It goes without saying (but we’ll say it anyway) that the pace of change in the fashion ecommerce space is rapid, to put it mildly. There are constantly new competitors to challenge incumbents. And along with new trends come new channels, new ways of selling, and new innovations.
With global ecommerce sales for fashion brands predicted to reach over $1.6 trillion by 2030, there’s lots of opportunity for retailers who embrace these innovations. In 2025, ecommerce fashion trends like personalized and unified customer journeys, resale, IRL popup community building, and the diversification of business models will open up more pathways for growth. That holds true for incumbents and challengers alike. The landscape may constantly shift for fashion retailers, but there has never been more opportunity for those who lean right into those shifts.
In this article, we’ll take a close look at the brands that are doing it right—and break down exactly how they’re doing it.
If you want to know what it looks like to master the art of selling online, you’re in the right place.
1. Rainbow Shops
Rainbow Shops is a value-oriented fashion retailer that has seen a lot of change since it first established itself as a significant player in the affordable apparel market in 1935. With over 1,000 retail locations across the United States, Puerto Rico, and the US Virgin Islands, primarily in shopping malls and urban shopping districts, Rainbow Shops also has a significant ecommerce presence. This makes Rainbow Shops a standout example of a legacy retailer who has successfully developed an exceptional ecommerce strategy to serve their customers while maintaining their brand identity.
Product video brings PDPs to life
Rainbow Shops competes with behemoths like Amazon, Walmart, and Shein. But that doesn’t mean they want the experience of shopping to feel like picking through a warehouse. Rather, the goal is to create an experience that feels like “going on a treasure hunt,” to “experience retail as entertainment,” according to Rainbow’s VP of digital ecommerce, David Cost.
Adapting that experience from the physical store to the ecommerce space takes thought and care. This is visible throughout Rainbow Shop’s ecommerce presence, which includes both a web store and an app launched with Shopify ecosystem partners. As a nearly 100-year-old incumbent retailer, the brand has adapted itself to the needs of the modern shopper.
One way this manifests is in their use of product videos to make product detail pages come to life.
“It’s one thing when you’re shopping for a dress and see still images,” says David. “It’s another thing when you can actually see the dress move on a person. As part of our product photography process, when we're taking the still images, at the end we capture a 10- to 15-second video of the model walking out, spinning, and then walking off.”
These videos are stored directly on Shopify, and garner over a million video views a week, all at no expense to the brand.
Frictionless checkout evens the playing field
For the team at Rainbow Shops, reducing friction at checkout has always been a primary goal.
“Checkout is a game, and friction is the enemy,” says David. “Anything we can do to eliminate that friction helps us win.”
In brick-and-mortar stores, this means refusing to let customers stand in line. Online, Rainbow Shops uses Shopify Checkout, which has been found to be the best-converting in the world, as well as Shopify’s accelerated checkout offering Shop Pay.
It’s especially important because 9 out of 10 Rainbow Shop customers access the site over a mobile phone, so every extra keystroke matters.
“That ability with just a phone number or email address to get a text message, enter a six-digit code and you’re done—that’s Amazon-level checkout,” says David.
This isn’t the only seamless aspect of the Rainbow Shops’ checkout. As a traditional retailer, they’ve been able to customize checkout to accept physical gift cards, as well as offer a number of options for delivery, such as FedEx “Hold at location.”
The integration between their extensive brick-and-mortar network and digital platform creates a cohesive omnichannel experience that few retailers in their price segment have achieved. The result is a physical retail and ecommerce presence where customers are engaged, conversion rates are high, and, well… you try to resist snapping up a new piece for your wardrobe!
2. Psycho Bunny
Psycho Bunny has evolved from its 2005 origins as a niche necktie company into a global lifestyle brand following its 2016 refounding as a premium apparel retailer. Shifting from wholesale to a direct-to-consumer approach with high-quality Peruvian cotton polos as their cornerstone, the brand has experienced remarkable growth to nearly 1,000 employees and over 90 stores worldwide.
