Why do Fashion brands use Shopify? 3 Successful cases which started in Amsterdam

More and more brands are now using Shopify for their eCommerce website. A fashion brand is no exception. For a fashion brand, it is important to choose the right platform to sell its product online because the appearance of an eCommerce website directly affects the image of the brand. So, why do great fashion brands...

Last updated: 9 Sep 2022 - 6 mins read

Dylan Laseur Digital marketing

Patta nike collab


More and more brands are now using Shopify for their eCommerce website. A fashion brand is no exception.

For a fashion brand, it is important to choose the right platform to sell its product online because the appearance of an eCommerce website directly affects the image of the brand. So, why do great fashion brands choose to use Shopify? Let’s find the answer to this question by looking at these 3 successful cases which started in Amsterdam, the Netherlands.

Patta: Never miss the chance

Image by Patta AIR MAX

Patta is a Dutch streetwear brand. The renowned Amsterdam streetwear and sneaker company, which was established in 2004 out of a love for high-end sneakers and music, is incredibly well-liked by sneakerheads everywhere. Patta will have its own stores in London and Milan as well as at about 25 carefully curated resellers in prestigious locations, from Berlin to New York and from Leeds to Seoul, outside of the Netherlands in 2020.

Missed opportunities for customer acquisition

As Patta became more and more popular, they sometimes held new product release events and did collaborations with famous brands. This growth led to the use of Shopify. At the end of 2018, before Patta started to use Shopify, they had a collaboration with NIKE. As they expected, when the release date of Patta × NIKE came, thousands of people accessed the website. However, at the supreme moment, their eCommerce website crashed because of overload. They missed out on many new potential customers as the site was broken at the time of the event where people were gathering. Patta decided to use other eCommerce websites from this experience.

Shopify handles a tremendous amount of traffic

After Patta × NIKE collaboration, Patta found Shopify. For a set monthly charge, Shopify has fulfilled its promise to be able to handle such traffic, giving us the assurance that our shop would always be operational. For instance, there were more than 30,000 visitors to their website during the new product launch. Despite this huge number of visitors, Shopify worked normally.

Fashion brands may have many people visiting their websites at once during fashion events. If a brand’s website crashes during such an event, it means missing an opportunity to attract new customers. Many fashion brands have implemented Shopify to avoid this situation.

Daily Paper: Digital Showroom

Image by Daily Paper

One of the fastest-growing fashion brands to emerge from Europe, Daily Paper combines the founders’ rich African roots with cutting-edge fashion design.

During Paris Fashion Week for several years, Daily Paper has been showcasing its designs to merchants worldwide. They would build a physical showroom each season to display their Spring/Summer and Fall/Winter designs so that visitors from across the world who were in town for Fashion Week could not only see the new products in person but also learn about the ideas and narratives that went into each collection.

In 2020, the business had to immediately adjust to reimagine how they could still deliver this unique immersive experience due to abrupt travel limitations. Therefore, Daily Paper decided to try Digital Showroom for the Spring/Summer 21 Collection.

What did the digital showroom look like?

The first thing that visitors to the showroom saw was a 360-degree video expressing the theme of the collection. Daily Paper tried to let their customers experience their concepts of new products.

Moreover, some Shopify features were useful for holding the digital showroom event.

  • Invite-only access: Sending invitations and permitting access only to the invited visitors
  • Collection Page: The collection page was modified to function as a gallery of images of the pieces being displayed, without revealing any product information at this time, in order to remain true to what the offline showroom experience would look like.
  • Shopify Plus: Daily Paper and any other Plus merchants are permitted to add up to 9 more stores to their existing stores using Shopify Plus, for a total of 10 stores. With no additional Shopify subscription fees, the brand is able to launch the Online Showroom store in the same Shopify Plus Organizational Admin.

This example shows that Shopify can be used effectively to maximize the representation of a fashion brand’s design online.

