and online stores,
of Commerce survey 1, more than two thirds (67%) of but the tech stack underpinning them all. Merchants must
Europeans revealed that a good integrated shopping ask whether their current model can facilitate the whole
experience between online and offline is important user journey, and whether they are building out not just
to them. an omnichannel experience, but a truly unified commerce
platform fit for the future of premium fashion.
With this comes a greater demand for product
authenticity, experience, and connection. Fashion houses Brands must deliver the same consistent luxury experience
can no longer simply embrace multichannel as part of while being everywhere at once and permeating every
their offering: they must weave their brand DNA into the channel. The way brands can do this is through the right
shopping experience seamlessly across every single platform, with the right tools and tech stack. Enter Shopify.
selling surface.

Social media platforms are giving new brands and

consumers a voice, creating ambassadors advocating
for brands in ways not experienced before. Now more
than ever, a brand’s owned content experiences plays an
integral part in their interactions with customers in the of Europeans revealed that

67 %
arenas they use. In essence, owning the conversation, a good integrated shopping
along with customer data, is crucial. experience between online and
offline is important to them.
A new, circular economy is also on the rise, as are second-
hand luxury clothing sales. With today’s technology, resale
is no longer a threat to premium brands but a business
opportunity, and a gateway to an entirely new generation
of potential customers.

1
The Shopify European State of Commerce Report, commissioned in Spring 2024, provides a detailed analysis of consumer and retailer sentiment
drawn from a survey of 1,008 retailers and 7,628 consumers from across five Countries (UK, France, Germany, Italy and Spain) and 11 retail
verticals (including fashion/apparel, health/wellbeing, beauty, food/beverage, consumer electronics, homeware, and more).

4
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Fashion brands that grow with Shopify

Whether you’re a premium fashion line with a select number of

boutiques, or an enterprise with a footprint on every continent,
Shopify is the ideal commerce platform for brands looking to offer
clients exciting and innovative experiences.

The easy-to-use platform offers customisable options, a robust and

secure infrastructure, and scope to grow and expand.

Accelerated growth brands International and heritage brands

Premium brands experiencing rapid growth need a Established global brands truly cross borders
commerce solution which is flexible and scalable, to reach their customers, so having access to
while offering feature-rich experiences and super-fast an enterprise-level solution that delivers robust
go-to-market/ stand-up times that readily showcase functionalities and full localisation capabilities
everything an expanding business has to offer. across multiple markets is essential.

Omnichannel brands which want to Brands with enterprise scale ambition

stand out everywhere Enterprise-level brands seeking best-in-class
Projecting the right brand identity is vital in an ever technology solutions can leverage Shopify’s robust,
evolving marketplace, ensuring you convey exactly the enterprise-grade platform, which offers advanced
brand DNA and experience you and your customers features, robust security, scalability, and seamless
want regardless of channel or touchpoint. integrations with other enterprise systems.

Image conscious brands Constantly innovating brands

Premium fashion brands are protective of their Innovation lies at the heart of every premium brand,
prestigious image, and rightly so. That’s why and those looking to stay ahead of the curve, as well
Shopify provides advanced customisation options, as ahead of the competition, need to be constantly
seamless integrations, and sophisticated storefront evolving their ecosystem by incorporating the
experiences designed to uphold and enhance that next-gen features to support their innovative efforts.
premium positioning.
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 6

01.
Building your
brand DNA in the
age of omnichannel

6
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 7

For companies and consumers alike, commerce in 2024 and

beyond is about the luxury of choice.

Taking this one step further, brands are no longer limited to just
one-track sales. Instead of being confined to selling and collecting
data solely via their website, app, or physical store, they can now
be in many places at once.

In 2023, Bain found that a resounding 99% of retailers “And the channels for selling will increasingly move
said that a well-executed, unified commerce strategy towards emotion – the best sales vector to make people
has an impact on overall profitability. A Shopify survey forget the price,” he explains.
of European businesses from 2024 also confirmed that
a full third of merchants believe social media will be
their biggest driver of sales by 2030.

While diversifying the sales strategy across multiple

channels is important, ensuring those channels
are unified to create a seamless experience for the
customer, is key. Infusing your brand’s DNA – the je ne
sais quoi – helps your design stand out and up. This is
no mean feat to replicate on a smartphone app if what
you’re known for is quality fabrics. In order for brands
to achieve all of this, adaptability and customisability
within a commerce platform are crucial.

