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LaQuan Smith revolutionizes fashion with BigCommerce

Heralded designer launches beautiful new site to
introduce “see now, buy now” to fashion

215% 108% 100%
increase in revenue increase in traffic of new collection immediately
available online
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Business goal: Bring Fashion Week to the masses

LaQuan Smith is a rising fashion designer who has quickly become synonymous with trendsetting, fueled by the patronage of A-list celebrities like Rihanna, Kim Kardashian and Lady Gaga. So when he began concepting his 2016 Fall/Winter New York Fashion Week show, something radical came to mind: making his new collection immediately available for purchase online.

In the world of luxury fashion, where celebrity elites typically get to pilot new styles for months before wide release, Smith knew the concept had incredible potential. It could allow him to compete with some of the largest and most established fashion brands in the world, including Tom Ford and Burberry. But it would require building an online destination where the collection could be accessible to consumers around the world.


BigCommerce made it possible for us to pull this off in just a few weeks.LaQuan Smith

Smith needed to merge his two existing websites to create a more streamlined shopping experience. A sleek, high-fashion site had to be mocked up, tested and implemented before the February Fashion Week show.

The new site needed to represent the luxury and quality of Smith’s beautiful designs and be fully functional throughout Fashion Week despite a heavy traffic load. It also had to offer a flawless experience across all devices while embodying the simplicity, quality and modern look of Smith’s designs.





Our launch strategy for this collection involved a lot of variables — the clothes, the marketing, the Fashion Week show, the site design and the user experience all had to work in harmony to be successful.LaQuan Smith

BigCommerce benefit: A custom fit for a fashion icon

With Fashion Week less than six weeks away, Smith tapped creative design agency and premier BigCommerce Partner Pixel Union to design a custom website that would embody high fashion and echo his brand’s signature style.

They transformed Smith’s online presence into a seamless shopping experience that allowed the brand to bring his latest designs to anyone in an instant and take advantage of the “see now, buy now” movement.




In partnership with Pixel Union designers, Smith customized every aspect of his site. From immersive product images and merchandising to a clean, modern design, everything was meant to mirror how consumers experienced the brand in boutiques and in the showroom.

“Form and function are key aspects of any successful ecommerce site, but there’s an even higher expectation when the site represents a visionary designer like LaQuan Smith,” said Linda Biggs, Director of Client Services at Pixel Union. “We worked with BigCommerce’s powerful platform to design an online storefront that stays true to LaQuan’s artistic vision while bringing his collection alive in a new way. The end result is a store that’s not only beautiful, but highly shoppable and optimized to sell.”

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Big results: A NYFW showcase that sells

215% 108% 100%
increase in revenue increase in traffic of new collection immediately
available online


At his Fashion Week show, Smith’s team equipped their models with tablets that attendees could use to purchase the new styles right away. BigCommerce’s mobile-friendly design and reliable uptime ensured that all shoppers had a perfect experience, whether they were a Fashion Week attendee or a fan of the brand visiting the site.

In the month following the new site’s launch, LaQuan Smith saw a 215% increase in revenue and a 108% growth in visitors to his store. His exciting new sales strategy also landed him a variety of media placements, including a profile in Elle magazine and a feature in Quartz.

This launch further positioned Smith as not only a style trendsetter and respected designer, but a business leader with fresh ideas for the fashion industry.

“Our launch strategy for this collection involved a lot of variables — the clothes, the marketing, the Fashion Week show, the site design and the user experience all had to work in harmony to be successful,” said LaQuan Smith. “BigCommerce made it possible for us to pull this off in just a few weeks. We launched a beautiful store, made headlines and sold twice as many pieces as we did the month before. The redesign coupled with the fashion show was a huge success, and we will continue to explore new ways for the brand to connect with our customers.”

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