Unified solutions create seamless omnichannel experiences
Psycho Bunny’s story is one of rapid growth—but you won’t see any growing pains reflected either in their ecommerce store or in their retail locations. In fact, growing so fast kept the Psycho Bunny team hyper-focused on creating seamless omnichannel experiences as they moved solely from DTC into physical retail.
“Consolidating the commerce stack was very important so we could pivot and adapt to market forces and keep moving toward our growth goals,” says Jean-Aymeri de Magistris, vice president of IT, data and analytics, and PMO at Psycho Bunny.
There’s no place you can see the seamlessness more than with checkout and fulfillment both in-person and online.
In their physical retail spaces, Psycho Bunny customers checkout with Shopify POS, which plugs directly into the rest of the commerce stack. Customers can choose both receiptless returns and alternative fulfillment and delivery options, such as buy online, pick up in-store (BOPIS), while the retailer has turned their stores into fulfillment centers.
Online, customers can use Shop Pay for accelerated checkout, a feature that Jean-Aymeri reports is, “working really, really well.”
Plugged into the Shop Pay network, Psycho Bunny is better able to know and market to their customers, helping the retailer make better decisions on where to go and what to do next—including expanding into international markets, using Shopify to help them localize.
3. Spanx
Spanx has transformed from a revolutionary shapewear brand into a comprehensive fashion powerhouse that celebrates comfort and confidence. The brand expertly balances function with style across their expanded range of activewear and everyday clothing, maintaining their innovative spirit.
A site experience that fits their audience
The Spanx website creates a shopping experience that feels as supportive and empowering as their products. Their direct-to-consumer platform exemplifies premium service, with detailed sizing guides, fabric education, and styling suggestions that help customers make confident purchasing decisions.
The brand's commitment to body positivity and female empowerment shines through in every aspect of their branding and digital presence. Their marketing imagery celebrates diversity in body types, while their content strategy includes educational resources and styling tips that help customers feel confident in their choices.
Interactive product pages that delve deep
Product pages go beyond simple garment descriptions to tell the story of each piece's development and benefits. Through detailed fit information and sizing guides, styling recommendations, and real customer reviews, Spanx helps shoppers understand exactly how each garment will work for their body and wardrobe. AI chat features through the Spanx Assistant guide customers through frequently asked questions, such as, “Do reviewers find these effective?” and “What do reviews say about comfort?”
Or, shoppers can just ask their own questions.
An influencer program that curates community
Through their influencer program, the Spanx Society, the brand offers perks like affiliate commission, gifted product for content creation, early access, and exclusive promos. Influencers are eligible with as few as 500 followers, meaning the brand engages with micro-influencers up through mega-influencers. Every fan matters.
This authentic approach to fashion and confidence has built a loyal following of customers who trust Spanx not just for shapewear, but as their go-to source for everything from leggings to luxury loungewear.
4. Tecovas
Tecovas offers beautiful, handmade Western boots and accessories for men and women. The brand pride themselves on their high standards of quality, comfort, fit, and style, which is why their team goes through more than 200 steps to make a single boot by hand.
Aside from their website, Tecovas welcomes customers into more than 30 stores in Texas and country-wide—stores known for their unique experiences, like drinks on the house and free boot shines.
As Kevin Harwood, CTO of Tecovas, puts it, that actually gets at a key aspect of the Tecovas digital journey: taking that same unique in-person hospitality and adopting it for ecommerce.
“One of our brand mantras is actually radical hospitality,” says Kevin. “So how do we bring that into a digital customer journey?”
The answer is in the question:
“I very much want to make sure my team's focused on… solving problems that elevate our customer experience and continue to allow us to differentiate ourselves,” says Kevin.
That ethos is apparent throughout the Tecovas ecommerce presence.
A visually appealing scroll
The Tecovas website is visually appealing and user friendly, using lifestyle photography to perfectly reflect the Tecovas message, aesthetic, and values. Every inch of color, images, or text reminds you that you’re in a place that celebrates the cowboy lifestyle.
