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


4 minute read // Case studies

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.

Scroll down for more related articles in this section
Scroll down for more related articles in this section