Reimagining the trend-first shopping experience for millions of customers by creating a unified trend destination that achieved 50% weekly return rates and became the platform's most visited page.

Background

One of Europe's largest fashion e-commerce platforms, faced a critical challenge: helping millions of customers navigate an ever-expanding catalog of products while establishing itself as a trend authority.

The multi-brand retailer needed a solution to transform how shoppers discover and engage with its vast assortment of fashion, footwear and beauty products, which grows by tens of thousands of new items each week.

The Challenge

With so many new products launching weekly, customers were overwhelmed by choice and struggled to discover relevant items. This led to over-reliance on discounting to move inventory, fragmented trend content and naming conventions across the site, missed opportunities to establish brand authority and increasing customer churn.

The Approach

Discovery & Analysis

Audited existing trend content and identified gaps in customer experience
Collaborated with design teams to analyse customer navigation patterns and pain points
Mapped internal content creation workflows and bottlenecks

Solution Design

Created centralised trend destination combining editorial curation with shoppable content
Developed weekly content format showcasing new trends and user-generated styling inspiration
Implemented tech solutions to enhance storytelling capabilities
Established cross-functional workflow for unified content planning

Implementation

Launched pilot program to test and validate concept
Gathered data and insights to refine approach and garner cross-functional support
Built stakeholder support through regular sharing of performance metrics
Scaled successful elements across marketing channels

Impact & Results

50% increase in weekly return visitor rate

Highest trafficked page on platform within 12 months
Improved content efficiency through elimination of duplicated efforts
Created seamless and joyful customer journey from inspiration to purchase
United previously siloed content strategy and producing teams under single strategy
Built scalable framework for trend content creation

Key Learnings

Start small: Pilot approach enabled quick wins and proof of concept
Data drives buy-in: Regular sharing of performance metrics secured stakeholder support
Cross-functional alignment: Success required breaking down organizational silos
Customer-first: Focus on solving real user problems led to organic growth

Transforming Product Discovery Through Trend Leadership