This naturally includes the homepage and product pages, but also their blog, which features content to help shoppers style, wear, and maintain their boots.
People who’ve entered the world of Tecovas would recognize it anywhere. The team running Tecovas knows why their customers love it and what it takes to stand out.
A POS that powers customer-centric experiences in-person and online
In-store and online, Tecovas makes the most of Shopify POS to create a blended in-store and online experience.
This is especially true when it comes to the SplitCart functionality—specially made in tandem with Shopify—which enables customers to choose different options for getting their purchases home. For instance, a customer might walk out of a physical store with one pair of boots, and ship a second pair home—all with a single transaction.
Shopify POS also enables Tecovas’ ecommerce shoppers to buy online and pick up in-store, giving customers maximum choice while ensuring operational efficiency on the back end for the retailer.
In-store sales associates easily access discount codes and inventory data thanks to a POS UI extension. And real-time inventory updates keep the online catalog updated, so customers always know what’s in stock.
In these ways, Tecovas’ ecommerce store offers a visually appealing yet highly functional digital storefront that perfectly complements their commitment to seamless, customer-centric experiences across both online and physical retail environments.
5. BYLT
BYLT has mastered the art of essential clothing, crafting versatile basics that seamlessly blend into modern lifestyles. Originally making their mark in menswear before expanding to serve all customers, the brand has built their reputation on perfectly cut staples that combine premium quality with everyday wearability.
A seamless, unified omnichannel shopping experience
The BYLT website perfectly embodies their commitment to elevated simplicity. Clean design and intuitive navigation mirror the brand's philosophy that basics should be anything but basic. Each product presentation focuses on what matters most to their customer: impeccable fit, premium materials, and versatile styling options. The photography style emphasizes both the quality of the garments and their real-world wearability, showing customers exactly how each piece can elevate their everyday wardrobe.
With retail stores across the United States, BYLT has fully embraced the principles of unified omnichannel commerce. Shopify POS offers easy payment in-store, while Shop Pay and the Shop App make rapid checkout and order tracking a breeze for customers. The retailer is also piloting the kinds of alternative shopping experiences that are high in demand with customers these days, like buy online, pick up in-store (BOPIS)—putting customer convenience first.
They also offer a custom mobile app, built with TapCart, a Shopify ecosystem partner. Over 10% of the brand’s conversions happen on the app, which integrates seamlessly with a wider mobile commerce strategy for the retailer—one that meets customers wherever they prefer to shop.
Easy-to-use discounts and rewards
BYLT's loyalty program, powered by Shopify ecosystem app Inveterate, works across all sales channels because of its integration with Shopify Checkout. Customers can redeem their rewards from anywhere, including in retail stores via the POS system.
6. Mejuri
Mejuri has revolutionized the fine jewelry market since their founding in 2013 by third-generation jeweler Noura Sakkijha. With a mission to make fine jewelry accessible for everyday wear rather than just special occasions, Mejuri blends traditional craftsmanship with modern design sensibilities. What began as an online-only direct-to-consumer brand has expanded to 39 brick-and-mortar locations across the US, UK, Canada, and Australia—with continued growth on the horizon.
An ecommerce experience that reflects the user—wherever they are
Mejuri's website stands out in the crowded jewelry ecommerce space through their thoughtful design and customer-centric approach. The brand employs a sleek, minimalist aesthetic that perfectly complements their modern jewelry offerings while allowing the products themselves to take center stage. This clean presentation creates an online shopping environment that feels both sophisticated and approachable—much like the brand itself.
That look and feel reflect what shoppers encounter in Mejuri’s physical retail stores, a fact that speaks to the seamlessness of the unification between the two.
It’s this same spirit of unification that has helped Mejuri rapidly expand internationally, most recently evidenced by their new Sydney, Australia location. Chief digital officer Rohit Nathany's innovative approach treats the Sydney location store as a "fulfillment node" that serves both in-person shoppers and online customers across the Asia Pacific region for faster delivery. This strategy has been made possible by Shopify's native capabilities for ship-from-store fulfillment, eliminating the need for custom development that hampered their previous commerce system.