“Brand image is increasingly important [for fashion

labels],” explains Yann Rivoallan, president of the
Fédération Française du Prêt à Porter Féminin, the
industry body which represents French fashion.

99 %

of retailers said that a well-executed, 1-in-3 merchants believe social

unified commerce strategy has an media will be their biggest driver
impact on overall profitability. of sales by 2030.

7
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 8

Omnichannel’s new look

Consistency in communicating a brands ethos and This might sound easier said than done. Nicolas Santi-
design across channels is something that Sofia Broggini, Weil, CEO of luxury brand AMI PARIS, admits that
Merchandising Manager at the luxury clothing atelier premium and luxury fashion brands have not always
and global ecommerce brand Antonia, finds crucial to embraced this strategy in the past, but are swiftly
be successful: “To make a brand relevant in the eyes of evolving. Speaking in conversation with Shopify
consumers, it is necessary to convey a well-defined and President Harley Finkelstein at the Vivatech conference
coherent image that aligns with its values and vision. Even in Paris in May 2024, he comments
though the touchpoints may vary, whether physical or
digital, the tone of voice, design, content, and especially “The mistake [luxury fashion brands made] might have
the visual elements must follow a consistent line that the been to separate teams between on and offline. Online is
audience can recognise and attribute to the brand.” actually the best way to do offline, because it brings you
all the right tools, [and] data to take the right decisions.”
To do that means capturing that same emotion through
your brand and products on a catwalk, a smartphone, By unifying their online and offline inventory, premium
or any shoppable surface. The challenge is developing fashion brands can adopt a truly unified system
a flexible, underlying omnichannel platform, not just through which they are able to meet customers at each
appealing page templates. stage of their journey, and convey that hallmark of
quality everywhere.
“Brands are focusing more on their CRM and loyalty
programs, in order to create a more omnichannel ​​
However, as ecommerce becomes more sophisticated
strategy”, explains Giorgia Santinami, Chief Digital and global, data has become a commodity, leading
Business Management and Development Officer, dAgency. governments to increasingly restrict access to personal
“Collecting omnichannel data means that they can collect data. Giorgia Santinami advises, “Since data restrictions
the same information both from retailers and websites.” in Europe are becoming more and more strict, it’s
important to have good governance of them. But not just
on the digital side, even on the retailer side, because this
is really important to have a full analytical view.”

Luxury is defined by a brand; the

ecosystem is nurtured by its essence,
and activities are an integral part
of what drives it. Customers often
choose a brand’s name, then a
specific product. For this value-based
system, every touch-point is essential
in conveying the brand itself, and its
underlying position.

– Giorgia Santinami
Chief Digital Business Management and
Development Officer, dAgency

8
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Case Study

J.Lindeberg: Building brand DNA online

to boost sales

High-end fashion and sports brand J.Lindeberg was

founded in Stockholm and New York in 1996. It was
launched to modernise style in the world of golf, inspiring
players to leave behind their staid white polo shirts.

Since then, J.Lindeberg has grown into an innovative and sophisticated brand
offering fashion as well as sports collections within golf, ski, tennis and other
outdoor activities, along with athleisure apparel to customers all over the world.
The company always had ambitions to build out its brand presentation and do
bigger things on its ecommerce site. The key to unlocking more commerce was
content, but showcasing that was tricky. Surfacing those fashion shows, look books
and more to inspire shoppers was essential, but the back-end tech was constraining
their vision.

Andreas and his team first explored a headless track with Shopify as an order
engine. But they quickly realised Shopify could power their entire ecommerce
operation and help them achieve what they wanted for their branding ambitions.

Shopify also solved another challenge: timing. J.Lindeberg was about to launch a
new ERP so needed to act fast to replatform once the ERP was in the system. Very
fast, in fact: it needed to be done in under four months.

With the help of an internal team led by the Head of E-Com, a project manager, a
This e-com platform is 50% platform product owner and a local agency specialising in design and UX, Grebban,
brand and 50% business. the team were able to replatform in just 16 weeks and create a vibrant website
reflecting the premium look and feel of the brand.
We know what we want to
do and where we’re coming Features such as the ‘Mild to Wild’ slider and the ability to use liquid themes
from and we need a tool have enabled J.Lindeberg to continue to build its brand and in turn led to the
which can operate that... extraordinary AOV uplift, especially on orders from customers that have used these
style and guide modules.

Timing was of the essence.

