1.
Curation: the Fashion E-Commerce
Edition // Nov. 2019

2.
Introduction
• A part of the e-commerce appeal for shoppers is the stress-free shopping
experience: hyper convenience, speed and variety with minimum effort.
• However, the subject of variety is a double-edged sword: while it reduces stress
on the one hand, it also induces stress due to the inability to choose, and can
even cause shoppers to abandon the site without completing a purchase.
• This is one of the reasons why we consider curation is a key strategy for e-
commerce retailers. Curation eases the path to purchase, making smaller
selections of hand-picked and/or personalized items, and can drive unplanned
sales as shoppers discover surprisingly relevant items.
• Just as importantly, curation is the basis for differentiation in a highly
competitive market.
• This report examines 10 of the leading fashion e-commerce websites, as part of
the Schieber Research e-commerce best practice benchmark. The websites are
leading in terms of visitors, per Alexa Ranking.
(The research was done in November, 2019: right before the big
Holiday Shopping season. Therefore, you will see holiday gifting,
autumn collections and related themes.)

3.
The Websites
Alexa U.S rank: #592
United States
Alexa U.S rank: #944
United States
Alexa U.S rank: #744
United States
Alexa U.S rank: #3732
United States
Alexa U.S rank: #618
United States
Alexa U.S rank: #1093
United States
Alexa U.S rank: #325
United States
Alexa U.S rank: #823
United States
Alexa U.S rank: #825
United States
Alexa U.S rank: #242
United states

4.
Curation Strategies in Fashion E-commerce
Basic Better Best
• Gender (including non-
binary)
• Product Categories
• Dressing events (e.g. Work,
Party, Black Tie)
• Body shape (e.g., curvy,
petite)
• Best sellers
• Collaborations
• Trends
• Concepts
• Personalization (people like
you)
• Calendar events
• Personalization (dynamic –
AI)
• Influencers as curators
• curated items to your
doorstep by expert stylists
or personalized

5.
H&M: Selection Type
• The website’s primary hierarchy is by gender/home items, then by product
category, offers and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Offers (e.g., loyalty plan; BOGO
on tights)
• Calendar events (e.g., Holiday
Shops, Winter Essentials)
• Trends (elevated elegance, layers,
glamor, glitter, texture, etc.)
• Inspiration (embrace your shape)
• Collaborations (Pringle of
Scotland, Giambattista Valli)
• Concepts (Trend, modern classic,
casual, “divided”, party, conscious,
premium quality)

6.
H&M: Curation Examples
Kids Fashion offers a special
campaign called “party kids”
curated especially for the fall
holidays season
“a new take on utility” -
inspiration
Special offers for students H&M Insiders: Focusing on 14
of the company’s employees
“See how they incorporate H&M into
their everyday lives, from edgy outfit
styling to chic home decorating.
Learn more about each one of them
and follow along on their journeys.”

7.
ZARA: Selection Type
• The website’s primary hierarchy is by gender/ accessories, best sellers and
stories, then by product categories, scenes, and curated selections.
Primary Selection Secondary Selection Curated Collections
• By gender
• By product category
• Best sellers
• Stories
• Scenes- Complete looks • Concepts- “Corner Shops”
(e.g., Essential, Ballet, Mom,
Street, Timeless)

8.
ZARA: Curation Examples
“Corner Shops” - Edited special
collections for men/women/kids
(e.g., Timeless, Denim, Mom, Join
Life)
“Edited self-expression”: offers
personalization of some of Zara’s
items
“Stories”: clothing items according to
varied narratives, accompanying the
online display with fashion
photoshoots and videos.
“Scenes” (in “Stories”): short videos presenting
capsule collections, using videos with a
cinematic character, offering to shop items as
presented and complete looks

9.
Asos: Selection Type
• The website’s primary hierarchy is by gender, then by product category, range
marketplace, offers and curated selections.
Primary Selection Secondary Selection Curated Collections
• By gender
• By product category
• Range (body type)
• Marketplace
• Offers (e.g., sale)
• Edits (Christmas knits, Going
out-out, Responsible edit,
Wedding guest)
• Trends (Cozy textures, Punk
vibe)
• Inspiration- Asos Insiders:
Curated items by selected
Insiders

