SoulInnate
/ Shopify/ Fashion E-commerce
The Brief
We were tasked to reimagine the digital presence of Soul Innate, creating a platform that speaks to their core audience while pushing visual boundaries.
The Challenge
Soul Innate’s product world is rich — bold prints, story-led pieces, and multiple “moods” (Resort / Party / Couture). But the shopping experience needed to catch up.
The core issues we tackled:
- Discoverability: a large catalog needed better navigation and filtering so people could find their vibe fast.
- Trust: shoppers needed answers early (delivery, returns, payments) without digging through policy pages.
- Drop velocity: new collections had to be publishable quickly without rebuilding pages every time.
- Mobile conversion: fashion shopping is mobile-first, so the site had to feel “editorial premium” without loading like a slideshow.
The Solution
We rebuilt Soul Innate’s storefront as a drop-ready, editorial Shopify system.
1) Shop by mood, not just category
Instead of forcing users through generic menus, we leaned into how fashion is actually bought:
- Resort / Party / Couture as primary discovery paths
- Men/Women split kept clean and predictable
- “New Arrivals” framed as drops (not just another collection page)
2) A conversion-first product page (that still feels luxury)
The PDP was treated like a “mini landing page,” with:
- sticky add-to-cart on mobile
- size guidance and friction-killers above the fold
- trust blocks (shipping, delivery windows, returns) placed where people hesitate
- microcopy that matches the brand voice (confident, story-led, not generic)
3) Shop-the-Look that actually sells (not just “influencer content”)
Soul Innate already had strong creator momentum, so we built:
- an Influencer Picks module that routes to curated product sets
- “Shop the look” CTAs that land on clean, focused pages (no distractions)
4) Promo mechanics without ruining the brand
Fashion brands love offers — but bad offer UX destroys premium perception.
We shipped promo landing pages that keep the site feeling high-end:
- campaign pages built like editorials
- clear qualification rules
- fast product selection + minimal steps to checkout
The Tech Stack
We kept it Shopify-native and scalable:
- Shopify Online Store 2.0
- Liquid + JSON templates
- Metafields for story-led product content (print inspiration, fabric callouts, styling tips)
- Reusable sections so the team can launch drops without dev bottlenecks
- Event tracking for funnel visibility (view item → add to cart → begin checkout → purchase)
The Outcome
The new site became a proper “brand machine”:
- Faster merchandising for new drops
- Cleaner navigation for a wide catalog
- Better mobile conversion with fewer hesitation points
- A premium feel that matches the product storytelling
Want your store to feel premium and convert like a monster?
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+22%
Add-to-Cart Rate
+14%
Checkout Completion
19 days
Time to Launch
