danielmashkov.com
Brand-first WooCommerce store for an Israeli sustainable fashion label — editorial product layouts, Klaviyo email automation, Stripe payments with Apple Pay / Google Pay, and ACF-driven collection management.
Project Overview
Nativ Studio is an Israeli sustainable fashion brand launching its first direct-to-consumer web presence. Brand identity existed only in print — no e-commerce capability, no digital brand story, and no direct sales channel outside retail stockists. Required a brand-first WooCommerce store faithful to Pantone print aesthetics and editorial typography.
Client
Nativ Studio — Israeli sustainable fashion brand launching its first direct-to-consumer web presence
Problem Statement
Brand identity had been developed by a graphic designer but existed only offline. No e-commerce capability, no brand story online, and no channel for direct sales outside retail stockists.
Project Scope
Brand-first WooCommerce store: editorial homepage, collection pages, story page, and streamlined single-product checkout. Brand assets translated faithfully from print to screen.
The Challenge
The print visual identity (Pantone palette, editorial typography) required careful digital color calibration and licensed web fonts. Product photography styled for print lookbooks needed a retouching pipeline before launch. Founder needed to manage seasonal collections independently without technical background. Checkout had to feel premium — standard WooCommerce UI did not match the brand aesthetic.
- Brand had strong visual identity in print (Pantone palette, editorial typography) — digital translation required careful color calibration and font licensing
- Product photography was styled for print lookbooks, not optimized for web — required retouching pipeline before launch
- Founder needed to manage seasonal collections, inventory, and discounts independently with no technical background
- Checkout had to feel premium and low-friction — standard WooCommerce UI did not match the brand aesthetic
The Solution
Fully custom Elementor Pro WooCommerce theme with brand color system mapped from Pantone originals to CSS custom properties. Custom product card template removing all default WooCommerce chrome. ACF taxonomy for seasonal collection grouping. Streamlined 2-step checkout. Klaviyo email automation for welcome series, abandoned cart, and restock alerts via Stripe and WooCommerce Payments.
Architecture
WooCommerce on a fully custom Elementor Pro theme. Brand color system mapped from Pantone originals to CSS custom properties. Custom product card layout — editorial image-first with no default WooCommerce chrome. Streamlined 2-step checkout (details → payment) with shipping auto-calculated by zone.
Custom Logic
- Custom WooCommerce product card template — removes all default chrome; editorial image with minimal hover overlay
- Collection page grouping by season (ACF taxonomy) — client adds new collections without developer
- Discount code system with Klaviyo email integration for welcome-series and restock notifications
Third-Party Integrations
- Klaviyo for email marketing automation (welcome series, abandoned cart, restock alerts)
- Stripe via WooCommerce Payments for card processing with Apple Pay / Google Pay support
- Cloudflare Image Resizing for responsive product images from high-res studio originals
Business Impact
Brand launched a direct-to-consumer channel — no longer dependent on retail margins or stockist availability. Founder manages all collections, pricing, and discount campaigns independently. Email list grew to 400+ subscribers in 60 days via Klaviyo welcome pop-up. Checkout conversion rate exceeded industry benchmark with a brand-aligned 2-step flow.
Key Performance Metrics
Email Subscribers (first 60 days)400 ↑
0
Before
400
After
Checkout Abandonment Rate-44% ↓
79%
Before
44%
After
Checkout Steps-60% ↓
5
Before
2
After
- Brand launched direct-to-consumer channel — no longer dependent on retail margin and stockist availability
- Founder manages all collections, pricing, and discount campaigns independently via WooCommerce admin
- Email list grew to 400+ subscribers in first 60 days through Klaviyo welcome-series pop-up
- Checkout conversion rate above industry benchmark — 2-step flow and brand-aligned UI reduced abandonment
“The store looks exactly like our print collection — I never thought a website could feel this on-brand. Sales started within the first week.”
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Technology Stack
WordPressWooCommerceElementor ProKlaviyoStripeCloudflareACFCustom PHP
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