By Association Only fundamentally re-imagined the Vogue Collection eCommerce architecture by consolidating eight separate Shopify stores, each serving different regions, into a single, unified, global Shopify Plus store instance.

By leveraging Shopify Markets, the brand aimed to streamline its international D2C merchandise sales, featuring clothing, accessories and stationery, all adorned with the iconic Vogue logo. The consolidated store took inspiration from the iconic Vogue publication and website, the latter having had established an engaging, on-brand and commercially astute digital presence.

The goal was to expand on this recognisable aesthetic, harnessing a seamless user experience that enhanced brand consistency across seven languages and four currencies.

Operating fragmented stores across markets had created operational complexity. Each territory maintained its own dedicated eCommerce team, individual tech stack, and distinct workflows. Four separate warehouse integrations added logistical overhead. The challenge was distilling this complexity into a singular, manageable system whilst maintaining uninterrupted trading throughout the transition.

By Association Only audited functionality and technology across all eight existing stores, eliminating redundant applications and standardising on native Shopify capabilities wherever possible. Where third-party solutions remained necessary, we consolidated to singular providers, streamlining the tech stack and cutting recurring costs.

Key frontend ambitions of the project included raising conversion rates, modernising user journeys, unifying best-practice UX/UI, and coalescing the Vogue brand language. Technically, the project goals were multifaceted, including furnishing Vogue Collection with a future-proofed codebase that eliminated technical debt accumulated across multiple stores and integrations.

Cost efficiency was vital to the success of this project. Central savings were achieved by distilling platform costs into a single store with Shopify, reducing the scale of the internal trading team, lowering the number of UX/UI and development tasks, consolidating marketing expenditure and cutting third-party app fees.

For this project, stakeholder management was particularly crucial. Throughout the consolidation, all eight existing stores remained operational, ensuring no disruption to trading. With a thorough creative process, bespoke development, comprehensive data migration and rigorous testing, the transition to a global Shopify store was executed seamlessly.

This consolidation project represented a transformative moment for Vogue Collection. The new platform provides the Condé Nast team with a dynamic, best-in-class and highly performant D2C merchandise store - centralised, streamlined, and set up for global expansion and commercial scale.