23 / 25Concept / Fashion
Threadline
Talk to us about itFashion e-commerce store
Letting people know if clothes will fit before they order
Highlights
- 01Your reference shirt on every product
- 02The bag spots two sizes of one item
The project
Threadline is an online store concept, for desktop and mobile, we designed at Bemorex for a linen and cotton clothing brand with a workshop in Portugal that sells in Spain. It isn't a real brand or store: it's a complete product design exercise, done with the same rigor we bring to client work.
The Challenge
At Zalando, on average 50% of the items ordered are returned, and size causes around a third of returns (Zalando, "Returns at Zalando", 2025). 51% of Gen Z shoppers say they buy extras intending to send some back (NRF and Happy Returns, 2024). Size charts ask for body measurements, but nobody grabs a tape measure before buying. What everyone does have is a piece of clothing that fits them well.
What we designed
A store designed around one question: will it fit? Every product is compared to a shirt you already own, the bag helps you keep a single size, and an express exchange is the safety net.
- Garment measurements in cm for every size, not body measurements
- A reference shirt you measure once, drawn under every product as a silhouette
- A bag that spots two sizes of the same item and helps you keep one
- Express exchange: the new size ships the same day, before the return arrives
- Sold-out, empty and dark mode states
Two sizes in the bag
Why not block the order when someone picks two sizes? Because ordering two is a reasonable answer to not knowing which one fits. The bag compares both with your shirt and suggests one; if it's wrong, the exchange ships the same day. Remove the fear and the reason to order two disappears. Photos: Unsplash.
Scope
Have something similar in mind?
Tell us what you need: we look at it together and propose a way forward in writing, in English or Spanish.
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