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Fabletics

Activewear e-commerce storefront with collection catalogue and checkout flow.

Activewear sells by collection, not by single item. Buyers look at a set and judge how well it works together.

This online shop presents the catalogue arranged by collection, with a checkout flow that does not force buyers out of the collection they are looking at.

What most often breaks a shopping flow is a checkout that discards context. A buyer who wants to add one more item has to start the search again, and some of them simply stop.