Case Study
G-Line: a deep modest-workwear catalog that actually navigates
G-Line sells modest office skirts and pants for professional women, a range so finely categorized (pencil, A-line, plissé, fishtail) that the whole storefront lives or dies on navigation.
The brief
G-Line's strength is also its hardest problem: an enormous, finely sliced catalog. Skirts alone branch into pencil, A-line, pleated, chiffon, work, sale, then split again across maxi and midi lengths, sitting beside pants, denim, tops, and limited capsules like Des Studio. A shopper hunting a back-slit pencil maxi in a plus size needs to land there in two or three taps, not wander a flat product wall.
- A skirt-led range nested four levels deep (type, then silhouette, then length, then size) that had to stay browsable, not overwhelming
- Regular and plus-size (4-20) offered as equals, so size could never feel like an afterthought tucked in a separate corner
- Selling across 50-plus European markets plus US, Canada and Mexico in three currencies and two languages from one catalog
What I built
Gencer Karakaya built G-Line a custom Shopify theme organized around its real taxonomy. Menus mirror the merchandising logic (Skirts to Maxi to Pencil Maxi, Pants to Wide Leg, Plus Size as a first-class branch), collection templates carry the granular silhouette filtering, and Shopify Markets drives the multi-currency, EN/ES experience. Shoppable "Social stories" tiles and an auto-applied 2-plus-item discount turn browsing into baskets without coupon friction.
- Multi-level mega menu and collection structure modeling the full skirt/pant/length/size taxonomy so deep silhouettes stay two or three taps from the homepage
- Shopify Markets configured for 50+ European countries plus US/CAD/MXN currencies and an English/Spanish storefront from a single product catalog
- Plus-size collections (sizes 4-20) wired as peer collections to regular ranges, with fishtail and pencil maxis carried across both
- Shoppable Social stories tiles, a Fashion Guide, Happy Customers proof, and an automatic buy-2 GLINE10 cart discount applied at checkout with no code entry
FAQ
Why does a modest-workwear store like G-Line need a custom Shopify theme instead of a stock one?
Because the catalog is the product. G-Line slices skirts by type, silhouette, length and size, then layers pants, denim and capsule collections on top. A custom theme lets the menus and collection templates mirror that exact merchandising logic so a specific silhouette is always a few taps away.
How does G-Line sell to so many countries from one store?
The build uses Shopify Markets to serve 50-plus European countries plus the US, Canada and Mexico, switching between USD, CAD and Euro-region pricing and offering English and Spanish, all from a single product catalog rather than separate duplicate stores.
How is plus-size handled in the build?
Plus sizes (4-20) are treated as first-class collections sitting alongside the regular ranges, not hidden in a side menu. Signature pieces like the fishtail and back-slit pencil maxis are carried across both, so size never breaks the browsing path.