Bridal
Dresses for the ceremony and other wedding events: the most expensive part of the catalog with a detailed card and installments.
Shopify · New Line · Wedding storefront
Wedding Suite: bridal storefront inside a fashion brand
A fashion brand was launching a bridal collection and did not want it diluted in the general dress catalog. We built on Shopify a separate storefront with its own wedding-stage navigation, shade picker, and installment payments — sharing the main store’s cart and checkout.
6
Wedding stages in navigation
by color
Selection of dresses for guests
in parts
Payment by installments
1
Shop instead of two sites
Request: storefront for a collection, not just another category
The brand already had a working women's clothing store with a large catalog of dresses. The wedding collection did not fit into it: a different price level, a different presentation, a different pace of decision-making.
The client formulated the task as follows: “let it look like a separate wedding brand, but live inside our store.” Two separate sites would mean double work with the catalogue, orders and advertising.
We have put together a storefront-within-a-storefront: our own design and navigation, but a common shopping cart, warehouse, payments and analytics. Go back to the main store with one link in the menu.
Task: to sell not a dress, but a series of images
A wedding is not one event, but a chain: engagement, bachelorette party, rehearsal, ceremony, afterparty, honeymoon. Each requires its own image, and the buyer usually remembers this not immediately, but as the date approaches.
A storefront built along this chain sells more than one item. She not only answers the request, but suggests reasons that the bride has not yet thought about.
A separate scenario is guests. Their main question is not “what style”, but “what color is allowed according to the dress code”, and it needs to be solved at the level of a filter, not a description.
What needed to be done
Build a separate storefront with your own design
Navigate through the stages of the wedding
Create scenarios for the bride, bridesmaids and guests
Add a selection of dresses by shade
Connect payment in installments and SMS subscription
Put real photos of brides on display
How we assembled the storefront
Separate entrance to the line
Your own menu: Bridal, Bridesmaids, Wedding Guests and a link back to the main store. The storefront looks independent, but lives in the same Shopify.
Navigation through wedding stages
Bridal Journey block with six display cases - from engagement to honeymoon. This is both navigation and a way to sell several images instead of one.
Selection by shades
They made a color switch for guests: you select a shade from the palette and see only matching dresses. This is the main filter for the wedding dress code.
Card for an expensive dress
Model name instead of article number, large photos in motion, composition and fit, recommendations for the image. The buyer must see herself in the dress before ordering.
Payment in installments and subscriptions
Connected payment parts, free delivery of the amount and discounted SMS subscription - the basis for upselling images for the next events.
Real brides on display
A block of photographs of wedding shoppers: live footage sells the dress more convincingly than studio photography and removes the fear of “it looks different in life.”
Three shopping scenarios in one display case
The bride, bridesmaids and guests come with different questions. We have separated them into separate sections so that each group does not scroll through unnecessary things.
Bridesmaids
Платья для подружек невесты в едином наборе оттенков — покупка сразу на несколько человек.
Wedding Guests
storefront for guests with color matching: “dress code matters” is the main argument of this section.
How it works
-
Purchase scenarios
We outlined the path of the bride, bridesmaids and guests and turned it into the structure of display cases and menus.
-
Wedding line design
We collected the main page, stage showcases, dress card and mobile version in a separate, quieter presentation.
-
Catalog, shades, sizes
We downloaded the collection, associated shades with filters, configured sizes, availability and recommendations for the image.
-
Mechanics and launch
We connected the installment plan, SMS subscription and UGC block, processed the orders and launched the storefront by the start date of the collection.
Как выглядит свадебная витрина
Logo and domain are hidden in screenshots by agreement with the client.
Result: a new line with its own face
Live
storefront launched
The wedding line was released in time for the collection’s launch date and operates as a separate line of the brand.
6
Reasons instead of one
Navigating through the wedding stages turns one purchase into a series of looks.
3
Purchase scenarios
The bride, bridesmaids and guests do not interfere with each other and see only their windows.
by color
Dress code selection
The shade switch closes the main question of guests without correspondence with support.
in parts
An expensive dress is more affordable
Installment plans at checkout remove the price barrier at the very marginal part of the catalogue.
1
Store and admin
Common cart, warehouse and orders: the brand does not maintain a second website and does not duplicate the catalog.
We wanted the bridal collection to feel like a separate brand, but we didn’t want a second site and a second warehouse. It turned out exactly like this: it has its own storefront, but there is only one store.
Platform, payments and project services
Shopify
storefront inside an existing store
Custom sections
Bridal Journey and selection by shades
Payment in installments
Installment plan at checkout
SMS and email
Discount subscriptions and newsletters
Meta Pixel
Separate audiences for the line
UGC block
Photos of brides on display
Frequently asked questions about the launch of a new line on Shopify
We have put together a separate storefront for the line inside the same store: its own main one, its own navigation and its own design, but a common cart, catalog and checkout. The customer can go back to the main store with one link, and the brand does not maintain two sites.
The bride has a different shopping scenario: she chooses not a “dress”, but looks for six events - from engagement to honeymoon. If you put these items in a general catalog, they will get lost between ordinary dresses, and the brand will lose sales of an entire series of looks.
A separate “Bridal Journey” block with display cases: engagement, bachelorette party, bridal shower, ceremony, afterparty, honeymoon. This is both navigation and a hint - the buyer sees reasons that she herself did not think about.
Yes, we made a shade switch for the guest display: the buyer selects the desired color from the palette and sees only suitable models. For a wedding dress code, this is the main filter, more important than size and style.
Payment in installments, free delivery of the order amount, SMS subscription with a discount and a block of real photographs of brides. People buy a dress for a wedding with worry - removing doubts works better than discounts.
For a brand with a ready-made collection and shooting - 2-3 weeks: script structure, storefront design, catalog with shades and sizes, payment and subscription mechanics, tests and launch by the collection start date.
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