10.
Asos: Curation Examples
Asos Marketplace creates a
platform from small brands
and boutique stores from
around the world
Trending and concept clothes,
like: “cold weather textures”,
“punk vibes” or
“Thanksgiving”
Shop by range Asos Insiders: Curated items
by selected Insiders

11.
Mango: Selection Type
• The website’s primary hierarchy is by gender/ kids and edits, then by product
category, Calendar events, best sellers, occasions and curated selections.
Primary Selection Secondary Selection Curated Collections
• By gender
• By product category
• Edits
• Calendar events (e.g.,
preparing for the holidays
season)
• Best sellers
Occasion (e.g., Weddings&
Parties, Office looks, Total look,
Leather, Maternity wear, Plus
sizes)
• #MangoGirls: Fashion
influencers style offerings
• “Selected” Special pieces for
a timeless wardrobe
• Kids Inspiration (e.g., We
like to party, Brothers &
Sisters, Mum & Me, Basics)

12.
Mango: Curation Examples
Gifting, preparing for the
holidays season
#MangoGirls: Fashion
influencers style offerings and
an option to “shop the look”
Mango Edits – presents
campaigns and lookbooks
“Selected”: Special pieces for a
timeless wardrobe. Carefully
chosen for their excellent
quality

13.
SHEIN: Selection Type
• The website’s primary hierarchy is by gender/ kids, then by product category,
calendar events, offers and trending items, then by style, occasion or color and
curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By gender
• Calendar events (e.g.,
Holiday Shops, black Friday)
• Offers (students discount,
flash sale, last chance, sale
on sale)
• Trending now
• By style (e.g., edgy, chic,
trendy, relaxed)
• By occasion (e.g., holiday,
going out, workwear, comfy)
• Tends (e.g., sporty, basics,
earth tones, puffer)
• By color
• Curated by social media
influencers
• Influencers collections and
favorite picks
• Edit lookbooks (Office Lady,
Back To School, The Fashion
Edit, Seek The Sun)
• Style gallery by products,
styles, occasions or
elements
• Recommendations based on
previous searches

14.
SHEIN: Curation Examples
Offers- deals and sales Trending Now: “We've curated
the most popular items for you
based on real-time data”
Occasions and trends Styles and picks by
influencers, with “dress like”
feature

15.
SHEIN: Curation Examples
Influencer collections and
favorite picks
#SHEINgals: fashionistas
showing off their favorite
looks across social media
Users generated style
gallery by product, style,
occasion or element
Holiday outfit of the day
ideas
Recommendations based
on previous searches

16.
Urban Outfitters: Selection Type
• The website’s primary hierarchy is by gender/home/ lifestyle items, then by
product category, and most popular items, offers, trends, and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Most Popular
• Offers (e.g., sale)
• Trends (e.g., Winter Cozy
Essentials, Velvet + Shine, Plaids
+ Checks)
• “Often Viewed With”
• Top gifts
• Artist Editions
• Renewal: hand-picked vintage
items
• “Brands we love”

17.
Urban Outfitters: Curation Examples
Renewal: Curated and hand-picked
vintage items based on quality and
uniqueness. From one of a kind
items to reimagined vintage. “each
piece comes with its own history”.
Top 50 gifts Artist Editions: limited edition,
original designs from Urban
Outfitters favorite new artists
“Brands we love”

18.
Nordstrom: Selection Type
• The website’s primary hierarchy is by gender/ kids/ designer/ home items, then
by product category, trending items, offers, calendar events, occasions,
inspiration and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Trending near you
• Offers (e.g., deals, savings, cyber
sale)
• Calendar events (e.g., Holiday
gifts)
• Bestsellers
• Occasion (e.g., Holiday Dressing,
Night Out, Wedding Guest,
Winter Getaway)
• Inspiration: Looks by user,
trending, location (near you) or
activity (concert, desk to dinner,
night out, interview, vacation,
etc.)
• Top gifts curated by our VP of
men's fashion.
• Trunk club service: expert stylists
send curated outfits to your door
• Curated inspirational looks by
stylists

19.
Nordstrom: Curation Examples
Trending near you Top gifts curated by VP of
men's fashion.
Trunk club: “Our expert
stylists send curated outfits
to your door”
Inspiration: curated looks
by Nordstrom Stylists

