Shopify e-commerce website for MyLoft, women’s clothing in Pistoia

E-commerce website built on Shopify for MyLoft, a women’s clothing boutique in downtown Pistoia, with a catalog organized into eleven categories, Klarna integration for installment payments and 24/48-hour shipping. Looking for similar results? See how we approach building an e-commerce store in Pistoia.

Client

MyLoft

Industry

Fashion / Clothing

Services

E-Commerce, Web Design

Year

2022

The challenge

Bringing the experience of a fashion boutique to an online shop

MyLoft is a women’s clothing boutique that opened in 2013 in downtown Pistoia, built on ten years of experience representing fashion brands. Its business model is demanding from a digital standpoint: new arrivals hand-picked every week, eleven product categories (shirts, outerwear, jackets, knitwear, pants, shoes, dresses, tops, skirts, bags, accessories) and customers used to a personal relationship with the in-store staff.

Bringing this experience to an online shop required a flexible platform able to handle an ever-changing catalog without weighing down daily operations. At the same time, it needed a fast, clean, mobile-first shopping experience with built-in installment payments and quick shipping, so customers wouldn’t drop off at the moment of decision.

The solution

A fast, minimal Shopify store for an ever-growing fashion catalog

We chose Shopify as the platform to ensure maximum flexibility in managing the weekly catalog, native integration with installment payment systems and development times aligned with the client’s needs. The design is minimal and fashion-oriented, focused on product photography, with a carefully crafted typographic hierarchy that guides the eye from the category to the individual item.

The Klarna integration lets customers pay in three interest-free installments, reducing friction on higher-value orders, while 24/48-hour shipping across Italy (free on orders over €59) meets the expectations of fashion shoppers. The checkout was optimized to be as short as possible, with optional accounts, cash on delivery and a consistent experience across desktop and mobile.

The process

From choosing the platform to launching the shop

01

Analysis and platform selection
A study of MyLoft’s business model (weekly new arrivals, brand representation, local and national customers) and the choice of Shopify for its flexible catalog management and native payment and shipping integrations.

02

Fashion design and UX
A minimal, fashion-oriented aesthetic, a carefully crafted typographic hierarchy, product photography in the spotlight and category navigation designed to cut the steps between discovery and purchase.

03

Setup and integrations
Shopify platform setup, catalog structure for the eleven main categories, Klarna integration for installment payments and checkout optimization for 24/48-hour shipping.

04

Launch and tracking
Go-live, Google Analytics and Search Console setup, SEO for keywords around women’s clothing in Pistoia and staff training so they can manage products, discounts and collections on their own.

The results

A fashion e-commerce store that grows with the collection

The MyLoft website is now the online shop of a women’s clothing boutique that opened in 2013 in downtown Pistoia. Choosing Shopify made it possible to build a flexible platform for managing new arrivals every week, with a catalog organized into eleven main categories. Klarna installment payments and 24/48-hour shipping reduce purchase friction, while the minimal, fashion-oriented interface showcases each product and guides customers all the way to checkout.

93/100