Rebellious Fashion I Case Study I Velstar - Velstar


  • Global Multi-currency Converter
  • Magento 1 to Shopify Plus Migration
  • Social Shopping
  • Third-party App Integrations
  • UX & UI Design
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A global female fast fashion brand.


Founded over 20 years ago, Rebellious Fashion has expanded on a global scale. Infamous for its cutting edge fashion and affordable prices, they’re the go-to brand for any young female fashionista looking for the latest trends.

The Challenge

Before reaching out to Velstar, Rebellious Fashion was struggling with its slow and outdated Magento 1 platform. As a modern, fast fashion brand offering new pieces every day, Rebellious needed to raise the standard of their customer experience and prioritise conversions. And with speed, ease of use and functionality at the top of their wishlist, Shopify Plus was the perfect solution.

The Solution

With the new site needing to reflect Rebellious’ branding and aesthetic, the project was design heavy. The custom theme used is optimised for large vibrant imagery and visual storytelling. The black, white and pink colours perfectly reflect Rebellious’ young, feminine branding. And the vibrant lifestyle photographs complement the overall look and feel of the site, helping the brand connect with their target audience on every page.

Our team of designers stripped back the colour palette and opted for a clean white background to make the product images pop and draw attention to their unique details. And we have made each product page more interactive and engaging with moving imagery upon mouse hover – allowing the user to view the product differently without leaving the page.

Rebellious has a large social media following and a very active Instagram account, and with a majority of their site traffic coming from mobile, we ensured this was reflected in the site’s design and build. This included adding a shoppable Instagram landing page that was visible throughout navigation, which was fully integrated with Four Sixty helping the store turn Instagram content and UGC into shoppable galleries and provide shoppers with real-life outfit inspiration.

The site needed to encapsulate Rebellious’ customer-first ethos. So, through carefully considered design, we simplified navigation and ensured the visitor could find what they were looking for quickly and fuss-free. By reducing the number of steps the visitor needs to get to the shopping cart, we have created a seamless customer journey.

Rebellious has a large number of products and categories. With this in mind, we implemented a ‘drop-down menu’ to simplify navigation further. And the bespoke sub-categories filtration feature is great for narrowing products down according to users’ needs.

Also, we’ve made the search functionality even more identifiable by subtly editing the header of the new site to provide an optimal UX.

To maximise sales at every point, we included a top promo banner, where content can be easily managed by the in-house Rebellious team, allowing up to 5 promotional messages which rotate on a carousel. This will help keep customers highly engaged during their shopping journey.  

The Rebellious account area was made to look more attractive and visible to the user, capture new members and nurture returning ones. 

We also added various apps to the new site, including Back in Stock, Bold Upseller and Klaviyo to redirect a customer back to Rebellious’ site, encouraging them to make repeat / first-time purchases.

As with many fast-growing D2C brands, it was important to protect Rebellious from fraud. So we integrated Signifyd, keeping the brand and their customers protected. And with Signifyd’s industry-leading approval rates, Rebellious can accept more domestic and international orders, safe in the knowledge they have been thoroughly vetted.

Finally, to encourage conversions worldwide and serve Rebellious’ global customer base, we implemented a currency switcher that allows customers to shop in their local currency (in AUD, EUR, GBP & USD).

The Results

With the help of Velstar, Rebellious has escaped their Magento 1 nightmares with a stylish and sleek Shopify Plus store. 

Crucially, the new site will provide this fast-growing business with the flexibility and reliability to scale their direct to consumer sales, and provide their customers with a fresh new user experience that they love.

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