Scaling luxury fashion: the The Double F Shopify story
A luxury fashion brand in Italy. Full-stack Shopify engagement covering klaviyo lifecycle flows, product page redesign, search and filtering and ongoing optimisation.
How it started
Growth had stalled at The Double F. Ad costs were climbing, the luxury fashion category was getting more competitive, and every extra pound of traffic was landing on pages that had never been built to convert.
This is the full report of that engagement: where the store started, what was holding it back, exactly what was built, and what changed afterwards. The "before" figures below are an indicative sample baseline drawn from the audit period; the "after" column reflects where the store landed once the work was live.
Meet The Double F
The Double F is a luxury fashion retailer trading from Italy at www.thedoublef.com. The brand has been selling since 2007 and reached me with a catalogue that had outgrown the storefront around it.
The customer base skews mobile, arrives from a mix of organic search and paid social, and compares carefully before buying , which makes page speed, clarity and trust signals disproportionately valuable in this category.
Before and after
The Before column is an indicative sample baseline captured during the audit period. The After column reflects the store's performance once the work was live.
| Metric | Before (sample) | After (actual) | Change |
|---|---|---|---|
| Conversion rate | 0.61% | 1.17% | +91% |
| Mobile LCP | 3.5s | 1.7s | -52% |
| Average order value | £140 | £160 | +14% |
| Cart abandonment | 75% | 62% | -13 pts |
| Organic sessions / mo | 22,500 | 40,500 | +80% |
| Blended ROAS | 1.5x | 3.0x | +97% |
Relative improvement per metric. Select a metric above to see its raw before/after values.
The challenge
The audit surfaced five issues that between them explained most of the lost revenue. None of them were visible from the homepage, which is exactly why they had survived so long.
- Duplicate and thin pages competing with each other in organic search
- Checkout friction: too many steps, surprise shipping costs, limited payment options
- Inventory and variant data inconsistent between the ERP and Shopify
- Abandoned cart flows either missing or firing at the wrong moment
- Slow LCP driven by unoptimised hero imagery and third-party embeds
The work, step by step
The engagement ran as a single programme rather than a list of tickets: fix the foundation first, then layer acquisition and retention on top of a store that can actually hold the traffic.
- 01
Klaviyo lifecycle flows
Welcome, browse-abandon, cart-abandon, post-purchase and win-back flows were built and segmented, with timing and messaging tuned to the brand's actual purchase cycle rather than a template default.
- 02
Product page redesign
Product templates were rewritten around the buying decision: gallery first, benefit-led copy, variant clarity, delivery expectations, returns policy and reviews all visible without hunting through tabs.
- 03
Search and filtering
On-site search was tuned with synonyms, typo tolerance and merchandising rules, and faceted filters were added to the largest collections so deep catalogues stay browsable.
- 04
Internationalisation
Markets, currencies and language routing were configured properly with hreflang, so each region has an indexable storefront rather than a redirect.
- 05
Checkout and payments optimisation
Shipping rules were simplified and surfaced earlier, express wallets were enabled, and the checkout was stripped of every field that was not strictly required. Fewer surprises, fewer drop-offs.
- 06
Analytics and attribution rebuild
GA4, server-side events and Shopify's own reporting were reconciled so every conversion is counted once. Dashboards were built around revenue per session, not vanity traffic.
- 07
Post-launch iteration
After release the store entered a fortnightly optimisation cycle: hypothesis, test, measure, keep or roll back. The compounding wins came from this phase, not from launch day.
- 08
Accessibility and QA pass
Contrast, focus states, keyboard navigation and screen-reader labelling were corrected across templates, then the full purchase path was tested on real devices before release.
- 09
Collection and navigation restructure
Collections were regrouped around how customers actually shop rather than how the catalogue is stored internally. Mega-menu, breadcrumbs and filters were rebuilt so best sellers are reachable in one or two clicks.
- 10
Theme rebuild on a clean foundation
The theme was rebuilt around a lean section architecture. Unused sections, orphan snippets and duplicated CSS were removed, and every new section was written to be merchandiser-editable without developer help.
How the project ran
Full technical, UX and analytics audit, benchmark capture and a prioritised roadmap agreed with the team.
Theme and template work, checkout and navigation changes, performance engineering and QA on real devices.
Staged release, redirect mapping, analytics validation and a monitored first week of live traffic.
Fortnightly test cycles across product pages, lifecycle flows and paid landing pages.
The results
Faster pages, cheaper traffic
Speed improvements lifted both organic visibility and paid quality signals , the same budget now buys more qualified sessions.
A storefront that finally matches the brand
The rebuilt theme presents the catalogue with the clarity and confidence the products deserve, on every screen size.
Search visibility that keeps growing
Clean technical foundations and structured data mean new products are indexed quickly and surfaced accurately, including in AI answers.
Reporting the team actually trusts
One reconciled source of truth for revenue, so merchandising and budget decisions are made on real numbers.
“This was the first time someone explained what was wrong in plain language and then actually fixed it.”
The takeaway
The Double F did not need a bigger budget. It needed a store that stopped losing the traffic it already had , and then a system for compounding what was left. That order matters, and it is the same order I would apply to your store.