Overview
Founded on the coast of Northern NSW, Daughters of India has built a globally recognised fashion brand around slow fashion, ethical production, and traditional Indian craftsmanship. Inspired by vintage fashion, travel, and bohemian living, the brand works closely with artisans near Jaipur to create hand-crafted garments using traditional block printing techniques. As the business continued to scale, the existing ecommerce experience was no longer reflecting the depth of the brand story or supporting the needs of a growing global customer base. Process partnered with Daughters of India to redesign and rebuild the online experience from the ground up, creating a platform that balanced storytelling, performance, and conversion.
The Challenge
Daughters of India had built strong brand affinity through its products and community, but the digital experience wasn’t keeping pace with the strength of the brand itself. Key parts of the customer journey felt outdated, particularly on mobile, and the site lacked the storytelling depth needed to properly communicate the brand’s mission and values to new customers.
- Poor navigation, filtering, and search functionality made product discovery difficult across a growing catalogue.
- The mobile shopping experience lacked optimisation, particularly around sizing guidance and usability.
- The brand’s slow fashion ethos, ethical production story, and community impact were not being clearly communicated throughout the ecommerce journey.
Our Solution
We delivered a fully reimagined ecommerce experience centred around storytelling, merchandising, and mobile-first usability. The new site was designed to better showcase the craftsmanship behind the garments while creating a smoother and more intuitive path to purchase. Every touchpoint was considered through both a brand and conversion lens, ensuring the experience felt immersive without compromising performance.
- Introduced a mobile-first design system with improved navigation, filtering, search, and enhanced sizing functionality.
- Embedded storytelling throughout the customer journey with rich brand content, slow fashion education, artisan callouts, and video integration.
- Elevated merchandising and community engagement through UGC integration, wishlist functionality, loyalty features, and improved product page experiences.
The project was built on Shopify, alongside integrations including Yotpo for reviews, loyalty, and UGC, and Wishlist Plus for wishlist functionality.
Our Approach
From the outset, the focus was not simply on modernising the ecommerce experience, but on creating a platform that genuinely reflected what makes Daughters of India unique. The brand already had a deeply engaged customer base who understood the ethos behind the products, but there was a clear opportunity to better communicate that story to first-time visitors and international audiences discovering the brand for the first time.
We approached the project through a mobile-first lens, recognising that the majority of customers were engaging with the brand on smaller screens. Navigation structures, collection filtering, product discovery, and sizing guidance were all reworked to reduce friction and improve usability without losing the warmth and personality of the brand.
Storytelling became a core part of the experience architecture. Rather than isolating brand content to static About pages, we integrated it directly into the shopping journey. Product pages were expanded with richer educational content, artisan stories, charity and creator callouts, slow fashion messaging, and immersive visual elements designed to reinforce the craftsmanship behind each garment.
The visual direction leaned into the earthy, bohemian aesthetic the brand is known for, while introducing more refined interactions and animations throughout the site. UGC content from the global Daughters of India community also played a significant role in the experience, helping bridge the gap between aspiration, authenticity, and trust.
Throughout the project, collaboration between Process, the Daughters of India team, and platform partners was central to ensuring the final experience balanced brand expression with scalable ecommerce functionality.
Results
The new Daughters of India experience creates a stronger connection between brand, story, and commerce - delivering a more immersive and conversion-focused experience for customers around the world.
- Improved product discovery through enhanced navigation, search functionality, and collection filtering.
- Stronger mobile experience with a fully mobile-first approach, enhanced sizing tools, and streamlined customer journeys.
- Deeper brand storytelling integrated throughout the ecommerce experience to better communicate the brand’s slow fashion ethos and community impact.
The new ecommerce experience delivered measurable improvements across customer engagement, conversion, and overall site performance.
- +47% increase in total sales following the launch of the new experience.
- +90% increase in average order value, reflecting stronger merchandising and customer journeys.
- 48.35% returning customer rate alongside a +6% increase in sessions, highlighting stronger ongoing customer engagement.
With a stronger ecommerce foundation in place, Daughters of India is now well-positioned to continue scaling globally while staying closely connected to the brand’s values and community.
