50 Amazing Online Fashion Stores and Their UX Tricks You Should Steal

fashion store ecommerce

There are plenty of inspirational fashion stores and these 50 were chosen for their clean design, great UX or creative products. While in a brick and mortar store the assistant can help people entering the store to decide what to buy, in the online world it’s completely different. 90% of visitors want to see great design paired with awesome products,  easy-to-read fonts (but matching the overall design!), and so on.

All the following websites use a diverse array of effective strategies, either for their newsletters, shopping cart or their landing page. And they didn’t get this far by chance. They’ve tested a lot of approaches before sticking to one winning formula, so ponder carefully before choosing.

Scroll through this list of amazing online shopping experiences of independent and successful fashion brands and their takeaways!, and decide for yourself how to push your own store forward.

1. Dannijo

  • Founded in 2008, this is a somewhat more established store. The newsletter Javascript surely gets a lot of new subscribers, but it isn’t visually intrusive.
  • The product page is kept simple, yet it features a lot of product details and related items the customer might be interested in, plus an option to upload a photo wearing one of their items.

DANNIJO web design

2. Fashion Bunker

  • This is an Australian retailer featuring some of their most popular and creative brands, all put together in one place.
  • Overall clean and simple design with a ton of filter options. Not many sites have that many color options to choose from, despite having items of random colors on sale.

Fashion Bunker web design

3. 2020AVE

  • 2020AVE uses the power of Polyvore to help spread the word. Contests are a great way to earn more exposure and Polyvore works perfectly for fashion stores.
  • They organize the clothes in collections – Free People and many other bigger stores do this as well – and this makes the visitor more likely to click.

2020 AVE web desig

2020 AVE web design

4. Lavish Alice

  • Simple page with a minimal design focusing more on product photos rather than flashy scripts or other elements.
  • Product filters make room for better navigation. No one wants to click through 5-6 different pages to see some clothes.

Lavish Alice web design

5. Style Keepers

  • The ‘New Arrivals' feature helps loyal customers find the newest collections immediately, without having to browse through items they’ve probably already bought.
  • Easy to access ‘Contact’ button on the left side, while the Facebook and Instagram buttons are on the right side.

Style Keepers web design

6. Avenue 32

  • Established in 2011 by Roberta Benteler and Juri von Randow, Avenue 32 is a high fashion retailer that goes past the ‘Subscribe to our newsletter’ approach and makes the visitor really interested in subscribing with the ‘PSSTTT’ strategy.

Avenue 32 web design

7. ThreadSence

  • Threadsence is focused on the bohemian niche and for a store founded in 2010 it does pretty well. Their social media strategy has been very effective, with 100k Facebook likes and 51.3k Instagram followers.
  • To better market their bohemian and indie clients, they have a blog and other sections – music, festival guide and interviews, to name just a few.

ThreadSence web design

8. Eugenia Kim

  • Simple product pages featuring product details without any extra buttons or ads. Instead of going for the usual ‘Customers also bought’ they made it more personal with ‘ We love these too’.
  • They went the extra mile and provided helpful guidelines for their customers. The ‘Storage and Care’ page provides short tips on how to look after and store some clothing items.

Eugenia Kim ecommerce Eugenia Kim web design

9. Colette Malouf

  • This is a shop with a history of almost 20 years. We feature it for its ultra chic vibe and great design.
  • The ‘About’ page hits all the right notes: why Colette decided to have her own business, what influenced her work and some of the stores selling her products.

Colette Malouf Shop

10. Folks

  • This is a small Verona store that went online. Things seem to go pretty smooth for them. Featuring curated products from clothes to vinyls, they stay true to their preferences and feature brands that deliver this.

Folks ecommerce

11. Duke & Winston

Update: This website is no more available online

  • Does your brand have a rather unique story? Did you start your ecommerce venture for a specific reason? Duke & Winston’s ‘About' page has a quirky and funny vibe, sharing some of the struggles they went through: “After a few months and several dozen shirts sold, Seun abruptly quit his IT job expecting to be the next Ralph Lauren overnight…. This did not happen.”

Duke & Winston

12. Anine Bing

  • People love to snoop behind a brand and Anine built a very powerful blog to support her growing online store. She also has an offline one. She features things that her targeted customers are interested in: a healthy lifestyle, fashionable outfits and a peek into her personal life.
  • Did a fashion blogger wear something from your collection or did a magazine do an editorial with a product from your latest collection? Your customers would love to hear this, so have a special ‘Featured On’ page where you can brag about it.

 Anine Bing

 Anine Bing

13. Imogene and Willie

  • They went above and beyond to deliver the right experience for their customers and created a very helpful ‘Denim Care’ guide.
  • The product page is well-designed with bold photos and simple product description fields.

Imogene and Willie

Imogene and Willie

14. Soludos

  • Nick Brown, the guy behind this store, reinvented the traditional rope soled espadrilles, giving them a modern makeover. From a simple idea he went on to develop a successful business, with many collaborations and partners.
  • A big plus was the fact that the product page also displays how the shoes look on your feet. Surprisingly, a lot of stores ignore this aspect at their own peril.