The transformation of retail locations into regional fulfillment centers has created significant business advantages for Mejuri, improving inventory turnover while dramatically reducing delivery times and costs for international customers. Shopify's cloud-based platform ensures reliable performance even with increased cross-border traffic and transactions, maintaining the high-quality customer experience that Mejuri is known for.
“Imagine a fleet of retail stores with inventory on hand,” Rohit says. “It’s really important for us to scale our order-routing capabilities so we can leverage that inventory [to fulfill online orders] and improve our inventory turn. It’s a huge impact to the business both on the top line and bottom line.”
As Rohit succinctly states, "Shopify is unlocking rapid international expansion for us... it's a win-win."
7. Skims
SKIMS is a fashion brand known for their shapewear, loungewear, and underwear products in a broad variety of sizes and skin tones. Kim Kardashian cofounded SKIMS in 2019 with entrepreneurs Jens and Emma Grede, growing it to a $4 billion valuation in just four years.
Where there’s an app, there’s a way
The SKIMS shopping experience is a rich one, driven by both native features on Shopify and robust usage of apps from the Shopify app ecosystem, and implemented with the help of their development partner By Radiant.
Products come in dozens of sizes and varieties, and product pages are optimized to help customers complete their look with matching products. There’s also an option to pay for products in installments, as well as view sizing information, shipping details, and returns options.
Product pages are rich with customer reviews and ratings that help guide customer purchases—all implemented with the help of the Shopify app Okendo.
The app Rise.ai helps Skims run a robust loyalty and rewards programs, through which customers can earn store credit, refer friends, and redeem rewards. This helps build community and engagement, which aligns with the brand’s hearty social media presence. A back-in-stock app similarly keeps customers coming back for more to ensure they never miss their favorite items.
Customers enjoy a streamlined returns-and-exchange experience with the help of Narvar Return and Exchange, also available in the app store. A great return experience is crucial to the brand, helping to build trust and loyalty through transparency and ease throughout the process.
When it comes to staying in touch, Skims relies on Klaviyo for email and SMS marketing automation based on customer data, and Attentive for SMS and MMS marketing. Together, these apps keep customers engaged and in the loop with targeted campaigns and updates about new product drops that improve engagement, and conversion. And Zendesk helps deliver better customer service.
The app Dynamic Yield helps the SKIMS team personalize the site experience for their customers with tailored content, displaying personalized recommendations and offers, while Criteo drives personalized retargeting and ad campaigns.
8. Kulani Kinis
Founded in 2015, Kulani Kinis began as a side hustle with a simple mission: create affordable, high-quality swimwear with uncompromising style. Today, their international team delivers stylish beach essentials with a global presence in APAC, EMEA, and North America.
B2B that feels like B2C
As a DTC brand, Kulani Kinis knows how to sell to customers and get them what they need with maximum efficiency. They bring that same stellar buying experience to their B2B store, which was built using Shopify Plus’ B2B feature. Originally working with just a few big wholesalers, the Kulani Kinis team wanted to expand their wholesale operations and make it easier for smaller wholesalers to buy self-serve, just as a DTC customer would.
Now Kulani Kinis’ dedicated B2B expansion storefront is a model to be emulated. Rather than juggling multiple pages or toggling back and forth, a customized collection page allows customers to add multiple sizes and large quantities of products, all within that page. This makes it easier to select from a growing catalog of 800 products.
It’s easy for the Kulani Kinis team to personalize the user experience. Says Alex Babich, managing director and cofounder of Kulani Kinis: “We’re all about branding, appeal and aesthetic, and with Shopify Plus, we’ve been able to make the wholesale store feel like us. Shopify’s B2B capabilities have given us the cohesive brand experience we wanted and customisation options that meet the needs of our wholesale partners. We’re not bound by others’ constraints.”
The B2B store has generated a surge in orders and has attracted new wholesale customers from around the world.