Filling Pieces: Optimal Omnichannel shopping experience

Image by Filling Pieces

Guillaume Chin, a 19-year-old engineering student, and sneakerhead who established Filling Pieces in 2009 is not a typical fashion brand. The business concentrates on the fashion and shoe market between casual sports shoes and high-end apparel.

Filling Pieces accomplished the following by using Shopify POS(point of sale) for their omnichannel business.

  • The increased average order value is 25%
  • 90% less time for onboarding new staff
  • Products are sold in 4 different currencies on 3 different continents
  • Fewer mistakes by humans at checkout
  • More efficient inventory management

They began operating pop-up stores all over the world and opened their flagship location in Amsterdam, but they were still unable to locate the necessary hardware for their omnichannel sales. The settlement of purchases made in pop-ups and storefronts was done manually, which added significantly more time. The company made the decision to convert to Shopify POS in 2018.

Filling Pieces gave its consumers a seamless omnichannel buying experience by switching to Shopify POS. With a few clicks, a customer can arrange for the return of purchase in exchange for a voucher. Customers’ purchase histories are kept in one central location, whether they shop online, in a physical location, or in a pop-up shop. This is helpful for future purchases and for customer service.

Most Fashion brands operate eCommerce websites, brick-and-mortar stores, and pop-up stores to offer optimal omnichannel shopping experience. However, using incompatible systems for payments and online sales makes it very difficult to provide a good omnichannel experience for customers. For those who have this problem, Shopify & Shopify POS help you.


Fashion brands and Shopify are very compatible. This is not only about Shopify’s design but also the features introduced above. It is very important to use Shopify effectively to make your fashion brand more attractive to customers.

However, while it may be easy to say in words, in reality, it is difficult to make effective use of Shopify for business. We, Flatline, will support you in this regard, so please feel free to contact us.


    By signing up you agree with our privacy policy


    To speak with us, call (+31) 613 326 179, send us an email, or reach out to us by chat or What’s App.


    Shopify Summer Editions ’23 – our favourites

    Imagine my Business – Imagine my Store – Imagine my Future This is the hook, Shopify introduces us to the Summer Editions ’23. One of the most powerful updates until now. There have been some changes in the digital world, which automatically affect the eCommerce industry – bringing a lot new opportunities to the field. Personalisation...

    Shopify’s one-page checkout

    By now, we’ve all heard of the Shopify Editions | Winter ’23 and the amazing upgrades that the eCommerce platform will be offering soon.  Shopify is one of the biggest players in the industry, holding a substantial market share in the United States and accounting for over $444 billion in global economic activity. The new...

    B2B with Shopify: Unlocking the Power of Business-to-Business Commerce

    In today’s digital age, eCommerce has revolutionised the way businesses operate and connect with their customers. Shopify, one of the leading eCommerce platforms, not only caters to direct-to-consumer (DTC) businesses but also provides robust features, which Shopify Plus merchants can utilise for business-to-business (B2B) transactions. This article explores the world of B2B on Shopify, its...

    Shopify Markets Pro: The Ultimate Solution for International eCommerce Businesses

    Are you looking to expand your eCommerce business and take over the international market? Yet the complexities of international transactions made you reconsider your decision? Shopify Markets Pro delivers an all-in-one solution that simplifies the process of selling globally. We’ll be showing you all the things you need to know about the new toolkit of...

    The logo of Klaviyo One, a comprehensive customer data platform (CDP) that revolutionises business growth and customer engagement.

    What is Klaviyo One?

    Klaviyo One is the all-in-one platform to grow your business. Klaviyo has always been a powerful email marketing tool, but with the release of Klaviyo One, they are now a complete customer data platform (CDP). This means that you can now manage all of your customer data in one place, and use it to drive...

    Various equipment such as camera are put on the white background

    Omnichannel versus Multichannel

    Omnichannel and multi-channel: what’s the difference? We’re going to be elaborating on the differences between omnichannel and multi-channel. So let’s jump straight into it! So let’s start off with a few definitions. The defintions First of all, when we speak about channels what we mean is a medium through which a brand is able to...