Soludos web design

15. Concrete Polish

  • This store has a more indie vibe, with creative and unique pieces. Their product page is well-crafted, also featuring the benefits of the stones used, not only the usual know-hows.

Concrete Polish

16. Wanderlust + Co

  • The Instagram pictures located above the footer helps them get new followers – they have around 44k now.
  • The Tumblr layout of their blog appeal to their targeted audience and it’s social media friendly.

Wanderlust + Co

Wanderlust + Co

17. Greats

  • You can’t ask more from a product page. Great photos, related accessories, a snippet from their Instagram feed and the referral button that helps customers spread the word.


18. COS

  • COS has more targeted newsletters. Visitors can check either the male or the female box, so they can receive only relevant products in their inbox.
  • The country field will help them be the first to find out about the many COS events happening in stores near them.

COS store

19. Eastdane

  • East Dane, the men’s alternative to Shopbop, delivers just that: a great shopping experience and the latest products from designers all over the world.
  • The first thing customers look for is whether or not the store offers free shipping, and this store makes it one of their main perks.

Eastdane ecommerce

20. Wolf and Badger

  • Harry and George Graham are two brothers who managed to put together a very interesting and exciting store, featuring only the best of the best brands. If you don’t want to create your own products, this is a great direction to choose and you can use your own selection criteria.
  • Intuitive navigation, responsive design and the free shipping option. Wolf and Badger are the best at impressing and keeping customers happy.

Wolf and Badger

21. Tony Bianco

  • Sleek and simple design that comes hand in hand with the mostly black and white photos.
  • A very popular Australian brand, Tony Bianco started with footwear, known for its quality and great look. All these qualities are emphasized by the great product photos.

Tony Bianco

22. Otteny

  • Otteny makes use of the old saying ‘Don’t keep people guessing.’ As soon as a visitor puts an item in the cart and proceeds to checkout he’s given an option to proceed as guest if he wants to, saving a lot of time in the process.
  • Another great strategy is to have all the steps numbered and to show a progress bar that keeps the visitor aware of his status at any time.


23. Oki-Ni

  • When it comes to fashion, customers need all the help they can get, so this store tried to give as many product details as possible, supplementing with a lot of pictures displaying every little detail.


24. Steven Alan 

  • This is another example of how brilliant and efficient ‘keep it simple’ proves to be. No intrusive banners or scripts, everything is clean and neat, with a modern feel.

 Steven Alan

25. Shoe Scribe

  • Yes, a website just for shoes! This site got featured because of its perfectly structured categories. It has everything from the usual style, color and heel, to trends and the right occasions to wear various types of shoes.

Shoe Scribe

26. LNA Clothing

  • Fashion blogs are hot right now and LNA Clothing decided to use this to their advantage. Their ‘Blogger Picks’ section features products picked by a specific blogger and this helps them get more visitors from various blogs, visitors that otherwise would not have heard of this label.
  • Other than that, super simple layout, with smaller product photos and a minimal look to it.

LNA Clothing

27. Apolis Global

  • They have an option to shop for a whole look, which comes in handy for those customers who don’t exactly know how to mix and match their clothes.
  • Simple design with the main navigation containing only the most useful links: shop, blog and locations, the rest of the pages being displayed in the footer.



28. Everlane

  • If you need inspiration for your product page, you should check Everlane. Whoever lands on this page knows exactly how the product feels and fits. They are very transparent and explain exactly why their products have such a low price.


29. Of a kind

  • This is such a creative and well-thought-of store. It features up-and-coming designers and have the chance to hit it big soon if they play their cards right. Great design paired with a simple layout makes the website very appealing and user-friendly.
  • The brand details are useful because, as a customer, you sometimes want to know exactly who the designer is.

Of a kind

30. Chicwish

  • Lately there’s been a huge boom of sites offering both affordable clothing and free shipping – not a popular combination. Usually it’s one or the other. Chicwish is just that: a store without a flashy design which successfully sells clothes.


31. The Iconic

  • For a store established in 2011, The Iconic is doing great. It had a lot of press and things proved to be very successful for them, especially now, with more than 500k Facebook fans and 80k Instagram followers.
  • Their ‘Fashion Glossary’ allows customers to quickly find what they want to buy.

The Iconic

32. Phix Clothing

  • This store has a more vintage-retro feel and it targets the groupies and indie fans. With appropriate design and affordable shipping, Phix Clothing knows how to make the customers happy.

Phix Clothing

33. Style Saint

  • If you don’t know what strategy to use to gear users toward the subscribe button, this is worth trying. People are genetically attracted to numbers, so make sure you list all the benefits they can get by simply adding their email.
  • The option to connect with Facebook is very popular and less hassle than the standard email one.

