The Power of Fashion-Focused Product Filters on Collection Pages

A strategic approach to product filtering on fashion eCommerce sites is essential for enhancing the customer journey and ensuring shoppers can find what they want efficiently. 

Product filters should be intuitive and aligned closely with customer needs and shopping behaviours. In the following sections, we'll delve into how to refine these filters to optimally serve your customers and elevate their shopping experience. 

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Relevance and Customisation

Fashion Specifics: 

• Tailor filters to reflect the unique attributes of your products and the preferences of your target market. For example, if your brand specialises in formal wear, consider filters like "dress code" (black tie, business casual) or "event type" (weddings, galas).

Simplify Choices: 

• While it's tempting to offer as many options as possible, too many choices can overwhelm shoppers. Simplify your filter options where possible. For example, rather than listing every shade of blue separately (navy, azure, cobalt), group them under a general "blue" category to prevent fragmenting the display of available products too much.

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Understanding Customer Priorities

Start Simple: 

• Begin with broader filter categories and allow for more detailed refinement as needed. This way, you guide your customers through a seamless narrowing-down process without them having to sift through overly specific options initially. For example, start with broader colour families or major style categories before diving into more niche filters.

Contextual Relevance: 

• Tailor your filters based on the shopping context of the collection page they're on. For instance, on a page for summer dresses, offer relevant filters such as length (mini, midi, maxi), fabric (cotton, linen), and feature (sleeveless, backless).

Strategic Filter Placement and Logic:

Logical Progression: 

• Arrange filters in a logical order that mimics your customer's shopping process & brand. For example, a luxury brand might prioritise colour & style over price due to the targeted customer’s focus on fit and style rather than budget.

Dynamic Filtering: 

• Consider implementing dynamic filters that adapt based on previous selections to further refine what's shown. For instance, selecting 'women’s footwear' could automatically offer subsequent filters for shoe type (heels, flats, boots), and then size, colour, etc.

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