FORMA — online store concept for a clothing brand

A small clothing brand doesn’t compete with the shop next door — it competes with marketplaces and mass-market chains. Shoppers can’t touch the fabric or try the piece on, so they doubt the essentials: will it fit, is it worth the price, and will I end up sending it back.

The site had to work like the best salesperson in the store:

• sell the look, not a single SKU — so two or three items land in the cart instead of one;
• remove size anxiety — garment measurements, not just S/M/L, plus a hint on which size to choose;
• shorten the path to payment — from product page to order in about a minute, with the delivery and payment options local shoppers already use;
• justify the price — show where and by whom each piece was sewn.

The goal: a visitor from an Instagram ad places an order instead of “saving it for later”, and size-related returns stay minimal.

The idea — clothing built like architecture. Black, white and concrete plus a single accent of electric blue. Brutalist type on a variable font: the FORMA logo literally changes shape, stretching in the hero and in the manifesto as you scroll. A visible modular grid and a tape-measure scale on the right show how many centimeters of the page you’ve covered.

The hero is a look photo with dimension lines (“shoulders 52 cm”, “L = 118 cm”) and hotspots: the model stands on a giant FORMA logo, a click on a hotspot opens the product, and a “look spec” with the total sits right next to it. On phones, the catalog button is directly under the headline.

The lookbook pins to the screen and scrolls horizontally; one look is presented as a blue pattern-maker’s drawing — more memorable than yet another photo.

The catalog is built on flat sketches in the fabric color: the same angle, honest proportions, instant loading. On hover — a photo on the model or a drawing with length and width. Filters by category, size, color and price, sorting, active-filter chips and a mobile filter sheet.

Interactive selling points:

• quick view with a size picker, stock left (“only 2 left”), quantity and three views: product, on model, drawing;
• a slide-out cart with a free-shipping progress bar, saved in localStorage, plus a wishlist;
• a size chart in cm and inches, coat measurements highlighted on the drawing, and a size finder by height and chest;
• a 3-step checkout: contact → carrier branch or parcel locker search (Nova Poshta, Ukraine’s largest delivery service) → card payment or cash on delivery with the fee calculated;
• a “garment passport” — a tag with the batch number, city and workshop: “Made in Ukraine” becomes a price argument instead of a slogan.