9. Larroudé
In the dynamic world of contemporary fashion, Larroudé stands out as a distinctive brand merging timeless elegance with modern sophistication. With an unwavering commitment to exceptional craftsmanship and meticulous attention to detail, Larroudé has established itself as a purveyor of premium footwear and accessories that never compromise on design, fit, or quality.
Collaborations that build a full look
After three successful years, Larroudé was looking to expand their customer base—and their AOV—by offering an integrated shopping experience featuring multiple luxury categories from select partners. The idea was to give customers the ability to build complete looks, all within the Larroudé ecosystem. The chosen products and brands would showcase the brand's commitment to meeting consumer needs while maintaining their core values of superior design, perfect fit, and uncompromising quality.
They turned to Shopify Collective, a tool that powers product collaborations and cross-selling, to help Larroudé easily work together with their new partner brands. Larroudé was able to welcome 17 new brands and add six new product categories in under a month, including apparel, accessories, home decor, and luxury jewelry.
The result was the wildly successful Colléct.
The implementation of Shopify Collective was simpler than expected, paving the way for new site-wide features and marketing campaigns.
“Upon discovering Shopify Collective, we quickly realized that it provided the comprehensive feature set required to onboard our brand partnerships in just under one month,” says Bianca Inocencio, business solutions specialist at Larroudé.
While the company’s fashion director cofounder Marina Larroudé focused on building the actual partnerships with both emerging and established designers like Retrouvai and Furbish, the internal team was able to quickly add items and price lists from collaborators. Collective made it simple to sync all product data, including descriptions, variants, and inventory.
One month after launching Collective, revenue increased by 21% and AOV increased by 5%. Plus, 82% of Collective sales were attributable to first-time customers, indicating high exposure to new audiences.
Colléct is still available on Larroudé’s website, and the experience has led to other creative marketing experiments that shoppers adore.
10. Frank And Oak
Canadian apparel brand Frank And Oak operates through a thriving direct-to-consumer ecommerce platform and 15 brick-and-mortar stores across Canada. Their core mission is to "Inspire a Better Way of Living" through consciously designed, durable products that align human progress with environmental well-being.
A point of sale that increases customer lifetime value across all channels
At first glance, you might think that the only benefits of a point of sale (POS) are to the physical retail store experience. But an effective POS is built natively as part of the commerce platform so that there's no dead-end buying experiences for customers between online and offline channels. And for retailers, this can be a transformative driver of growth, says Guillaume Jaillet, chief omnichannel officer at Frank And Oak.
“Our retail stores have historically been the number-one driver of omnichannel customers who shop both online and in-person, so they are critical to our growth. To continue offering shoppers a cohesive experience, we needed a POS system that offered more synergy with our ecommerce channel.”
How? By unifying customer data and creating a single view of the customer, for starters.
“Our data tells us that the lifetime value (LTV) of an omnichannel customer is close to double that of a single-channel customer. It was important for us to integrate those online and in-store experiences, but it needed to feel seamless, not forced.”
That’s just what you’ll find both in-store and online with Frank And Oak these days, with Shopify POS plugged directly into the brand’s Shopify platform. With inventory management, order fulfillment, and customer data synchronized across all touchpoints, customers browsing items online can easily move to shopping in-store. In so doing, customers can expect seamless delivery and pickup options, such as buy online, pick up in-store. And they can also use a single promo code on any channel on which they want to buy.
“Offering reliable BOPIS in-store has been impactful,” says Julia Rossi, retail operations manager at Frank And Oak. “On top of that, we had our first real omnichannel promotion this month. Having a single promo code for both channels makes it easier for us to deploy omnichannel promotions and measure the impact they drive online and across our network of stores.”
In this way, Shopify POS has been much more than a POS for Frank And Oak: it’s changed how customers shop, and what the brand can do.
11. Little Sleepies
When her newborn son developed eczema, Maradith Frenkel struggled to find sleepwear that was cute, affordable, and gentle on newborn skin. Not one prone to giving up easily, this mother of two created Lunaluxe™ Bamboo, a fabric specifically designed for sensitive skin, launching Little Sleepies. What began as a solution to one mom's problem has evolved into a brand offering everything from pajamas to daywear in signature bamboo blends, making Little Sleepies a favorite among parents and caregivers seeking both comfort and style for their children.