Shopify was the solution.
A tool that could deliver
the right tech off the
bat, with speed, and
which would allow us to
prioritise branding.

– Andreas Koschnike
Head of E-com, J.Lindeberg 70% 7%
increase in revenue increase in conversions

9
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

The power of POS

Fashion brands have traditionally used separate systems for different

aspects of their business, whether for customer transactions,
inventory management, or business operations.

But today’s premium brands prefer to use unified POS (Point of sale)
systems as they bring all these components together under one
platform, providing a seamless and centralised solution for sales and
inventory across every channel.

The benefits happen in real-time, as changes made in one As brands increasingly look to operate from multiple
part of the system, such as a sale or inventory update, are locations across borders, as well as from events and
instantly reflected across the entire platform, providing fashion shows, access to unified POS systems allows
real-time visibility and accuracy. What’s more, as all data brands to manage online and in-store sales from a single
is centrally stored, brands can look to easily access and interface via an integrated commerce platform. And
manage data from all touchpoints across the business. So, just like any other business tool, you can scale it with
it’s easy to generate comprehensive reports and analytics the needs of the business, accommodating growth and
to help gain insights into sales performance, inventory additional features or locations as needed.
levels, customer behaviour, and other key metrics.
By consolidating all aspects of a business, from sales
Having a unified commerce approach also allows brands and customer management to inventory and reporting,
to offer flexibility. With features like ship to customer, a unified POS system streamlines operations, improves
buy online and pickup in store, buy online and exchange data accuracy, and provides a comprehensive view of
or return in store, local delivery, and more, brands can the business, ultimately helping to enhance efficiency,
offer the most convenient purchasing experience for productivity, and decision-making.
their customers.

But the demand for unified commerce

goes both ways.
The Shopify State of Commerce report from 2024 revealed
that nearly two-fifths (39%) of consumers in Europe said
a tech-enabled shopping experience was a priority, and
many businesses are receptive: a third (32%) of retailers
said they have already started to improve their customer
experience by integrating their online and
offline channels.
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Case Study

Juicy Couture: Unlocking more channels

with CX

Los Angeles-born casualwear brand Juicy Couture was

founded in 1997, but it recently broadened its offering
in Europe.

Already an iconic brand, popularised by celebrities such

as Paris Hilton, Madonna and Britney Spears, it wanted to
expand rapidly – and now sells via a number of retailers
including Selfridges, JD Sports, and Urban Outfitters. For
Juicy Couture, speed to launch, control, and visibility were
the main priorities.

In February 2020, the brand chose Shopify as its new solution, before elevating to
Shopify in 2022 with the help of partner agency Quickfire. Existing within a multi-
brand company, they are now able to have one central Shopify account with the
ability to switch between their other brands and functions.
The brand started implementing small changes like using product tags to indicate
responsibly sourced materials, and meta descriptions which bolsters the brand’s
visibility in search results. They also introduced incentives in the checkout, through
I’m a true believer of selling integrated payment providers such as Klarna, or free delivery on spends over £100.
via all platforms or channels.
And, of course, having your One thing the business can no longer live without is Shopify Launchpad, a feature
that automates repricing items – which has saved valuable time during sales
own physical, standalone
periods like Black Friday and Boxing Day.
store is ideal. But currently,
for us, selling through The team attributes the success of the new website largely to the better
wholesale retailers and customisation, as well as targeting and SEO. Users are spending more time on the
having an online store is website thanks to its visual image search capability. In future, the website will also
include features such as virtual fitting rooms, where they can try on pieces through
the best solution – they just an avatar and tuck or untuck shirts, roll up sleeves, and resize items to fit their
complement each other... body type.

Different departments can

have access to Shopify, so we
can all be looking at the same
things, whether it be analytics
or sales. It’s a major benefit
having that kind of ease.

– Yasamine Beheshti
Head of Ecommerce, Batra Group

11
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Omnichannel vs Unified Commerce

Fashion thrives on innovation and being at the forefront of change.

No one understands that better than the best premium brands.
Constant reinvention is in their very DNA.

That’s why the leading brands are also innovators in the technology
space, understanding that providing a seamless customer
experience is crucial in today’s premium shopping landscape.

