RetailTech Luxury Fashion Direct-to-Consumer Platform — UK Brand

Headless architecture

Shopify Plus (product catalogue, inventory, checkout, order management) + custom Next.js 14 App Router frontend (full visual control, luxury brand experience, Core Web Vitals).

Shopify Storefront API

product queries, collection queries, variant selection.

Shopify Checkout Extensions

custom luxury experience (gift message, delivery preference, complimentary gift wrapping).

Core Web Vitals

• LCP 1.2s (CloudFront CDN + Next.js ISR for product pages), INP &lt
• 100ms, CLS 0.

Apple Pay and Google Pay

Shopify Payments (PCI-DSS SAQ-A — Stripe behind Shopify) with Apple Pay and Google Pay enabled.

Customer profile

purchase history, size preferences (configurable per category — UK size 10 in dresses, US 6 in jeans), colour preferences, style preferences (classic, contemporary, avant-garde).

Personalised product feed

collaborative filtering (customers like you purchased) + content-based filtering (similar to items you have purchased) + editorial curation (buyer team seasonal picks).

Virtual styling appointment

• Calendly integration (book 45-minute video call with personal stylist), Whereby video (GDPR-compliant EU data residency), pre-appointment questionnaire (style, occasion, budget).
• Post-appointment: personalised lookbook generated by stylist (React component, shared via link).

UK Consumer Rights Act Returns

Consumer Rights Act 2015 +

Consumer Contracts Regulations 2013

14-day right to withdraw for online luxury purchases (luxury goods — no exclusion).

Returns workflow

• 1return initiated online (within 14 days, tracked),
• 2pre-paid returns label generated (Royal Mail Tracked Returns API — QR code emailed),
• 3item received at returns centre (CCTV evidence of condition check for luxury items — consumer law requires condition evidence for deduction claims),
• 4refund processed within 14 days.

Luxury damage assessment

photos uploaded at returns centre + automated comparison to original condition photos (AI image comparison — damage deduction workflow if condition change).

PECR Consent and Email Marketing

PECR (Privacy and Electronic Communications Regulations): email marketing to existing customers (soft opt-in for similar products — PECR regulation 22(3)(b)), new subscribers require explicit opt-in.

Consent capture

Klaviyo + OneTrust integration (consent status stored in Klaviyo profile — audit trail of consent).

Email preference centre

granular consent (new arrivals, sale, editorial, event invitations — all separately toggled).

Automated flows

abandoned cart (only sent to explicit opt-in subscribers), post-purchase (order confirmation — transactional, no consent needed), review request (14 days post-delivery — transactional).

GDPR data retention

inactive subscriber data deleted after 24 months (automated Klaviyo suppression).