Brand's challenge

The brand's dynamic growth meant that existing solutions no longer fully met its increasing business needs. The store, based on an older version of Shopify, required growing technical involvement. Limitations in content editing—which was vital for the Client—and an extensive ecosystem of external apps increased backend complexity and hindered efficient sales management.

However, the primary challenge the Client presented was reducing the return rate. The main cause was identified as difficulty in choosing the correct size across different collections. Variations in cuts meant the same customer might need a size S in one trouser line and an L in another, creating a barrier to purchase and generating high logistics costs. Furthermore, the store's traffic patterns—characterized by massive surges following Maja’s social media activity—demanded a high-performance platform. It was crucial to build a system that could not only handle sudden spikes but also effectively convert "visiting followers" into loyal customers while minimizing cart abandonment.

Our solution

As a project team, we acted as consultants from the start, analyzing the Client's direction and transforming their e-commerce platform into a high-performance sales tool. A key step was upgrading the technology to Shopify 2.0, which allowed us to streamline the store structure and replace redundant plugins with native functionalities. As a result, the Le Collet team gained full freedom in building content pages and lookbooks, which is essential in the fashion industry.

To directly tackle the high return rate, we implemented a comprehensive size support system. Instead of a standard static table, we focused on maximum precision: from detailed measurements for every garment category to integration with the Keep AI intelligent assistant, which suggests the optimal size based on user data.

Special attention was also given to the Product Detail Page (PDP), which we redesigned to function as a sales engine. We introduced custom upselling and cross-selling mechanisms, as well as a unique solution showing product availability in physical boutiques, bridging the gap between online and offline worlds. We also refined the aesthetics of out-of-stock notifications—using subtle visual cues, such as black-and-white photos for sold-out items, to maintain a clean listing while building desire around the collection.

Common results

Our collaboration resulted in a store that balances aesthetics with uncompromising performance. The ultimate test for the new architecture was Black Friday; the store seamlessly handled massive traffic which, supported by the founder's live streaming, led to a spectacular 300% increase in sales within 24 hours. This was all made possible by the technological stability we provided.

Additionally, the Client saw an improvement in the Repeat Purchase Rate (RPR)—a metric indicating customer retention. Year-over-year, during the last quarter, it grew by 31%.

Most importantly for long-term growth, the size-selection tools implemented by the wecanfly team allowed the brand to "breathe" operationally. Precise product information and AI support have begun to tangibly lower the return rate, building greater customer trust in online shopping. Today, Le Collet possesses a modern, multi-currency tool ready for international expansion, allowing the brand team to focus on creating trends with the confidence that their technology will always keep pace.