Brands are increasingly adopting omnichannel strategies, So, whether they want to start their sales journey online,
providing customers with a consistent and connected continue in-store by pick-up, or complete their purchase
experience across multiple channels, whether that is in a through a mobile app, they can do so. All the while, your
high street store, online, through mobile apps, or on social brand maintains a consistent view of their shopping
media platforms. cart, preferences, and order history, and can personalise
outreach accordingly.
But truly unified commerce takes omnichannel to the
next level by centralising all the valuable data from those By embracing unified commerce, premium fashion brands
self-same channels under a single platform, with one are already moving away from the limitations of traditional
back office enabling real-time data synchronisation, full omnichannel strategies by creating additional value
inventory and product listing visibility, and a consistent through, among other levers, personalised experience to
customer experience across all touchpoints. customers, while also optimising their internal processes
and operations.
While omnichannel focuses on direct channels, unified
commerce is capable of covering both direct and indirect
channels. This not only enhances operational efficiency
but also provides a comprehensive overview of the
business, enabling data-driven decision-making and
improved customer experiences.

It’s not all about business, but empowering user

experience too. With unified commerce customers can
seamlessly move between different channels without
experiencing any disruptions or disconnects.
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 13

Why Shopify is the essence

of unified commerce

Premium fashion brands are discovering

the value of creating a unified commerce
experience for their customers using
Shopify’s range of powerful tools.

Shopify’s robust commerce platform gives

brands comprehensive data and insights
into customer behaviour across direct
and indirect channels, enabling them to
personalise experiences, refine strategies
and optimise inventory.

Shopify unified commerce enables luxury brands to:

Seamlessly weave brand DNA Give shoppers a new way to

through all selling surfaces experience products using Shopify AR

Strategically move customers Deliver full control and visibility

through their buying journey selling through wholesale retailers

Manage online and offline

Synchronise product catalogues
inventory and sales management
for selling via social channels
through Shopify POS

13
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Great Shopify fashion storefronts

Leading luxury and premium fashion brands across the globe,

including Pucci, Dries Van Notten, Isabel Marant, and Elie Saab,
consistently use and trust Shopify products to convey their brand’s
DNA beyond customer expectations across their own websites.

Nina Ricci
The French luxury fashion house
is celebrated for its elegant and
feminine fragrances, as well as its
timeless ready-to-wear collections
that epitomise Parisian chic.

Drake Related
The official website for Canadian rapper Drake and all-
round “world-class entrepreneur”, Drake Related brings
news, merchandise, and exclusive content for fans.

14
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

SEASE
Blurring the lines between urban
and activewear, this men’s luxury
brand crafts wardrobe essentials
made from versatile and sustainable
materials designed for the outdoors,
meant for the city.

OGÉR
OGÉR is a high-end multibrand retailer in the Benelux
region offering an all-encompassing luxury lifestyle
experience with fashion at its centre.

Antonia
Antonia is a successful luxury multi-
brand store in Milan, as well as a
prominent global e-commerce brand.
It is known for its skill in blending
established fashion labels with
emerging avant-garde designers.

15
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 16

02.
Own the
conversation,
see the conversion

16
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 17

Twin economic factors are changing how premium fashion brands

communicate with their customers.

In contemporary fashion, there’s an increasing demand for brands

and designers to go beyond relying solely on the visual impact of
clothing and models, and instead, incorporate additional elements
such as sustainability practices, diversity in representation, and
innovative storytelling to make a meaningful impact.

You need to reach potential customers where they are, but doing
so in 2024 is challenging.

Apple and Google’s seismic changes to sharing user data Premium fashion brands can get more control, not just
in recent years have changed the landscape of digital of their image, but their sales channels, by focusing
marketing for every industry. The increasing cost of placing on owning the conversation. But to do so requires a
ads, which some have estimated as increasing by 200% for recognition of where those conversations take place.
tracked users and 155% for non-tracked users since Apple
introduced its privacy controls, is causing brands to look to
their own channels and focus on first party and zero party.

Meanwhile, the recent challenges faced by multi-brand

retailers in the high-end space such as Matches and
Farfetch have also served to highlight the dangers to
brands of relying only on other retailers to make an impact.

Working your brand’s customer base

is one of the two biggest trends for
luxury retailers in 2024 and beyond.

