SECTOR · FASHION
In fashion people search by garment, by look and by brand at once. You need to be present in all three.
A fashion catalogue changes several times a year, the season sets the pace and shoppers don't always know the exact name of what they want. We work so you get found even when the search changes every month.
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Brands that have trusted Laika
The fashion brands who call us renew their collection and don't want to start from zero every time.
Each new collection buries the previous one's work
Last season's URLs get discontinued, internal links break and the ranking earned by the previous collection doesn't carry over to the next one.
People search by garment, by trend and by occasion, not just by product
"Dress for an afternoon wedding" or "tailored trousers for women" move as much traffic as the product name, and many product pages don't answer those searches.
You live with size, colour and variant on every product page
Without a clear criterion on which variants to index and which not to, the catalogue duplicates itself and competes against itself in the results.
The brand gets searched as much as the garment
When someone searches your name alongside an influencer or a collaboration, that page has to exist and be ready before the search spikes.
You sell on your own store, on marketplaces and sometimes on social
Every channel competes for the same search if it isn't split with a criterion, and the margin ends up where it shouldn't.
The scope
Doing SEO in fashion means sustaining visibility while the catalogue keeps renewing. We build a structure that survives the collection change instead of rebuilding it every season.
We work on the category architecture by garment, trend and occasion, variant management, and the split between your own store, marketplaces and social.
Which capabilities matter here
In fashion not every capability carries the same weight. These are the ones that sustain visibility collection after collection.
High weight
Search enginesThe base: category architecture by garment, trend and occasion that survives the collection change.
High weight
Social SearchTikTok, Instagram and Pinterest, where trends get discovered before anyone searches for them by name on Google.
Medium weight
AI searchMore and more people ask an AI assistant for look or brand recommendations before ever visiting a store.
Consulting comes in mainly at the season change: deciding what carries over, what gets archived and what starts from scratch.
The areas of work
Four areas of work built for a catalogue that renews by season: first the structure, then the product, then the brand and finally the channels where you also sell.
Architecture by garment, trend and occasion
Make the categories people actually search for exist year-round instead of being rebuilt with every collection.
See the detail
- Permanent categories by garment, trend and occasion instead of one-collection landing pages
- URL migration plan for each collection change, so the earned history isn't lost
- Which size and colour combinations deserve their own page and which get grouped
- Internal linking that passes authority from the outgoing collection to the incoming one
Product page and variants
Make every product page resolve size, fabric and pairing doubts without duplicating content across variants.
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- Size and fit guidance resolved on the product page itself, before it becomes a return
- Indexing criteria for colour and size variants so you don't compete against yourself
- Pairing and occasion content linked from the product page
- Reviews and customer-generated content worked as a trust signal
Brand, collaborations and endorsers
Make sure searches for the brand, a collaboration or an influencer always have a page ready when they spike.
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- Collaboration and capsule pages ready before launch, not after
- Brand content that answers searches about values, sustainability and product origin
- Coordination with endorser content so it points to the page that converts
- Brand reputation management in search results
Sales channels and social search
Sort out where people find you outside your own store: marketplaces and the platforms where fashion gets discovered in video.
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- Catalogue split between your own store and marketplaces so you don't compete against your own listing
- Fashion content on TikTok and Instagram aligned with how trends get searched
- Marketplace attributes and variants adjusted to how search gets filtered there
- Tracking which channel brings margin and which only brings volume
Who does it?
The project is run by a senior profile with fashion and variable-product ecommerce behind them. MJ leads the strategy and the specialist team works architecture, product content and channels.
Why Laika?
We know the rhythm of a catalogue that renews by season, because we've worked with it before.
Building once and forgetting doesn't work here. Every collection means deciding what stays and what gets left behind.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
If we're not the right fit, we say so
Even if that means there's no project for us, we'd rather say so before signing.
We plan the collection change, we don't improvise it
Every season we write down what carries over and what gets archived, so the next one doesn't start from zero.
We know how to tell a passing trend from a search that stays
Not every trend spike deserves a permanent structure. We help decide where to build and where to just ride the moment.
Frequently asked questions
What happens to rankings when the collection changes?
We migrate and redirect with a clear criterion so the outgoing collection's history passes to the new one instead of being lost. We decide it category by category, not automatically.
Do you work on trend or occasion searches, not just product searches?
Yes. A good part of fashion traffic arrives searching for an occasion, a trend or a pairing, not the exact garment name. We build content and categories to answer that.
How do you handle size and colour variants to avoid duplication?
We decide which variants deserve their own page and which get grouped under the same URL. The goal is for the catalogue not to compete against itself in the results.
Do you help coordinate the own store and marketplaces?
Yes. We look at which product is worth pushing in each channel and at what margin, so you don't end up competing against your own listing on another platform.
Tell us where you are in the season
With your catalogue and your collection calendar we can tell you what can be sustained and what's worth rebuilding.
The next collection is prepared now.
Tell us where you are and we'll tell you what needs to be ready, and by when.
We look at your project before proposing anything. Reply within two working days at most.
Let's talk about your project