The Cutt is a new fashion label launched in the middle of the COVID-19 pandemic in August 2020. This store is their founder’s, British designer, Merah Vodianova, second Shopify store. Her first being a designer shoe store by her namesake: www.merahvodianova.com. Outside of the fact Merah had the will to launch a brand new fashion label in the midst of the largest pandemic in 100 years, we love her Instagram, her designs, and her ecommerce product pages.
Their Instagram
The Cutt’s Instagram account is a masterclass in fashion photography and social media marketing. They’ve understood what type of posts do well on Instagram and produce just that.
You’ll notice that very few of their photos are of just their products, but instead are women wearing their products in lifestyle shots. These posts will also naturally perform better in sponsored posts, which Merah confirmed during our call.
What’s great is that her designs are represented well by the photos. If you sell beautiful things then it’s that much more reason to have high quality photos. And speaking of design…
The Designs
I mean, WOW. When I first saw her designs speaking with Merah over a Zoom consultation call, I was speechless. I’ve never bought a dress in my life but I could immediately see what made her clothing special.
Here is my favourite piece, the Gaia Dress.
It is art. Fashion is most definitely an art form, and something I didn’t really think too much about until very recently. The way the colours pop and how the patterns take your eyes on a journey from one end of the canvas to the other. I love it.
Their Product Pages
My favourite part of the online store, because I get to geek out a little bit around conversion optimization here. Merah and her team definitely picked a great product page template.
On the Safron Swimsuit page here you can see what I mean about good conversion focused design.
I’ve done the example on mobile since we should all know by now that mobile shopping has overtaken desktop (friendly reminder to always optimize your product page templates for mobile before desktop).
What’s great is the most important information and clickable/engage-able elements are prioritized in the most valuable page real estate. Photos, name, prices, size/colour selector, and the add to cart button.
The page also features are the variants of the piece, showing all the colourways, for example.
An amazing idea was to add the highlight lines in bold text. These are quick and easy messaging to highlight the benefits of their product as well as answers to potential FAQs.
And last, but definitely not least, their well-written product descriptions. It sells the lifestyle that comes with the product rather than the utility of the product itself. Under the product description, The Cutt also has a description about the collection and its inspiration, as well as a description below that about their design and manufacturing process. It’s a case study on good copywriting and the value it can bring to your brand, because anyone who’s interested in purchasing high ticket fashion is most definitely spending the time on the website read the product copy.
You can visit The Cutt website here: www.thecuttlabel.com
The Cutt uses our Shop Phone app for Shopify to help recover abandoned checkouts, and retain new and VIP customers: Shop Phone Shopify App