– Yann Rivoallan
President, Fédération Française du Prêt
à Porter Féminin

17
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 18

The luxury market and social selling

For more than a century, elite fashion houses have relied on Platforms such as TikTok and Instagram have changed the
exclusivity to create allure and desirability – through both dynamic from broadcast to a two-way conversation, as
pricing and marketing. they surface content from users to those large audiences,
not just those users’ friends or followers.
Trends were set and statements made in Milan, Paris or
London; products designed by rockstar creative directors, “TikTok encourages user-generated content (UGC), where
not communities. But the rise of social media in recent everyday consumers can showcase their own personal
years has disrupted the traditional top-down approach to style, creativity, and experiences with luxury fashion
luxury marketing by democratising the industry and giving products,” Ingham continues.
rise to a more collaborative and community-driven dynamic
in marketing. This shift to more of a focus on authentic and relatable
user driven content has levelled the playing field, allowing
In particular, the rise of video sharing platform TikTok, smaller creators and ordinary users to gain traction and
which is expected to have 1.8 billion monthly active users by influence within the luxury fashion space.
the end of 2024, has upset the status quo, with its ability to
surface content from any user and see it go viral, up-ending
the traditional one-way marketing funnel in the sector.

“Fashion has previously been driven by polished content

created by brands’ creative teams,” explains Natasha
Ingham, who works on luxury brand partnerships for TikTok.

The rise of social media in recent years

has disrupted the traditional
top-down approach to luxury marketing
by democratising the industry and
giving rise to a more collaborative and
community-driven dynamic in marketing.

18
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 19

When every customer becomes

an influencer
Nowadays luxury brands are becoming much braver in their
Burberry in particular has led the charge here by leaning
approach to creator marketing using creators as a creative
into craft-led creators and partnering with a diverse range
collaboration rather than just asking them to peddle their
of talent from bakers, chocolatiers and illustrators who
brand dictated message or product, Ingham explains.
create work using shadow (@shadowology), to creators
who use Sylvanian Families [toys] to create entertaining
As an example, look no further than @LuxeCollective, the melodramas (@sylvaniandramaa1).
luxury reseller who built their customer community via
social media using informative and educational content
Perhaps most telling of this new trend: that these
about the wider luxury fashion industry delivering real value
everyday influencers are now being brought into premium
to the user.
brands’ more traditional marketing tactics too, including
their seasonal fashion shows, with Italian TikTok star
“Faced by their founder, Ben Gallagher, they place @Khaby.Lame walking in a Hugo Boss show and ‘Tube
personality at the centre of the content making it relatable Girl’ @sabrinabahsoon walking for both MAC and
and engaging which has in turn supported them to become Christian Cowan.
the most followed luxury reseller brand on social media,”
she says.
“We will continue to see this symbiotic relationship
between creators and luxury brands grow as authenticity
It also means smaller, newer labels within the sector are and engagement continue to be key,” Ingham concludes.
able to gain exposure and reach new audiences without the
need for massive marketing budgets. “This has opened up
But social is not the only way for premium fashion brands
opportunities for anyone to gain attention on the platform,
to own the conversation, with many looking to their own
including emerging designers, independent boutiques, and
channels to help build longer-term relationships with
niche luxury brands,” Ingham continues.
their customers.

But established premium brands in the space are now

recognising the opportunity here too, and changing up
their marketing approach, and reaching out to partners and
influencers that might at first glance appear unrelated.

“The brands who are winning are leaning into an approach

which empowers the creator and leans into social trends,”
Ingham says.

Social is not the only way for premium

fashion brands to own the conversation,
with many looking to their own channels
to help build longer-term relationships
with their customers.

19
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

The power of social commerce

The convergence of social media and ecommerce has emerged as an

increasingly effective tool in recent years, enabling premium fashion
brands to create meaningful connections with target audiences.

Social commerce is only set to grow in importance in 2024,

reshaping how consumers discover and purchase products.

Brands can directly interact with audiences by delivering By integrating features such as shoppable posts, live
personalised shopping experiences tailored to customer streaming, and interactive storytelling, brands can
preferences, directly within the social platforms they immerse consumers in their world, fostering emotional
frequent. Whether showcasing products through connections and driving brand affinity – Shopify provides
engaging and visually enticing experiences, or by giving this, delivering key commerce integrations with all major
exclusive access to products, promotions or events, social social networks including YouTube, X, TikTok, Instagram
commerce offers a unique opportunity for premium brands and Facebook.
to thrive by connecting directly with consumers, while
simultaneously fostering brand loyalty.

The power of peer-to-peer recommendations cannot be

underestimated, as word-of-mouth endorsements raise
brand awareness and credibility, particularly among
younger demographics who value authenticity far more
distinctly than traditional methods.