Incentives that just keep giving
Little Sleepies has grown quickly since their launch in 2018. One big reason for that—other than the quality and colorful fun of their clothing—is their use of Shop Cash offers for acquiring new customers.
Little Sleepies has grown quickly since their launch in 2018. One big reason for that—other than the fun prints and quality of their clothing—is their use of Shop Campaigns to acquire customers. The brand runs campaigns that incentivize new and lapsed customers to purchase Little Sleepies on the Shop app.
Additionally, when shopping on the Shop app and the Little Sleepies’ website, customers can earn 1% Shop Cash back on every purchase. Little Sleepies also drops new, limited-edition prints every Tuesday on their site, which have a tendency to sell out within the hour. For a brand that’s so good at engaging their loyal customers, and with an active VIP community of almost 500k members, push notifications are key, allowing the brand to instantly reach customers. Little Sleepies achieved 6.55% click-through rates for their push notifications, which were sent to 1 million Shop app users. Their Shop app sales resulted in a 303.6% increase compared to the prior 28 day average.
Level up your fashion ecommerce site
That’s it, folks: how a handful of the best ecommerce fashion brands made it where they are.
From legacy retailers who have adapted to the times to digital newcomers that have exploded onto the scene, these 11 brands have found a way to claim their piece of the online sales pie.
There’s one thing they all have in common: they’ve chosen to build their online store on Shopify’s ecommerce platform, leveraging powerful features, capabilities, integrations, and a robust, reliable technology that supports even the busiest of sales seasons.
Want to experience the same? Check out what Shopify can do for you.
Read more
- The Ecommerce Guide to Improving Your First Contentful Paint (FCP) Score
- The State of the Ecommerce Fashion Industry: Statistics, Trends, and Strategies to Use in 2025
- What is Lifestyle Photography?
- Unified Commerce: The Future of Seamless Shopping
- Omnichannel Vs. Unified Commerce: Which is Better?
- What is Buy Online, Pickup in Store?
- What is Product Bundling?
- How To Write a Return Policy (+ Free Template) (2025)
- Sustainable Fashion: How To Make Your Fashion Brand More Green
- How to Build a B2B Fashion Ecommerce Company
Fashion ecommerce websites FAQ
Which ecommerce platform is best for clothing?
Clothing brands work best on a platform that allows them to:
- Sell across multiple, integrated channels
- Convert as many shoppers as possible with easy checkout and flexible payment options
- Scale globally with international ecommerce features
- Run their entire business from one place, using powerful integrations and partnerships
Shopify is made for fashion brands who want to do exactly this, growing their sales and revenue without their tech setup becoming a headache.
What is the biggest fashion ecommerce brand in the world?
The fashion ecommerce brand with the biggest market capitalization is LVMH, the luxury fashion group that runs brands like Fendi, Givenchy, TAG Heuer, and Stella McCartney.
Next on the list of biggest fashion brands are Nike, Dior, and Inditex (the fashion group behind brands Zara, Stradivarius, Bershka, and Massimo Dutti).
Is Shopify the best for clothing brands?
Shopify is made for fast-growing, innovative fashion ecommerce companies who want to reach more customers, convert more checkouts, and scale fast.
Huge clothing brands like SKIMS, Gymshark, Allbirds, Alo Yoga, and Petal & Pup certainly agree. Check out their Shopify success stories.
What is clothing ecommerce?
Clothing ecommerce refers to the online buying and selling of apparel through digital platforms, including websites and ecommerce services like Shopify. It features product listings with detailed descriptions and images, a shopping cart and secure checkout process, various payment options, and logistics for shipping and returns. Retailers engage customers through email marketing and social media, enhancing their shopping experience. This model allows consumers to conveniently shop for clothing from anywhere, while retailers can reach a wider audience beyond traditional stores.
