Fashion Edit India is a premium B2C luxury fashion destination catering to India’s fast-growing aspirational and high-net-worth consumer base. Operating in a market where India’s luxury fashion and apparel segment is projected to grow at a CAGR of 10–12%, driven by digital-first brands, influencer-led discovery, and global designer collaborations, Fashion Edit India required a technology platform that could match the scale, experience, and operational sophistication of leading players such as Pernia’s Pop-Up Shop, Nalli, Aza Fashions, and platforms showcased at IBFW (India Bridal Fashion Week).
As consumer expectations in luxury fashion evolved—demanding faster load times, personalized shopping, loyalty-driven retention, omnichannel communication, and real-time inventory visibility—the limitations of a template-driven Shopify ecosystem began to surface. To support long-term scalability, brand control, and advanced CRM-led commerce, Fashion Edit India undertook a strategic migration from Shopify to a fully custom-built eCommerce platform developed and delivered by Webkype under the technology leadership of Gajendra Singh, with backend architecture and system integrations led by Shakti Pratap.
Business Context & Market Dynamics
India’s luxury fashion eCommerce market has witnessed rapid digital adoption, with platforms like Pernia’s Pop-Up Shop, Nykaa Fashion, Sabyasachi-led online showcases, and regional heritage brands like Nalli successfully blending tradition with technology. Fashion Edit India operates within this competitive ecosystem, catering to discerning customers seeking curated designer wear, occasion-driven collections, and premium service.
To remain competitive against established luxury platforms and emerging D2C designer labels, Fashion Edit India required a commerce system capable of supporting high SKU complexity, seasonal collections, influencer-driven traffic spikes, and personalized customer journeys—capabilities that demanded a custom technology foundation rather than a SaaS-bound solution.
Technology Architecture & Platform Development
The new Fashion Edit India platform was architected as a custom Laravel-based MVC eCommerce solution, designed for performance, flexibility, and long-term ownership. Laravel was selected for its robust security framework, scalability, clean MVC separation, and ease of integrating complex business logic required for luxury commerce operations.
The frontend experience was engineered to deliver a refined, editorial-style luxury shopping journey with fast page loads, SEO-friendly structures, and mobile-first responsiveness—critical for discovery-led platforms competing with the likes of Pernia’s Pop-Up Shop and high-fashion Instagram commerce funnels. Advanced caching, optimized image delivery, and structured data implementation ensured strong visibility across Google, Bing, and AI-powered search engines.
Core eCommerce Features & Capabilities
The platform supports a full spectrum of enterprise-grade eCommerce features including advanced product catalog management, designer-wise and collection-based merchandising, dynamic pricing, and real-time inventory synchronization across warehouses. Size-level stock tracking, backorder management, and automated stock alerts were implemented to handle the complexity of luxury apparel inventory.
A powerful order management system enables end-to-end order lifecycle tracking—from cart to checkout, fulfillment, shipping, returns, and refunds—ensuring operational clarity for internal teams and transparency for customers.
CRM, Loyalty & Customer Intelligence
At the heart of the platform lies a custom CRM designed to capture and unify customer data across purchases, browsing behavior, wishlists, and communication touchpoints. This CRM enables Fashion Edit India to run loyalty programs tailored for luxury customers, including tier-based rewards, early access to collections, private previews, and personalized offers.
Customer segmentation and lifecycle tracking allow the brand to engage repeat buyers, bridal shoppers, and high-value clients with precision—an approach widely adopted by leading luxury platforms and showcased at events like IBFW.
Integrations & Omnichannel Communication
To deliver a seamless omnichannel experience, the platform integrates multiple payment gateways supporting UPI, cards, net banking, and wallets, ensuring frictionless checkout. Shipping and logistics integrations enable real-time rate calculation, order tracking, and automated status updates.
WhatsApp, SMS, and email integrations play a critical role in customer communication—covering order confirmations, delivery updates, abandoned cart reminders, loyalty notifications, and personalized marketing campaigns. These integrations ensure Fashion Edit India remains connected with its audience across the channels most preferred by Indian luxury consumers.
Marketing, Analytics & Growth Enablement
Advanced marketing tools and analytics were embedded into the platform to support performance marketing, influencer campaigns, and organic growth. Integration with analytics platforms enables real-time tracking of user behavior, conversion funnels, campaign ROI, and customer lifetime value.
SEO-focused architecture, schema implementation, and clean URL structures ensure that Fashion Edit India’s collections, designers, and editorial content are discoverable across traditional search engines as well as AI-driven discovery platforms.
Migration from Shopify to Custom Commerce
The migration from Shopify to a custom Laravel MVC platform was executed with zero data loss and minimal operational disruption. Product catalogs, customer data, order history, and SEO equity were carefully migrated, while the new system unlocked advanced customization, deeper CRM intelligence, and full control over platform evolution.
