Top 10 progressive web apps in the fashion industry

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Aleksandra Kwiecień

Marketing and content manager. Passionate about new technologies that make our everyday life easier, and people who create them. Leader of the eCommerce Trends 2020 report, editor of Divante blog (2018-2020), and reports for eCommerce experts, incl. The New Architecture and PWA Book | LinkedIn

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Today’s fashion enthusiasts follow their favorite brands and designers with a smartphone in their hand. Instagram and other social media offering excellent mobile-first experiences encourage them to expect nothing but the same from online stores. It’s all about first impressions and so mobile stores must be fast, reliable and engaging … and with the use of a PWA it’s not that hard. Let’s have a look at 10 success stories of fashion brands using PWAs!

Today we’re presenting the 10 top examples of fashion industry online stores that leverage progressive web apps. Check what their stories and business benefits driven by the mobile-first approach and progressive web apps service for ecommerce are.

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Learn more about PWA in fashion industry.

Top 10 fashion stores with PWA

In the alphabetical order.

Debenhams | UK


Debenhams, originated from the UK, with its 241 stores across 22 countries is a leading international, multi-channel fashion brand. Debenhams offers a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams built its progressive web app in 4 months and offered its customers all the benefits of mobile native-apps without the need to install one.


  • the Debenhams online store is 4 times faster than it was before
  • most important information, like product images, prices and delivery options load first
  • revenue increased by +40%
  • +20% mobile conversion

Check the video | Visit the store:

George | UK


George is one of the UK’s most popular fashion retailers, offering quality clothing at affordable prices. The brand is available throughout more than 350 Asda Walmart stores across the UK.

Progressive web apps lead to a 31% increase in mobile conversion.


  • 3.8 x faster page load time
  • 2 x lower bounce rate
  • Increase in conversion rate by 31%
  • Increase in number of page views by 20%

Read the full case study | Visit the store:

La Nature | Russia

La Nature

La Nature is a top Russian eCommerce, offering splendid and original collections of jewelry and fashion accessories. The store selects exquisite international jewelry brands and presents over 16,000 products.

Thanks to its PWA, the La Nature store decreased loading time and used it to provide users with a native app-like experience on mobile devices.


  • leverages Magento 2.2 and Vue Storefront app
  • switching catalog page time decreased by up to 0.1 second
  • catalog first loading time (providing the visible part of the catalog with images) decreased by up to 1.5 seconds.

Read the La Nature case study | Visit the store:

Lilly Pulitzer

Lilly Pulitzer

Lilly Pulitzer is the resort fashion brand established in 1959 in Florida, US. The company offers unique, colourful and vivid print patterns in women’s fashion.

With their Progressive Web App, the Lilly Pulitzer brand invited their customers to use their seamless eCommerce experience on mobile devices.


  • increased mobile traffic by 80%
  • 33% more revenue in the first week
  • excellent use of large images

Visit the store:



Patpat is an online family store with children’s fashion. The company uses the latest social networks and big data technologies to improve the online shopping experience. They were the first to introduce the direct from manufacturer to consumer model. Now they have implemented a progressive web app that creates pleasurable user experience.

Visit the store:



Payless ShoeSource is the largest specialty family footwear retailer in the Western Hemisphere. The company offers a trend-right and comprehensive range of everyday and special occasion shoes and accessory items at affordable prices.


  • unique loading pattern of product listing page
  • buy online and pick up in store feature at checkout

Visit the store:

Special Milano | Italy

Special Milano

Special Milano is an Italian streetwear specialist. The company offers its customers unique shoes and accessories from the best international brands like Nike, Adidas, Vans, Reebok. Having the store in Milan, the company decided to enter the online market and build a unique user experience.

Before the full implementation of a PWA, Special Milano did a proof of concept. It turned out that developing a PWA was much cheaper than building a separate native app.


  • leverages Magento 2 and Vue Storefront
  • the development process of the PoC took less than 20 working days

Read the Special Milano case study | Visit the store

Superbalist | South Africa


Superbalist is a online fashion store that offers a broad mix of designer brands and affordable fashion suited to the budgets and tastes of millennial South Africans. The company realized that their store with high-quality imagery helps to engage more customers but it also causes longer loading times.

After implementing a progressive web app, Superbalist noticed a reduction of the store’s loading time and a lower bounce rate.


  • PWA built as a single-page application
  • maintained existing front-end user interface
  • 26% increase in conversion rate
  • 36% more page views per session

Read the full case study | Visit the store

Tommy Bahama | US

Tommy Bahama

Since 2003 Tommy Bahama has been offering high quality garments inspired by the world of the Bahamas. The brand is owned by Oxford Industries, Inc. Apart from the main fashion collections, the company produces certain licensed and private label apparel products.

With their PWA online store, Tommy Bahama enabled an instant transition between listing pages and product pages.


  • simple product selection with large visual selectors and PDP
  • ultra fast navigation between product pages and listing pages

Visit the store

The Hour Glass | Singapore

The Hour Glass

The Hour Glass is one of Asia’s luxury watch retail groups. The group owns over 40 boutiques in 9 key cities in the Asia Pacific region. The Hour Glass is the official retailer for a carefully curated collection of luxury watches from more than 50 of the world’s finest watch brands such as Audemars Piguet, Cartier, Hublot, IWC, Patek Philippe, Richard Mille, Rolex, Sinn, TAG Heuer, and the like.

The PWA store has been launched for the NOMOS Glashütte watches and provides users with an elegant UX.

Visit the store

Published October 18, 2018