From first stitch to perfect fit, creating an athleisure brand ready for a performance marketing workout

<p>From first stitch to perfect fit, creating an athleisure brand ready for a performance marketing workout</p>

Project Overview

From brand identity and Shopify build, to performance marketing success.

Business owner Nina was inspired by her role as a busy mother juggling family life with a career and the importance of keeping fit and healthy. As COVID hit Nina found herself, as many others living in activewear and saw a gap in the market for quality, affordable activewear. Inspired by her love for fashion Nina wanted to ensure that like-minded men and women were able to look great and feel confident while training or relaxing.

It Looks Fit approached Herd in 2021 to design and build a bespoke Shopify website and for ongoing digital marketing support to launch their new brand to market following a recommendation by one or our current partners.

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  • 100% Mobile friendly on launch
  • 1.48 sec Average page load speed on launch
  • 52% Conversions driven by Paid Search in first 10 months
  • 77k Organic impressions in first 10 months

The Brief

As this store was new to market, there wasn’t an existing site in place, nor did they have a brand name, identity or logo, before the project began so we had a blank canvas to work with.

The It Looks Fit team had very little background knowledge of using the Shopify platform or the process involved in creating a website or how to build a successful brand prior to the project kick off.

Our expert guidance and advice was well received by our partner who was happily hand-held from start to finish.


  • Create a new brand identity

  • Build and devolop brand awareness

  • Launch D2C fashion website

  • Increase business through site

Working with Herd on this project was a pleasure. Seeing my new brand take shape from initial concept to launch with the expert team of Shopify developers' input and guidance was really invaluable. I am delighted to see It Looks Fit going from strength to strength with my new eCommerce brand, and taking a share of this competitive market.

Nina Kohli, Founder & Director, It Looks Fit

How we did it

Our Shopify expert developers and in-house design team created the impressive website, focussing on a modern mobile-first design, outstanding UX and ease of use as our main priorities, with the ability to allow the site to grow in the future. The chosen platform for the site was Shopify to which we applied our custom build theme to deliver a high performing, eCommerce website to meet the client’s needs.

The “Shop the look” feature is a bespoke piece of development which facilitates the upselling of various complementary product items. The feature is fully customisable by the client and is driven by Shopify’s collection functionality. Furthermore, the aim is to leverage on social media influencers to promote a complete outfit and point users to a product page whereby the whole outfit is visible and available to purchase.

The site uses some user-friendly integrations on the product page which are developed to assist sale conversions.

The integration of Klarna allows users to make purchases whist spreading the cost over a comfortable time frame. We have also developed a “back in stock” feature which enables users to register their interest in a product that is currently out of stock. When the item becomes available again, the user will receive an email to inform them.

From the initial brief, a robust web presence with strong UX and eCommerce functionality was the main goal for the project. The site would be a hub for social media platforms to drive traffic and assist conversion rates. We futureproofed the site by designing a bespoke platform to enable our partner to expand and deliver their own brand in the future with ease.

Once the website was launched our Digital PR team supported our partner in publicising official launch press releases reaching out to both local and national publications to generate brand awareness and gain high quality links to improve their site authority from launch.

Our paid search team proposed running Google Ads to increase both sales and brand awareness from the going live date. We created Google Shopping campaigns to help promote products to users. As Google Shopping is a visual form of advertising this was our main priority ensuring that the correct information was presented to the user before they have visited the site.

We established audiences in Google Analytics to retarget those visitors that had not completed a purchase but were still actively searching for products to re-capture them and complete the sale to maximise ROI.

Project Highlights

All our site builds are bespoke to the client’s requirements and utilises our own custom skeleton theme which is constantly evolving to take advantage of new features and latest Shopify releases

Our inhouse design team created a clean modern look and feel to this ecommerce website, whilst focusing on UX and taking a mobile first approach to aid conversions.

The utilisation of social media influencers meant the site had to be integrated seamlessly with various social media platforms such as Instagram, Facebook, TikTok and Pinterest.

We helped develop the client’s brand and site from scratch, providing the footprint for the client going forward. Through use of design workshops, we were able to determine the client’s needs and aspirations for their brand identity.

We introduced Google Shopping ads to drive sales, create brand awareness and to maximise the ROI.

We created a press release based on the launch of the website and generated a seeding list to gain coverage in high authority publications.