Stilefit: one store, many activewear brands
Mat buyers and leggings buyers decide differently, so a multi-brand store needs navigation built for each.
Theme work by Lintel’s founder, Gencer Karakaya.
- Sector
- Fashion
- Founder’s role
- Theme design and development
- Stack
- Shopify, Liquid
- Live store
- www.stilefit.com
Multi-brand retailers have to let each label keep its own space without the store breaking into pieces, and different product types call for different filters. Stilefit, a Turkish shop selling Varley, Liforme, Koral, Manduka, Under Armour, Lorna Jane and other labels in yoga and activewear, priced in lira, shows the pattern. People buying mats weigh skill level and series, while leggings shoppers sort by length, fit and pattern. Gencer customized the theme so each group has navigation suited to it, with a brands layer giving every label a curated space, and Turkish-language notes on authenticity, returns, free shipping and WhatsApp support on product and cart pages.
The problem
Shoppers for equipment and for apparel used different criteria, and the whole deep catalog had to work in Turkish with prices in lira.
The storefront pattern
- Filters by series and level for mats, and by length, fit and pattern for apparel
- A brands section where every label has its own curated page within a single design system
- Product and cart templates written Turkish-first, with lira formatting and messaging about shipping and returns
- Navigation by activity covering pilates, running, fitness and yoga
