Context

A regional retailer with a strong footwear catalog and a long tail of apparel was losing meaningful AOV upside because the apparel range was, in effect, invisible to shoppers arriving through footwear. The product page did exactly one thing — sell the product on the page — and ignored the styling moment, which is where fashion and sport-fashion shoppers actually convert into multi-item baskets.

What we led

• Designed and shipped an outfit-completion module ("complete the look") on PDPs, replacing a generic "you may also like" carousel with a curated, stylist-led recommendation surface.
• Built the editorial logic with the buying and visual merchandising teams — not as an algorithmic afterthought, but as a real styling decision per hero product.
• Designed for desktop and mobile in parallel, with separate density and interaction patterns per surface; both flows usability-tested before rollout.
• Set up post-launch experimentation to attribute incremental AOV cleanly and to identify which categories the module was actually lifting.

Outcome (15-week observation window post-launch)

• Year-on-year revenue uplift in core apparel categories: hoodies +97%, trousers +97%, t-shirts +139%.
• Over 5,000 transactions attributed to the module in the window, with conversion rate consistently above 3% on the module itself.
• On desktop: 1,000+ transactions at 4.3% CR — among the highest-converting on-site surfaces measured.

Why this matters for founders

The PDP is the single most expensive piece of real estate on a fashion site. Most brands waste the lower two-thirds of it on generic "more like this" — which the customer can already do with a back button. Treat the PDP as a styling moment, not a product moment, and AOV moves materially.