Chapter 7 dutil.: Removing gender barriers from the online shopping experience

Tracey Wallace / 1 min read

Why they won

dutil. was a finalist for the Innovation Awards.

For creative use of custom fields at the product level to fill industry and brand needs.

Business stats

Business outcomes of the innovation

  • Increased customer satisfaction and loyalty thanks to online store functionality aligning with brand’s mission.

What they do

dutil. is a premium denim manufacturer and seller.

Over the years, they’ve developed a reputation for making the most comprehensive and ethically sourced denim collections available to a diverse range of customers.

The challenge behind the innovation

Many of the jeans we sell are unisex, which provided a number of issues in terms of merchandising product.

We fixed this by switching all product thumbnails over to off-body flat lays, and by creating a custom field for gender: female, male + unisex.

How they make it work

By offering a custom field option, we let customers filter by gender, to show men’s, women’s and/or unisex products.

BigCommerce also lets products go into multiple categories, which let us have the same item in a men’s and women’s section of the website.

Final word

With BigCommerce, we are finally able to sell unisex jeans to both genders.

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Table of Contents

    Table of Contents

    IntroThe 11 Most Technically Innovative Ecommerce Brands of 2021
    Chapter 1 Seriously Silly Socks: Personalization + pick, pack, ship simplification.
    Chapter 2 Bob Johnson’s Computer Stuff: Future-proofing on-site search
    Chapter 3 Andie Swim: Fixing a broken industry purchasing funnel for good
    Chapter 4 Beer Cartel: Content marketing for a 34% gain in sales
    Chapter 5 Autograph Foliages: Migrating to a 40%+ in revenue
    Chapter 6 Berlitz: Selling online courses to modern ecommerce shoppers
    Chapter 7 dutil.: Removing gender barriers from the online shopping experience
    Chapter 8 Flip Flop Shops: Multi-store pick, pack, ship and in-store pickup
    Chapter 9 Freund Container: B2B empowerment through RESTful APIs
    Chapter 10 Glory Cycles: High-end product-level customization for an expert customer
    Chapter 11 Ironlak: Streamlining checkout complexity in a local hosting environment
    Chapter 12 NaturallyCurly: Integrating data across EDI and API endpoints
    Chapter 13 Neon Poodle: International expansion on steroids
    Chapter 14 Pruvit Gear: Saving $1,000,000 annually + custom print-on-demand services
    Chapter 15 Restaurantware: B2B & B2C in a single dashboard
    Chapter 16 Rollie Nation: Building innovation into the fabric of the brand (UX included)
    Chapter 17 Sam’s Furniture: Online furniture browsing + buying customers can’t resist
    Chapter 18 Silver Jewelry Club: The newest flash sale site on the block
    Chapter 19 Sorority Specialties: Catering to Gen Z’s ecommerce expectations


    Tracey Wallace

    Tracey Wallace

    Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

    Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help.Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

    View all posts by Tracey Wallace

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