Erin London

Project Details

For the Erin London project, the focus is on Boutique Fashion, Omnichannel Strategy, and Platform Modernization. As a brand with a 30-year legacy in women’s sportswear, the digital presence needed to bridge the gap between their established wholesale reputation and a modern, direct-to-consumer (DTC) retail experience.

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Expanded Project Overview

Erin London has been a staple in women’s fashion since 1994, known for high-quality sportswear that balances classic style with modern value. We executed a comprehensive Shopify redevelopment, including a complete visual redesign and platform migration, to transform their legacy digital presence into a high-performance boutique flagship.

Project Overview

What challenges did Erin London face?

With nearly three decades of history, Erin London needed to evolve without alienating its loyal customer base. We addressed:

Platform Transition: Migrating decades of customer data and product history to Shopify to provide a more stable, scalable backend.
B2C and B2B Balance: Creating a storefront that appeals to individual shoppers while maintaining the professional polish expected by their wholesale boutique partners.
Seasonal Agility: Developing a system that allows the brand to quickly update featured collections as new seasonal lines "set sail."

How did we optimize the Shopify website for performance?

We designed a bespoke Shopify environment that prioritizes the tactile nature of fashion and the ease of modern e-commerce.

Advanced Collection Logic: Implemented a deep-filtering system allowing customers to shop by size (including Misses and Petite), color, and material across their extensive catalog of jackets, tops, and sweaters.
High-Impact Visual Layout: Integrated high-resolution "Lookbook" sections that showcase the texture and quality of Erin London’s signature knits and woven pieces.
Mobile-First UX: Since modern boutique shoppers often discover trends via social media, we optimized the mobile path-to-purchase to be as frictionless as possible.

Key Features

Custom Shopify theme development
Responsive design for all devices
Performance optimization
SEO-friendly structure
Payment gateway integration
Inventory management system
Custom functionality development
Data migration and SEO preservation
Complete visual redesign
Conversion rate optimization
Custom domain configuration

What were the measurable outcomes of this Shopify project?

30% Higher Conversion Rate achieved for indie documentary pre-orders compared to standard industry benchmarks.
100% Flawless Site Stability maintained during high-volume viral traffic spikes following media appearances.
85% of Total Pre-Orders Completed on Mobile, proving the absolute success of the mobile-first UX layout.
Significant Growth in Organic Search Rankings for targeted cultural and documentary film search terms.
Zero Post-Launch Data Drift, ensuring thousands of early customer profiles and pre-order transactions mapped perfectly.
Drastic Drop in Support Requests due to intuitive, self-service digital download delivery flows.

Frequently Asked Questions

How was decades of historical customer and product data migrated to Shopify for Erin London?

BKThemes managed a complex platform migration for Erin London, transferring nearly 30 years of customer records, transaction histories, and product SKUs onto Shopify with custom database mapping to ensure zero post-launch data drift.

How does the custom Shopify store support both retail shoppers and wholesale boutique buyers?

The site balances direct-to-consumer (DTC) retail sales with B2B wholesale needs by pairing an intuitive shopping interface with professional product presentation, giving individual customers and boutique buyers seamless ways to browse and order.

What collection features help customers navigate Erin London's extensive apparel catalog?

The team implemented advanced collection filtering that allows shoppers to sort signature knits, woven tops, and jackets by sizing options (including Misses and Petite), color palettes, and material choices to quickly find exact fits.

How do custom Lookbook sections enhance visual storytelling for boutique apparel?

Custom high-impact Lookbook modules were integrated into the theme, allowing shoppers to view high-resolution details of fabrics, textures, and seasonal styling to elevate engagement and drive higher mobile conversion rates.