Shopify and Apparel

Philippa 1970 — Spanish Luxury Womenswear Storefront on Shopify

A bilingual Shopify storefront for a Spanish luxury womenswear label known for printed occasion dresses, worn by Queen Letizia, Tamara Falcó and Eugenia Martínez de Irujo. Pieces run €127–€1,100 across dresses, ready-to-wear and a Limited Edition line, with an Archive Sale carrying 25–50% reductions. Every product carries 8–11 images with hover-cycling on the collection grid, quick add-to-cart, an Instagram community gallery, and a press wall citing Vogue, Elle, Harper's Bazaar and Vanity Fair. Three physical boutiques sit alongside.

www.clinikally.com
Philippa 1970 — Spanish Luxury Womenswear Storefront on Shopify
Results at a glance

What changed for Dana's Bakery

2.1× Conversion lift After PDP rebuild
<2s LCP mobile Drop-day spikes
+34% AOV YoY Gifting upsells
12 Drops/year Drop-day ops
The client

Philippa 1970 — Spanish Luxury Womenswear Storefront on Shopify

A bilingual Shopify storefront for a Spanish luxury womenswear label known for printed occasion dresses, worn by Queen Letizia, Tamara Falcó and Eugenia Martínez de Irujo. Pieces run €127–€1,100 across dresses, ready-to-wear and a Limited Edition line, with an Archive Sale carrying 25–50% reductions. Every product carries 8–11 images with hover-cycling on the collection grid, quick add-to-cart, an Instagram community gallery, and a press wall citing Vogue, Elle, Harper's Bazaar and Vanity Fair. Three physical boutiques sit alongside.

The brief

The challenge, and how we approached it

01

The challenge

At €975 for a coat, the product photograph is the entire sales argument — the customer can't touch the fabric or see the drape. The catalogue also splits three ways: seasonal ready-to-wear, an occasion-dress business built on being seen at events, and a Limited Edition line at a different price tier. Press credibility that most brands would lead with sits awkwardly if it dominates the page.

02

Our approach

Photography carries the weight: 8–11 images per product, cycling on hover directly in the collection grid, so a shopper evaluates fit, movement and detail before ever opening the PDP — the closest available substitute for handling the garment. Navigation splits occasion from everyday (Vestidos → Casual / Evento / Limited Edition, versus Ready to Wear by garment type), matching how the two customers actually shop. Limited Edition gets both an editorial "about the collection" page and a shop route, so the story precedes the price. Press logos and royal/celebrity mentions sit mid-page as reinforcement rather than the opening claim, with the Instagram community gallery immediately after — aspirational proof followed by peer proof. Bilingual ES/EN with a broad European payment stack including Klarna, and the three boutiques surfaced in a dedicated Tiendas page.

What we built

Six capabilities shipped for Dana's Bakery

Each one solves a specific part of the brief above.

ZIP-gated shipping

Real-time validation prevents invalid ZIP purchases from entering cart

Drop architecture

Pre-staged inventory with countdown, sold-out gates, and waitlist

Gifting flow

Message cards, recipient addressing, scheduled delivery, gift wrap

Perishable inventory

Daily inventory sync with cold-chain capacity constraints

Drop-day performance

Theme architecture handles 20× traffic spikes without latency

Recurring orders

Holiday subscription flow for repeat gifters

How it ran

10 weeks build, in four stages

Every engagement runs the same four stages, so you always know what happens next and what you owe us at each one.

Stage 1

Audit and scope

We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.

Stage 2

Design and build

Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.

Stage 3

QA and launch

Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.

Stage 4

Hypercare

Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.

The outcome

Where Dana's Bakery landed

Conversion is up 2.1× after the PDP rebuild, AOV is up 34% year-over-year thanks to gifting upsells, and drop days are now smooth — zero downtime across 12 drops in the past year.

★ ★ ★ ★ ★

Every drop day was a stress event before. Now they're just a Tuesday. The team built us infrastructure we can actually grow on.

Founder Philippa 1970
Tech stack

What this project runs on

The exact platform, services and integrations behind the build.

Commerce platform

  • Shopify Plus
  • Launchpad
  • Shopify Functions
  • Online Store 2.0

Engineering

  • Custom ZIP validator

Growth and operations

  • Klaviyo
  • ShipBob