Brands can directly interact with

audiences by delivering personalised
shopping experiences tailored to
customer preferences, directly within
the social platforms they frequent.
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Case Study

How Kick Game turned owned content

into active sales

In its early days, Kick Game was an independent,

online-only footwear retailer offering rare and exclusive
sneaker drops.

But the brand, founded by brothers David and Robert Franks in 2013, has scaled up
massively, from opening its inaugural flagship store on London’s Kensington High
Street in 2020 to becoming a premium online marketplace with bricks-and-mortar
stores across the UK and Europe. Today it houses not only some of the most sought-
after streetwear brands, but celebrity collaborations.

The team at Kick Game were looking to scale and launch onto the high street, but
critically, their previous ecommerce platform, OpenCart, lacked in-store point of
sale (POS) integration. As Kick Game was looking to open its first store, one unified
POS system that logged inventory across web and physical stores was essential.
I can go into Shopify POS
and spin up a new store in After surveying their options for a commerce solution that could support the
physical growth of the brand first, the Kick Game team decided on Shopify for its
half an hour. Then anytime
effortless POS integration with its stores and existing tech stack – before quickly
something sells in store, it realising it could help address other pain points such as order management
automatically adjusts the reporting and theme development.
inventory online as well.
The simplicity of opening a new store location with Shopify POS and the ability to
It’s a game-changer when
automatically track inventory levels has enabled Kick Game to expand at speed –
you’re trying to set up an from £2 million to 50 million in annual revenue in a few short years. Its omnichannel
omnichannel business... model has opened up opportunities for even more brands to sell via the Kick Game
marketplace, as well as collaborations with artists and celebrities.
When we post a celebrity –
Kick Game’s YouTube channel is now also a huge arm of the business. Through
[footballer] Rio Ferdinand
filming celebrity shopping videos in its Covent Garden store and promoting them
came into our store a few in a video section on the website, sales have gone through the roof. A collaboration
weeks ago and did a sneaker with IShowSpeed saw an instant 2000 sales of the Yeezy Foam Runner after the
shopping episode – we see influencer picked up the shoe in a sneaker shopping video – a prime example of how
a huge uplift in sales for Shopify enables internal marketing teams to embed content that can drive even
more conversions.
those shoes, because it’s a
nicely curated landing page.
Compared to prior to using
Shopify, we see a much
higher time spent on site on
our collection pages.

– David Franks
Over 70%
Kick Game, Co-founder and CTO 10 videos of transactions driven
by organic social
with 1m+ views

21
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 22

Building tools specific to your brand and tech stack can be

difficult and time consuming, especially as you scale.

Capturing customer data wherever they are and tracking that

journey is essential, but so is establishing a long-term connection
and conversation with your company that extends beyond one
more transaction, and this requires compelling content.

Shopify’s tools allow retailers to tell their stories easily and

maintain their brand DNA across all channels – including some
overlooked ones you might not have considered before.

The key challenge for luxury retailers in

2024 and beyond will be to strike a balance
between tradition and innovation, and
exclusivity and accessibility in order to
meet the evolving needs and expectations
of today’s discerning consumers. By
creating content strategies which place
authenticity at the heart, whilst staying true
to their brand values, they can capture a
community which will have lasting effect.

– Natasha Ingham
Luxury Brand Partnerships, TikTok

22
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 23

03.
The new
circular economy

23
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 24

Environmental responsibility is top of the news agenda and

front of mind for today’s shoppers, a theme that was apparent
during last year’s Black Friday Cyber Monday weekend. Research
by Shopify found that 54% of shoppers globally say they shop
sustainably, or plan to do so.

A crucial element of sustainability for fashion brands is the

circular economy. Another Shopify survey found that a third of
European shoppers are increasingly looking to buy second-hand,
with 30% saying it is a priority.

This research tracks with wider global consumer

trends for re-used and vintage fashion items: the
selling of previously owned items through online
marketplaces is commonly known as ‘recommerce’,
Sustainability and environmental
and this resale market is growing 11x faster than responsibility are another important
the broader retail market, and feeding into an trend, especially for the new generations.
increasingly circular economy powered by the latest This is why many e-commerce platforms
commerce technology.
today have already started to adopt
Mainstream fashion is not alone in its fascination more sustainable practices, starting with
for all things pre-loved, as premium and high-end packaging and moving to responsible
brands have long known about the value of the production processes. However, this
second-hand market. So much so in fact that the
must be done by balancing sustainability
chairman of the Fédération Française du Prêt à
Porter Féminin, Yann Rivoallan, predicts it will be
with the image of exclusivity and luxury
one of the “two biggest platforms that drive luxury that a brand represents.
sales in 2024 and beyond”.
– Sofia Broggini
Merchandising Manager, Antonia

of shoppers globally say

54 % they shop sustainably,
or plan to do so.

