A celebrity-worn fashion brand, with a digital experience to match
Azalea Wang is a women's fashion footwear brand worn by the likes of Ciara and Halsey. The brand profile was sharp. The digital experience needed to catch up. We ran a full audit and executed targeted improvements that moved the metrics that matter.
Fig. 01 - Azalea Wang storefront, post-optimization.How it started
Azalea Wang is a women's fashion footwear brand with the kind of cultural presence that most ecommerce brands work years to build. Their pieces have been worn by Ciara, Halsey, and a long list of recognizable names in entertainment and fashion. The brand profile is sharp, contemporary, and confidently styled.
The digital experience, when they came to us, didn't quite match. The website wasn't broken - this wasn't a rescue project. But there were small frictions piling up: a mobile product detail page experience that wasn't doing the product justice, a stack of apps that had grown over time and were quietly fighting each other, and overall site speed that was lower than a fashion brand of this caliber should accept.
For a brand worn by celebrities, the storefront has to feel as considered as the product. Anything less is a credibility cost that compounds quietly.
What we set out to do
We started with a full audit covering three areas:
- Product detail page experience, especially on mobile, where most fashion buyers actually shop.
- Site speed - the foundational metric that affects everything else, from bounce rate to conversion to search ranking.
- Analytics to make sure we were measuring the right things and could prove out which improvements actually moved the business.
Once the audit was done, we executed targeted improvements rather than rebuilding things that didn't need rebuilding. The goal was sharpening, not redoing.
The PDP work: where fashion lives or dies
For a fashion brand, the product detail page is the moment of truth. It's where the visitor decides whether the piece is right for them, whether the brand feels trustworthy, and whether they're going to commit.
On mobile especially, the PDP has to do all of this in a small space, fast, without making the visitor work for it. We tightened the mobile PDP layout, optimized the image experience, improved variant selection, surfaced trust elements where they actually influence the decision, and removed friction from the path between landing on the PDP and completing checkout.
These aren't dramatic changes individually. Together, they add up to a meaningfully better experience for the people who matter most - mobile shoppers, who account for the majority of fashion e-commerce traffic.
The performance work: 20 points on both ends
Site speed is one of those metrics that's easy to deprioritize because it doesn't have an obvious face. But it shapes everything: bounce rate, conversion, mobile experience, SEO ranking. A slow fashion site is a fashion site that loses to faster ones.
We did the unglamorous work. Image optimization across the catalog. App audit and consolidation - removing tools that weren't earning their load cost, replacing some with leaner alternatives, hardcoding others into the theme. Script deferral and bundling. Theme-level optimizations that compound across every page view.
The result was 20 page-speed points on both mobile and desktop. That's not a small move - that's the kind of swing that changes how the site feels and how it performs in search rankings simultaneously.
What changed
After the optimization work:
- Page speed up 20 points on both mobile and desktop
- Bounce rate down 8% - visitors are staying longer, which means they're engaging more with the brand
- Conversions improved - the work on PDP experience and overall site speed translated into more buyers
- The scope of work expanded beyond the initial brief, because once the team saw the impact of the early work, they wanted to keep going
That last point matters. The best validation for any agency engagement is the client asking you to keep going. With Azalea Wang, that's exactly what happened.
Where we are now
The partnership continues. There's always more to optimize - a fashion brand of this caliber will keep evolving, and the storefront needs to evolve with it. We continue to surface opportunities, ship improvements, and treat the site as the living asset it is.
A celebrity-worn brand deserves a digital experience that feels just as considered as the product. Azalea Wang's storefront does now.
We had the pleasure of working with Code2Commerce, and they absolutely elevated our website game. From the start, they provided thoughtful insights and actionable suggestions, clearly explaining why each improvement would benefit our brand. Max is super timely, incredibly responsive, and persistently proactive - he genuinely wants to see brands succeed. He uncovered so many areas for improvement that we ended up using their expertise far beyond our initial scope, and we'll definitely continue working with them. Highly recommend!
Director of Ecommerce