Style Saint

34. Erica Weiner

  •  If you want to open a jewellery store that doesn’t sell the usual statement necklace, you should check Erica Weiner’s website. It’s clean and crisp with that older feel that’s also present in the pieces she sells.
  • This is a very targeted niche, so everything has to be on point and deliver the right experience for the customer.

Erica Weiner

35. Context Clothing

  • It doesn’t get any simpler than this. Context Clothing is the type of store featuring only the most important things, redefining simplicity.
  • It’s nice to see the usual ‘Related products’ replaced with ‘Looks good with’. It’s much more personal and relaxed.

Context Clothing

36. Spyder

  • Though not a newbie by any means, Spyder made the cut for its flawless design and satisfying user experience.
  • The buy local allows users to easily find the piece they’re looking for in stores near them.


37. Oak Street Bootmakers

  • This is how you pick a string name for your brand, one that’s easy to remember and instills a high level of quality as well.
  • Not the type of store relying on social media or any other marketing channels. It has been on the market for years and it will continue to for many years to come because, just as they say, they were ‘Designed for longevity.’

Oak Street Bootmakers

38. Shwood Eyewear

  • A very well-designed and promoted store, Shwood Shop is too cool for words. It has awesome products, great navigation and product filters, plus a killer layout.
  • The option to front or side view the product is very useful and different, as not many stores have this feature.

Shwood Eyewear

39. Esther

  • Esther is a beautifully crafted women’s fashion store that grew a lot over the past couple of years. What sets it apart from most of its competition is the humanitarian involvement. They donate $1 from each sale to a certain charity and allow customers to do the same.


40. Norwegian Rain 

  • Launched in 2009, Norwegian Rain is very well-defined and marketed store. They sell high-end outwear for rainy weather and, to be honest, everything looks amazing, from the product photos to the clothes themselves.

Norwegian Rain 41. P&CO

  • Unique and creative clothes are fully matched with an insightful glance behind the brand. Their ‘A day in the life’ video showcases the many steps their products go through, from idea to final design.
  • The full page layout adds depth and it was a spot on decision in this case.


42. Icon Jacket

  • Unusual and artistic store selling… a leather jacket. Yes, just one leather jacket and a great one too. If you want to sell just one product, create a story around it and make users click it away home as soon as they see it.
  • Innovative design that fits the theme like a glove. The guys at RUF design did an outstanding job.

Icon Jacket

43. Suit Supply

  • This store was crafted with the purpose of delivering “impeccable suiting” and the reviews they’ve got speak for themselves.
  • The streamlined and effortless navigation makes it very easy to find a certain product, the picture categories being more than helpful.

 Suit Supply

 Suit Supply

44. Industry Standard

  • Sometimes things need to be simplified and this is the perfect example. Industry Standard reinvented jeans, making them much more affordable and giving a better fit.

Industry Standard

45. Abby Seymour

  • Experience is just as jewellery: light and ethereal. Effortless design, with the bare minimum – product details and photos for ‘Related products’.
  • Because jewellery sizing is tricky, Abby provides a very helpful sizing chart to avoid future problems and eventual refunds.

Abby Seymour

Abby Seymour

46. Erin Louise

  • Another Australian store with a great chic, bohemian feel, aimed at a younger clientele. Gorgeous photos are paired with a more simple and airy look, two very emblematic Australian features.
  • Like many of its competitors, Erin Louise also displays the shipping deals and discounts in the header area to make them more visible.

Erin Louise

47. House of Harlow

  • For those who are not aware of this, Nicole Richie is the creative mind behind this brand. She managed to transform her chic and laid-back style into a huge business with a big fan base. So she saw an opportunity – the revival of the bohemian trend – and she came up with creative and affordable pieces that users want to buy.

 House of Harlow

48. Closed

  • If you sell clothing items you could make your own ‘Fit Guide’ like Closed did. It can prove very useful for a lot of customers and it’s a short project that can bring you a lot of extra revenue.
  • It’s great that visitors can filter products by clicking on the fit they want.

Closed ecommerce store

49. Roden Gray

  • Live chat is extremely important as there are always clients who browse the site feeling they don’t need to buy something but if asked or guided they can change their mind. Roden Gray has an obvious but not in-your-face approach and displays the chat button in the right corner.

Roden Gray

50. Billy Reid

  • “Billy Reid is the CFDA-winning designer of luxury men’s and women’s clothing celebrating craftsmanship, tailoring and American manufacturing.” Yes, they have a lot of experience and it’s easy to spot. Their ‘Shipping’ and ‘FAQ’ pages are more than thorough and provide excellent customer support, which is vital for any ecommerce store but more so in the fashion niche.Billy Reid

Billy Reid


Finding the right approach is just a matter of identifying your niche and seeing what “feels” right. Should you be more transparent and share an in-depth behind the brand story, or simply offer free shipping for a limited time? These stores went through a lot of testing before figuring out their best approach.

Catalin Zorzini

I'm a web design blogger and started this project after spending a few weeks struggling to find out which is the best ecommerce platform for myself. Check out my current top 10 ecommerce site builders.