24
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 25

Vintage products, new customers

Not only does recommerce provide a new access point to As consumer awareness around sustainability and the
untapped markets otherwise lost to third-party platforms, circular economy only grows, recommerce is expected
it gives premium brands full security, as well as visibility, to experience significant growth in the coming years.
of the product cycle. Its potential to disrupt traditional retail models, while
giving brands new revenue streams is something
This creates a huge opportunity for premium brands to fashion brands at every level of the market, including
expand into new markets by attracting an entirely new luxury, should be exploring.
demographic of consumers. What’s more, it’s a trend
being accelerated by social media companies.

“With vintage and pre-loved fashion already such a huge

content pillar on TikTok, it offers consumers access to
luxury goods and allows luxury resale retailers to reach
entirely new customers through social commerce. Early
sales shared by brands show there is a strong appetite for
luxury shopping on TikTok, and the audience is definitely
buying,” explains Natasha Ingham.

Knocking down the tech divide

between commerce and
recommerce
But to do so presents a logistical and technological The experience for sellers is simple. They don’t need to
challenge. For a brand to provide a compelling second- take photos or negotiate, and they are sure to be paid
hand experience, it needs to match the experience of the as soon as the item is received. The credit can be spent
first-hand store, whilst providing the handling and quality on your brand’s new collection, or again in the second
control that a marketplace cannot offer. hand collection

Your tech stack needs to support this, but brands Patricot says this isn’t about undercutting your new line,
looking to launch resale offerings on their own site do but retaining and returning customers. Furthermore,
not necessarily need to invest heavily here with the right it rewards those first-hand customers that can resell
platform, as one-stop tools, such as those offered by items quite quickly after the purchase as they become
French tech start-up FAUME, seamlessly integrate into a hot second-hand sellers. “Brands are struggling to make
company’s website using Shopify, allowing customers to people come back in store, but you can do this by giving
simply toggle between old and new. people an option to sell back their item, and give them
something to spend on the new items in the brand,”
As FAUME’s founder, Lucas Patricot explains: “when he says.
you click on second-hand you switch to a second-hand
site, where the brand is able to sell items online or And the buyers themselves, he says, are an entirely
made available in-store. All items are sent to a series different audience altogether, that skew younger. “It’s
of refurbishing partners where they are authenticated, a way to start a relationship with a new customer,
cleaned, and professionally photographed, ready to be and afterwards they will jump on a new collection,”
re-sold.” Patrico says.

25
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 26

Second-hand fashion,
first-hand data
Patricot points out that as well as the social responsibility Patricot thinks the second-hand opportunity doesn’t
appeal to younger customers, re-commerce should also stop there however, but will eventually break into
appeal to premium fashion brands for several reasons. It’s boutique stores themselves, with last season’s owned
a chance to set the price of your brand in the sector, which products sold alongside brand new collections.
can help to shape value perception for buyers.
To that end, Faume is working with partners to stock
But most importantly, it’s another chance to capture second-hand items in flagship stores – currently just as
customer data. “With second-hand, you can keep first a marketing ploy, but it could be the start of something
party data, and this is really the ultimate game-changer,” much bigger in future. “Second-hand is going to act
he explains. “You can connect the dots between all your exactly as a new experience,” he predicts.
customer journeys.”

That opportunity is critical for premium fashion brands

which have traditionally sold via multi-brand retailers,
and therefore had absolutely no insight into who their Second-hand customers
customers were. Having that insight – knowing your are new customers
customer, knowing where and how they like to shop, as
well as what deals to offer them – can change everything,
letting you target specific audiences where they are
most receptive.
of buyers across all 45
60% FAUME partner brands
are under 35

of second-hand buyers
15% convert to the new collection
within a year

of second-hand buyers are

70% unknown to the brand

26
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Case Study

SEASE: Showcasing sustainability

Luxury lifestyle brand SEASE sets out to combine elegance

with performance, creating clothes that blend the latest
technology with natural materials.

Through its flagship stores, SEASE had already created a

sense of community with its customers, and was looking to
successfully replicate that experience online. By switching
to Shopify, the brand was able to deliver a more rounded
and connected experience for its customers.

