Jasmine Chen

T2Love · Catalog migration & platform rebuild

Migrating T2Love to Shopify

Problem
T2Love's catalog had to move onto Shopify, and the store needed rebuilding around it without losing the brand's look.
What I did
Owned the migration end to end, solo, over three months. That covered the catalog, product media, page builds, checkout and payments, and the domain cutover.
How I solved it
Uploaded and categorized every product, linked each one to its collection pages, and attached its lifestyle and flat-lay images. Then I built the storefront and checkout, moved the domain to the new store, and announced the launch to the newsletter list.
Impact
Sales rose 35% in the first month after launch, and the store has run on Shopify since.

At a glance

  • +35%sales in the first month after launch
  • 3 monthsfrom start to launch
  • Solomigration, build, and launch
Role
Sole owner: migration, build, and launch
Timeframe
Three months, 2023
Tools
Shopify · Shop app
T2Love Girls' page on Shopify: a 'GIRLS' lifestyle banner of four girls, above a shop-by-category row of flat-lay product tiles
The relaunched T2Love Girls' product page — lifestyle imagery up top, flat-lay category tiles below.
T2Love Girls Essentials collection page: banner photo and a grid of flat-lay tank top photos with names and prices
A collection page combining a lifestyle banner with the in-house flat-lay product grid.

Overview

T2Love needed to move its store to Shopify. A platform migration is mostly a data problem: every product has to arrive with its images, its category, and its place in the collection pages, or customers will find gaps on the new store. I ran the whole move by myself over three months, and used it to rebuild the storefront at the same time.

Migrating the catalog

  • Uploaded every product to Shopify and categorized each one
  • Linked every product to its collection pages, so the Girls’ and Young Contemporary lines each had a complete, browsable catalog at launch
  • Attached each product’s flat-lay photography, along with the lifestyle imagery and brand assets used across the site

Platform and domain transition

  • Built the order and checkout flow and set up the payment portal
  • Added the storefront functions a live store needs: a newsletter sign-up form and a cookie consent banner
  • Migrated the domain to the new Shopify-powered store
  • Built a mobile-friendly version of the store on the Shop platform

Launch

At launch I announced the new store to the existing customer newsletter list. Within the first month, sales increased 35%.

Since then I’ve added the T2Love Essentials and Graphic Prints collections with their own pages. Running the store after launch is covered in Running the T2Love Storefront.

Storefront design

The rebuild also gave the store a new look. Girls’ specialty apparel calls for something chic but spunky, so the design uses a simple scheme of white and deep heart-pink and puts the brand’s prints and dyed garments front and center. I chose the typography and brand colors used across the site and email marketing. For layout and product-page conventions I studied Uniqlo and Abercrombie & Fitch and adapted their patterns to a smaller specialty catalog.

On the product page:

  • In-house flat-lay photography with detailed close-ups
  • A custom label distinguishing children’s sizes from adult sizes, since the store sells both girls’ and young contemporary lines
  • Dropdown sections to keep sizing and product information organized
  • The product description below the interactive elements, keeping the buy box clean
  • Customer reviews and a related-products carousel further down the page

I’ve since revisited the typography for better readability.