Feathers Vintage Boutique

Elevating a Beloved Vintage Boutique into a Sophisticated Digital Shopping Destination

The Next Chapter for a Vintage Icon: Sophisticated, Seamless, and Online

Feathers Vintage, a South Congress mainstay for over 20 years, is known for its expertly curated vintage fashion. Yet its digital presence fell short of its in-store reputation. A Stronger Idea Design partnered with Feathers to elevate its brand online—delivering a luxury e-commerce redesign, AI-powered content strategies, and a refreshed visual identity.
Visit the Feathers Vintage website
SERVICES
Design Strategy
E-commerce Strategy
UI/UX Design
AI Content and Video
INDUSTRY
Fashion
RESULTS
Increased online sales and average order value
Feathers Vintage

Crafting a Digital Experience as Curated as the Clothes

To bring Feathers Vintage into its next era, we focused on four key areas:
  • a Shopify e-commerce redesign
  • a refined digital brand identity
  • a fresh email marketing strategy
  • an improved conversion funnel and an increase in average order value
Every element reflected the boutique’s curated aesthetic while driving measurable growth online and in-store. More than a redesign, it was a reimagining of how Feathers Vintage connects, converts, and thrives in the digital space.

Bridging the Gap Between Curation and Conversion

Feathers Vintage had built a loyal customer base and strong reputation in-store but was not seeing that reflected online.
Feathers needed a digital experience as refined as its in-store one. The goals were clear: boost online sales, reduce cart abandonment, grow the newsletter list, and drive more foot traffic. The strategy began with discovery—customer interviews, competitive analysis, and Shopify data—all pointing to friction in the buying process and missed SEO opportunities.


Design Grounded in Research

We turned insights into a focused design strategy:
  • Personas for stylists, tourists, high-intent shoppers, and vintage fans
  • Journey maps for key flows from product discovery to post-purchase
  • AI-assisted SEO and content tone planning
  • A refined brand moodboard with elevated fonts and color palettes for digital
Feathers personas
Feathers flow chart
Feathers personas
Feathers vintage chart
Feathers vintage
"Feathers has always been about curation, quality, and style—and now our website finally speaks that language. The transformation was thoughtful, strategic, and stunning."
Emily Hoover - Owner, Feathers Vintage

Mobile-First, Brand-Forward, and Built to Convert

We began with low-fidelity wireframes to reimagine key pages—homepage, product details, cart, and blog—building a smoother, more intentional shopping journey. High-fidelity UI followed, with refined typography, a modernized color palette, and layouts that reflected Feathers’ vintage-luxe aesthetic.To scale content and boost engagement, we used AI to generate product descriptions, lifestyle copy, and microvideos. Features like “Complete the Look” and “Related Products” were added to encourage exploration and increase average order value—all optimized for a seamless, mobile-first experience.
Feathers vintage website


A Homepage Designed to Drive Action

The new homepage showcases fresh arrivals, curated collections, press features, and the store’s location—all organized to immediately draw users into shopping or visiting in person. It's a high-impact first impression that reflects the brand’s personality while encouraging exploration.
Feathers vintage UIFeathers vintage UI
Feathers vintage UIFeathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI

A Refined Voice, Powered by AI

We used AI-assisted copywriting to shape a brand voice that feels both elevated and inviting. The result? A tone that brings storytelling and personality into product descriptions, headlines, and calls to action—making the shopping experience more human and memorable.

Product Pages That Convert

Each product page now includes detailed sizing guidance, styling notes, and refined photography. These enhancements reduce hesitation and increase buyer confidence, especially for one-of-a-kind vintage items where clarity matters most.
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI

Smarter Recommendations, Bigger Baskets

By adding “Complete the Look” and “You May Also Like” sections, we encouraged users to browse longer and buy more. These contextual recommendations are tailored to increase average order value without disrupting the experience.

Optimized for Mobile, Where It Matters Most

With mobile traffic leading engagement, we created a mobile-first experience that’s not just responsive, but intuitive—making it easier for users to browse, shop, and checkout wherever they are.
Feathers background

Email That Brings Shoppers Back

We introduced automated follow-ups for abandoned carts, plus announcements for new arrivals. These emails keep Feathers top of mind and bring customers back to complete their purchase.
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI
Feathers vintage UI

Designed to Drive Foot Traffic, Too

Clear store location callouts and in-store pickup options were added to blur the line between digital and physical retail. Local promotions and in-store exclusives were highlighted to encourage in-person visits from Austin-area customers.

From Static to Cinematic

To elevate product storytelling, we replaced static images with AI-generated videos and animations that show garments in motion. These dynamic visuals help users better appreciate fit, texture, and detail—boosting both engagement and perceived value.
Feathers vintage AI

A Measurable Transformation

The results spoke for themselves. Within just 30 days of launch, the redesigned website began delivering measurable gains across every major touchpoint—online sales, customer engagement, and even foot traffic to the physical store. With a more intuitive shopping experience, elevated brand storytelling, and smart conversion strategies in place, Feathers Vintage saw a significant boost in both digital and in-person performance.

Key Results

+24%

increase in total online sales

+13%

increase in average order value

+12%

increase in website sessions

+5%

increase in newsletter signups

Final thoughts
‍
This project exemplifies the impact of aligning design, storytelling, and digital strategy to create a premium experience. By transforming Feathers digital presence into an extension of its beloved Austin storefront, we helped the brand step confidently into the next phase of its evolution—elevated, elegant, and ready to scale.

Feathers Vintage now competes in the luxury fashion e-commerce space—while staying true to its eclectic Austin roots.

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