20.
Forever 21: Selection Type
• The website’s primary hierarchy is by gender/ kids/ beauty, then by product
category, trends offers, best sellers and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Trend (e.g., winter neutrals)
• Offers (e.g., deals and sales)
• Best sellers
• Occasion (e.g., Wear to Work,
Friendsgiving, Holiday Party)
• Concepts: (e.g., Boho Girl, Edgy
Girl, Femme Girl, Contemporary)
• Top pick by influencers
• “It girl picks” by a Fashion
influencer

21.
Forever 21: Curation Examples
Social media influencers
favorite gifts picks
“It girl picks”- Fashion
influences’ picks
Special offers Best sellers

22.
American Eagle: Selection Type
• The website’s primary hierarchy is by gender and product category, then by
offers, most wanted and best sellers and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Offers (e.g., sales)
• Most wanted gifts
• Best sellers
• Trends (e.g., Cosy, Flannels,
Stretched jeans, Ripped jeans.
etc.)
• AE STUDIO limited collection
(e.g., Ski essentials)

23.
American Eagle: Curation Examples
Most wanted gifts Best sellers AE STUDIO limited
collection of ski essential
offering 15 complete looks

24.
Nike: Selection Type
• The website’s primary hierarchy is by gender/Kids, then by product category,
offers, collections, calendar events and curated selections.
Primary Selection Secondary Selection Curated Collections
• By product category
• By Gender
• Offers (e.g.,sale)
• Calendar events (e.g., Winter’s
Most Wanted, Winter Essentials,
Cold-Weather Must-Haves )
• Trending
• Nike Adventure Club- Choose
from a curated selection of Nike
and Converse shoes for kids
delivered to your door

25.
Nike: Curation Examples
Nike Adventure Club- Choose
from a curated selection of Nike
and Converse shoes for kids
delivered to your door
Winter’s most wanted Trending

26.
Honorable mentions:
(Interesting curation tactics by
retailers not amongst the top 10
fashion e-commerce websites)

27.
Jet: Curation Examples
Shop curated brands and city
essentials, all in one place

28.
Zappos: Curation Examples
“Your new favorite place to shop for your classic sneakers, The_ONES you’ve always loved.
We’re also sharing the stories of the people that keep us seriously inspired, The_ONES
giving us life right now. Stay a while, we’ve got some fun stuff in store...”
The_ones Festival looks curated by the_one

29.
Sephora: Curation Examples
Best products for your skin type Handpicked skincare products through the
ages
“Play” by sephora subscription box: “Try
out the most sought-after products
around with a monthly beauty box full of
trial-size samples picked by us with you in
mind - and learn how to use each and
every one.”

30.
Sephora: Curation Examples
“Your next obsession awaits – meet our
edit of picks for cult status”
Clean at Sephora: “When you spot our Clean seal, you can be sure this brand's products
exclude the ingredients you'd most like to do without. It's a curation of beauty bursting
with innovation, big results, and powerful ingredients.”

31.
Anthropologie: Curation Examples
Top-Rated Holiday Gifts Curated Gift Shops

32.
Shop Latinx: Curation Examples
“Shop Latinx is a curated marketplace
featuring one-of-a-kind, quality products
that reflect your culture and lifestyle.”
“Shop Latinx is the go-to online
destination for customers searching for
culturally-inspired and socially conscious
products — items that feel like a piece of
home.”

33.
E-Commerce Best Practices – Learn More
• Among other products and services, Schieber Research curates a database of leading
e-commerce platforms and analyzes them according to a wide selection of parameters
spanning from the shopping process to shipping options, through customer service,
loyalty and curation strategy, in industries such as fashion, beauty, food and beverage.
Contact us for available reports and analysis.
• Schieber Research is a high-end tailor-made marketing research and competitive
intelligence boutique company founded in 2009.
• Schieber Research supports leading and growing businesses in their strategic as well as
tactical innovation and marketing decision making, through local and global market
research and competitive intelligence. Through concise tailor-made and ad-hoc
analysis Schieber Research provides insights, recommendations, benchmarks and
information regarding competition, innovation, trends and disruption whether in the
respective industry or through a cross-industry analysis.
• Schieber Research's founder and CEO, Hamutal Schieber, has almost 20 years of high-
end experience in market research, and is a leading expert and speaker on innovation,
consumer trends, digital innovation, and marketing.

34.
Thank you. Please contact us with
any questions.