Fashion Ecommerce Shopify Migrations

Fashion ecommerce requires specialised migration expertise that most agencies don't have. Seasonal traffic spikes, complex product variants, and visual-heavy retail requirements create unique challenges that can make or break organic performance during a platform transition.

We've successfully managed Shopify Plus migrations for leading Australian fashion brands including Posse, St Agni, Coco and Lola, LSKD, and Spell. Each brought different complexities - from international multi-market setups and hreflang requirements to variant-heavy catalogues with thousands of size and colour combinations.

The risk was clear: get the migration wrong, and these brands would lose visibility during their most critical sales periods.
 

Discovery-First Architecture

Unlike transactional retail, fashion customers browse before they buy. Our migration strategies prioritise collection pages, editorial content, and lookbook-style navigation that supports how fashion shoppers actually discover products.

Variant Optimisation

Our technical approach handles variant optimisation automatically, preventing size and colour options from creating duplicate content issues while preserving product page authority. This is critical for fashion catalogues where a single style might have 30+ SKU variations.

Fashion-Specific Structured Data

We implement fashion-specific structured data for materials, care instructions, sizing guides, and fit information that influences purchase decisions and enhances rich result visibility.

International Market Setup

For brands expanding beyond Australia, we configure hreflang implementations, regional canonicalisation, and market-specific targeting that ensures each site captures local demand without cannibalising global visibility.

Spell

Shopify Plus Migration

• Spell owns the boho fashion space in Australia. Their migration needed to protect category dominance while supporting their Byron Bay brand identity and international expansion.
• What we did: We built a collection architecture around their bohemian lifestyle positioning, ensuring category pages captured both generic boho searches and brand-specific queries. Technical implementation included structured data for their handcrafted materials and vintage-inspired details.
• Impact: Spell holds #1 rankings for "boho clothing", "bohemian clothing", "boho boots", "boho robes", "boho sets", "boho shoes", and "modern boho clothing". They've established dominant share of voice in the bohemian fashion category, with 149 SoV for their core "boho clothing" term alone.

St Agni

Shopify Plus Migration

• St Agni operates in the luxury fashion space where brand perception and product quality drive purchase decisions. Their migration required preserving premium positioning while improving technical foundations.
• What we did: We implemented a migration strategy focused on luxury fashion signals, with enhanced structured data for premium materials like leather and woven goods. The architecture supported their accessories-forward positioning alongside ready-to-wear collections.
• Impact: St Agni ranks #1 for "leather blazer" and "white baby tee", with strong #2 and #3 positions for "woven leather bag", "woven handbag", and "woven tote". Their niche luxury positioning translates to qualified, high-intent organic traffic.

Jo Mercer

Migration Recovery | Resolved within 2 months

• Jo Mercer came to us after a migration went wrong. Organic visibility had dropped significantly, and their internal team couldn't pinpoint the technical issues causing the decline.
• What we did: We conducted a rapid technical audit identifying critical indexation problems, broken redirect chains, and lost internal link equity. Our team implemented fixes across their Shopify Plus environment while rebuilding the URL architecture to recover lost authority.
• Impact: Within two months, we'd resolved the core technical issues and organic visibility was recovering.

Posse

Shopify Plus Migration | Completed September 2025

• Posse represents the premium end of Australian fashion, requiring a migration approach that protected brand equity while enabling international growth.
• What we did: We managed their migration with a focus on clean URL structures across AU and international storefronts. The technical implementation prioritised their editorial content and lookbook pages alongside traditional e-commerce architecture.
• Impact: Migration completed September 2025. Rankings are currently settling as search engines reindex the new domain structure. Early indicators are positive with no major indexation issues post-launch.

• Shopify Plus Architecture: Optimised for fashion discovery and seasonal collections, with URL structures and navigation designed for how fashion customers actually shop.
• Automated Variant Handling: Technical frameworks preventing duplicate content across size, colour, and style options while consolidating ranking signals to parent products.
• Mobile-First Optimisation: Performance tuning for high-resolution product imagery without sacrificing page speed or Core Web Vitals scores.
• International Targeting: Hreflang setup and regional site configuration for multi-market expansion, including AU/US/UK targeting strategies.
• Enhanced Schema: Fashion-specific structured data for product attributes including materials, sizing, care instructions, and style categories.

Fashion ecommerce migrations require more than standard SEO checklists. They demand deep understanding of how fashion customers discover products, how variant-heavy catalogues behave in search, and how seasonal business models create unique risk windows.

Our track record with Australia's leading fashion brands — including Posse, St Agni, Coco and Lola, LSKD, and Spell — demonstrates that Shopify Plus migrations don't have to be traffic gambles. With the right expertise, they become foundations for accelerated organic growth.