How an Indonesian designer label built a storefront that sells the way it designs

How an Indonesian designer label built a storefront that sells the way it designs

About the brand

An Indonesian designer fashion label working in modest luxury and occasion wear: kebaya, kaftans, tunics and eveningwear, hand-finished, released in small collections rather than continuous seasons. It sells through its own boutique, through private appointments and online. Indonesia is among the world's largest modest-wear markets, and fashion is the country's largest e-commerce category by transaction volume, so the online channel was never a question of whether but of how well.

Background

The label was already selling online. The problem was that the website undersold the clothes.

Designer occasion wear is bought on drape, texture, embellishment and the way a silhouette falls. None of that survived the site.

A rigid three-column grid cropped full-length garments at the knee. Images were compressed until hand beadwork disappeared into grey. There was no way to place an editorial photograph beside a product, so the storytelling that made the label desirable on social media stopped at the door of its own store. A customer arriving from a campaign that had cost real money to run met a page that looked like a catalogue supplier.

Underneath the design problem sat a structural one. The site had been built on a generic template by an agency, and every change went back through that agency. A new collection page took weeks and a quote. So the team stopped asking, and the site drifted further from the brand with each collection while the marketing calendar ran on regardless.

The label rebuilt its storefront on Fynd.

Challenges, solutions and impact

Challenge #1: A grid that could not show the garment

The template offered one product layout, and it was designed for objects rather than clothing. Full-length pieces were cropped to fit a square. Zoom was unusable, which matters when the reason to buy is embroidery you can only appreciate up close.

Colourways were separate listings rather than variants of one garment, so a customer could not see that the kaftan came in four shades without going back to the collection page. Fabric, cut and finish were described in a single paragraph of body copy at the bottom of the page.

Solution. The label rebuilt on Fynd's ecommerce website builder, using drag-and-drop sections and its own theme rather than a fixed template. Product pages now carry full-length portrait imagery at the aspect ratio the garment is actually photographed in, high-resolution zoom that holds detail on embellishment, and colourways grouped as variants of one piece. Editorial photography, campaign film and detail shots sit inline within the product page instead of living on a separate lookbook nobody reached.

Reusable sections mean a new collection is assembled from blocks the team already has rather than designed from scratch.

Impact. The store finally looked like the brand. Product page engagement rose, bounce from paid campaign traffic fell, and average order value increased 29% as customers moved from single-piece purchases to coordinated sets, which they could finally see styled together.

Challenge #2: Built for desktop, bought on a phone

Indonesian shoppers are overwhelmingly mobile, and the site was not. Navigation collapsed into an unusable menu, product imagery loaded at desktop weight over mobile data, and checkout ran to seven steps with a form that reset if the keyboard pushed the page. The label was paying to send mobile traffic to an experience that punished it.

Solution. The rebuild is mobile-first rather than mobile-adapted, so layout, navigation and image delivery are designed for a phone and scale up rather than down. Images are served at device-appropriate weight, which is where most of the speed gain came from. Checkout was reduced to a short flow in Bahasa Indonesia with prices in Indonesian rupiah, and the payment methods Indonesian customers actually use, including QRIS, bank transfer, digital wallets and cards, connected through the label's existing provider.

Impact. Page load became 58% faster, and mobile conversion rose 52%. Checkout abandonment fell sharply once the flow stopped asking for the same information twice. The gap between mobile and desktop conversion, which had been wide enough to distort every marketing decision the team made, largely closed.

Challenge #3: Uncertainty on a high-value garment

Occasion wear carries real hesitation. The pieces are expensive, they are worn once for something that matters, and modest silhouettes depend on length and layering in ways a size label does not capture. The old site offered a generic size chart and nothing else, so the most common question in the label's inbox was one the site should have answered, and the customers who did not ask simply left.

Solution. Product pages now carry garment measurements piece by piece rather than a single site-wide chart, fabric composition and behaviour, care instructions, model height and worn size, and clear lead times where a piece is made to order. Detail imagery covers lining, closure and finish. The information sits on the page rather than in a downloadable PDF or a chat thread.

Impact. Pre-purchase enquiries dropped, freeing a team that had been answering the same questions by hand, and the customers who previously left without asking converted instead. Returns and exchanges driven by fit expectation fell.

Challenge #4: The marketing team could not touch its own store

Every campaign landing page, collection launch and Ramadan promotion needed the agency, which meant weeks of lead time and a cost per page. The label's demand is concentrated and date-certain, since Ramadan and Lebaran drive the year's largest occasion-wear peak, and a campaign page that arrives late has missed the entire window. So campaigns ran on social media and sent traffic to a generic homepage.

Solution. The team now builds and publishes pages itself with no-code editing, reusable sections and its own theme components, so a collection launch or campaign landing page is assembled in an afternoon. Technical SEO is handled by the platform rather than retrofitted: clean URLs, structured data, sitemaps, metadata control and fast pages, which also makes the label's collections legible to AI assistants and search engines that increasingly mediate discovery.

Impact. Campaign pages now ship with the campaign instead of after it. The label entered its Ramadan window with dedicated landing pages live from the first day of the campaign rather than the third week, and organic discovery improved as the site became something search engines could read properly.

Way forward

Next on the roadmap: connecting the boutique so store and online share one inventory and one customer history, appointment booking for private consultations through the site, and opening cross-border shipping with multi-currency for the regional and diaspora demand the label already sees in its inbox.

If your challenges resonate with those in this story, it's time to schedule a call with our experts. Whether you're building a storefront that does justice to your product, fixing a mobile experience you are already paying to send traffic to, or taking control of your own campaign pages, our solutions are designed to streamline your operations and drive growth.

With over a decade of experience in omnichannel commerce and a proven track record with 2,300+ brands, Fynd is here to turn your challenges into success stories. Let's drive your growth together.

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