Éclectique USA
Season-led, not grid-led
Éclectique is a US menswear label built on limited, considered garments — heritage denim, monogram knits, plaid outerwear — shot every season as a full look book. The store had to feel like the clothes, not like a template.
01 — The challenge
Great photography, hidden three clicks deep.
Everything that makes Éclectique worth buying — the Paris Fashion Week diary, the Simple Living look book, the studio stills of a jacket over a bentwood chair — lived in pages nobody reached. The shopping path was a flat product grid, so a $328 indigo jacket sold on a thumbnail and a price, the same way a commodity tee would.
Collections were also uneven: some held two products, others held forty, and the store gave no signal about which was the season and which was the archive.
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6
Seasonal look books published on the store
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11
Shop categories restructured into a single browsable path
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$99
Free-shipping threshold surfaced on every page
02 — Our approach
Put the season in front, and let the grid follow it.
We built the storefront around the look book. The homepage opens on the current campaign image, moves into the season's essentials, then into an editorial block for the Kura denim line before it ever shows a full catalogue grid. The Collections menu makes each season a destination — Paris Fashion Week 2026, Simple Living Fall/Winter 2026, Sedona Spring/Summer 2025 — instead of an archive folder.
Underneath that, the merchandising was cleaned up: a single Shop All path, consistent collection headers with real copy, sale and sold-out states that read at a glance, review stars on the products that have them, and an accessories tier that catches the smaller basket.
Conversion detail got the same pass — free-shipping threshold in the announcement bar, wishlist on every template, a newsletter capture tied to the studio's dispatch rather than a generic discount popup, and a contact page that is a real request form.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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