The brand paid great attention to detail, working to translate the brand’s codes into
distinctive design choices through well-defined UX and UI strategies implemented
by dAgency.

Key to this strategy was exploring the brand’s sustainability story in detail. Working
We needed not just a with Shopify, the team at SEASE has been able to create a content-rich platform that
website, but a digital simultaneously raises the brand’s digital identity and customer experience. Using
platform that immersed the metafields in the website’s backend, the business has been able to share the story
behind its iconic Solaro fabric seamlessly within customer journeys, enhancing the
user when they landed on
overall shopping experience for sustainably-minded shoppers.
it for the first time and the
atmosphere experienced
in SEASE flagships, which
are not just stores but
hopefully, places capable
of uniting experiences,
community, and passions...

The enhanced digital

experience empowered by
Shopify has enabled SEASE
to strengthen its brand
positioning, foster deeper
customer connections, and
drive sustainable growth.

– Maria Senatore
Head of Ecommerce, SEASE

27
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Recommerce with Shopify

With the rise of the circular economy and growing interest in sustainable
shopping practices, premium brands are perfectly placed to take
advantage of recommerce.

It has become an important trend in the ecommerce industry and

involves the resale of previously owned or used products, attracting
customers interested in more affordable and environmentally friendly
shopping options.

The global secondhand apparel market will grow 3X faster than the global apparel market overall

2021 $96B
The fastest growth is
2022 $119B expected to happen
in 2022 at 24%
2023 $141B

2024 $168B

2025 $196B

2026 $218B

0 $50B $100B $150B $200B $250B

North America Europe Asia Africa Australia South America

By 2030, the recommerce industry is expected to be worth £65 billion,

almost double that of fast fashion. Shopify has recognised this trend
and has made it easier for merchants to incorporate recommerce into
their business models:

Utilise your Shopify store for recommerce, selling returned items

as new if unopened, or categorise them if used.

Consider creating a separate Shopify store for upcycled or opened

items to avoid confusing customers.

For new merchants, focus on social media and email, and enhance
your site with content relevant to your products.
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 29

04.
Set up shop in style
by building with
Shopify

29
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce
The RFP Questionnaire 30

The need for premium brands to adopt a unified commerce

model, powered by the right tools and integrations, is
increasingly clear.

Shopify’s enterprise solutions are purpose-built to address the unique needs of

premium fashion companies, reducing work, costs and risks, while accelerating
time to market. By choosing Shopify, retailers’ partner with a world-class R&D
commerce team committed to making commerce better for everyone.

A solution that scales

Choosing the right technology enables premium fashion brands to focus on what
they do best – offering truly inspired designs and shaping exceptional customer
experiences. By partnering with Shopify, brands can sell seamlessly regardless of
sales channel, using one centralised platform.

Embrace Omnichannel and Social Selling Upgrade Your Tech Stack/App Ecosystem
The Shopify platform enables premium brands to sell Enhance the overall customer journey by tapping
across different channels and markets, and manage into Shopify’s app store with over 7,000 apps and
everything in one centralised place. integrations for everything from marketing to fulfilment.

Expand internationally Power Up with Partner Agencies

Shopify solutions helps merchants deploy tailored Shopify’s ecosystem of global partner agencies can
strategies, languages and currencies suited to local help shape strategic collaborations that tailor the
markets fashion brands sell in, enhancing customer experience to your needs, expand your reach and
engagement and loyalty. drive business growth.

Merge Online and Offline Experiences Want to learn more?

Shopify’s platform provides central customer data Schedule a meeting with us here
and seamlessly ensures a consistent user experience
whether customers are interacting in-store or online,
and regardless of channel.
Contact us

30
Restyling Premium Fashion Commerce: The tech trends defining high-end commerce

Acknowledgements
Our thanks to the following contributors for their
valuable time and insight:

Yasamine Beheshti Andreas Koschnike

Head of e-Commerce, Batra Group Head of E-Com, J.Lindeberg

Giorgia Santinami Maria Senatore

Chief Digital Business Management Head of E-commerce, Digital Marketing
and Development Officer, dAgency and Customer Care, SEASE

Lucas Patricot David Franks

CFO and Co-Founder, FAUME CTO and Co-Founder, Kick Game

Yann Rivoallan Natasha Ingham

Chairman, Fédération Française Luxury Brand Partnerships, TikTok
du Prêt à Porter Féminin