WorkFashion, New York · Editorial merchandising
Seasonal drops that still have to sell in week six.
A collection-led store made navigable so the current season converts and the back catalogue keeps working.
The context
Krost runs a designer-led calendar: High Summer, Spring/Summer, Krost Sport, plus fabric-led groupings such as jersey cotton and mesh, with shirts and trousers around $185 to $225 and free shipping above $200. The site is built to present a collection, which is correct for the brand and demanding commercially.
Drop-led merchandising concentrates attention on launch week. The commercial question is what happens in week six, when the campaign traffic has gone but the collection still has size runs to sell and the customer arrives with a garment need rather than a collection name.
What we looked at
- How traffic behaved before, during and after a drop, and which entry pages carried the weight.
- Whether garment-type routes existed alongside the collection routes, and how deep they sat.
- How size availability and the few-left state were communicated on the product page.
- The path from a campaign landing page into the parts of the range that were still fully stocked.
The interventions
What changed, and why it should work.
- 01
Two ways in
Kept the collection story intact for launch while making garment-type and fabric routes first-class, so post-launch visitors could shop by need.
- 02
Made scarcity factual
Used real size and stock states as information rather than urgency decoration, which is the only version of urgency a design-led brand can repeat.
- 03
Gave drops an afterlife
Structured campaign pages so they continue routing into in-stock pieces once the launch window closes.
- 04
Clarified the threshold
Positioned the free shipping level as part of the styling decision rather than a cart-stage surprise.
What became true
- The store serves both the collection browser and the garment shopper without diluting the brand presentation.
- Stock and size information does commercial work without a sale badge.
- Launch pages keep earning after launch week.
Where this transfers
Design-led labels on a drop calendar that need the range to keep converting between campaigns.
More work
A technical garment sold on fit, not on features.
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