Artisan fashion meets modern e-commerce
Project Overview
Services delivered:
Project Results
↑ Improved
Conversion
conversion rate improvement following migration and redesign
Preserved
SEO
organic rankings maintained through careful migration
Integrated
Editorial
craft and materials storytelling embedded in product pages
Authentic
Brand
store maintains Toast's distinctive independent brand voice
The Challenge
Toast — the independent British clothing brand known for their artisan approach to contemporary fashion — needed to migrate to Shopify Plus and redesign their store to better serve a loyal, design-conscious customer base. Their audience values craftsmanship, materials and the stories behind their clothing — the existing store was not communicating these effectively, and the migration needed to be executed without disrupting their strong organic performance.
The Solution
We delivered a careful migration and editorial redesign that preserved Toast's distinctive brand voice while improving the commercial performance of the store. Product pages were redesigned to foreground the fabric, craft and provenance information that Toast's audience genuinely values. The migration was executed with meticulous attention to SEO preservation, maintaining the organic traffic that their content-led approach had built over years.
Technology Used
The migration preserved everything we'd built organically while significantly improving our store's commercial performance.
— Toast Team
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