    Discover the power of HubSpot with Flatline Agency

    Discover HubSpot: Transforming Business with Flatline Agency

    At Flatline Agency, we understand the importance of leveraging powerful tools to drive business growth. One such tool that has revolutionised the way companies manage their marketing, sales, and customer service is HubSpot. As a gold HubSpot partner, Flatline Agency is committed to helping businesses unlock the full potential of this platform. In this blog,...

    a black background with white text: May edition newsletter from Flatline Agency

    Your Digital Pulse May Edition: Navigating Tomorrow’s Trends, Today

    Welcome to the May edition of Your Digital Pulse, brought to you by Flatline Agency ®️. As we approach the vibrant summer months, our team at Flatline is thrilled to share a monthly compilation of our most recent updates, expert insights, and strategic collaborations designed to redefine the digital marketing, eCommerce landscapes and beyond. In...

    My Shopify URL

    Your Shopify store URL serves as much more than just an address—it’s the gateway to your brand’s digital identity. So, understanding how to manage and optimise your Shopify URL is crucial. We will show you what a Shopify URL is, how to find and customise it, and tell you why it plays a pivotal role...

    How to activate Shopify Plus from Shopify

    Upgrade to Shopify Plus seamlessly with our guide. Discover the benefits, steps to activate, and advanced features for your growing eCommerce business. As eCommerce continues to evolve, businesses are seeking platforms that offer robust features, scalability, and seamless integration. Shopify Plus stands out as a top-tier solution for large-scale eCommerce operations. If you’re currently using...

    TCO blog featured image

    TCO in eCommerce platforms: an in-depth comparison

    Understand the TCO for top eCommerce platforms. Compare initial and ongoing costs for Shopware, Shopify, BigCommerce, and more! When it comes to selecting an eCommerce platform, understanding the Total Cost of Ownership (TCO) is crucial. TCO encompasses all expenses associated with purchasing, implementing, and maintaining a solution over its entire lifecycle. For businesses looking to...

    How to optimise your ad campaigns with the latest AI tools

    Discover how AI can transform your ad campaigns with tips on targeting, personalisation, creative optimisation, and programmatic advertising. Boost your ROI now! We all know that it is crucial to stay ahead of the competition when in comes to the world of digital marketing. One of the game-changing tools we have today is artificial intelligence....

    Hubspot Spotlight Spring ’24

    Hubspot just released their Spotlight Spring ’24 Editions… and let’s put it like that – they definitely did not dissapoint…. Since our favourite CRM-software just released over 100 new updates making all our work even more seamless to use we’re excited to show you the biggest ones. We will guide you through the 3 new...

    Flatline Marketing Services: Your digital pulse

    Discover how Flatline Agency tailors digital marketing solutions to boost your eCommerce success with the right tools and effective collaboration. Introduction At Flatline Agency, we know that understanding and connecting with your target audience is a crucial part of digital marketing. Our strategies include targeted SEO, engaging social media campaigns, and more. We believe that...

    HubSpot vs Salesforce featured image

    Season 3/5: HubSpot vs Salesforce: find the best CRM for your business

    Explore the benefits of HubSpot and Salesforce to determine which CRM best suits your business needs. Introduction Choosing the right Customer Relationship Management (CRM) system is crucial for efficiently managing customer interactions and business processes. Among the myriad of options available, HubSpot and Salesforce stand out as industry leaders. Each offers distinct advantages depending on...

    HubSpot Email Marketing

    Season 3/4: HubSpot Email Campaigns: manage and optimise responses

    Learn how to boost your email campaign’s effectiveness using HubSpot’s tools for tracking, optimising, and personalising your email strategies. Introduction Email marketing remains a cornerstone of successful digital marketing strategies. As businesses seek more refined analytics and automation capabilities, tools like the HubSpot Email Marketing become indispensable. The platform not only provides robust email marketing...

    This site is registered on as a development site. Switch to a production site key to remove this banner.