Product page exampleFrom Graft, a concept store by Bartley Studio
Apparel product page example: the Carrington chore jacket, from Graft
A working product page from Graft, a workwear brand we designed, built and photographed as a concept. Use it in the window below, then read why each part is there.
Graft is a concept store: we designed it, built it and made every photograph on it. It is not a real business and nothing is for sale.
Why each part of the Carrington chore jacket page is there
Every part answers a question a buyer has before they add to cart, in the order they ask it.
Every colour, with stock for every size
Four colours swap the photograph, and each size shows whether it is in stock or in the next sewing run.
A size finder that works from your chest
Choose a fit, give a chest measurement or a jacket you own, and the finder picks the size from the garment's own measurements.
The jacket worn in over five years
A slider shows the same jacket new, after a year and after five, which sells the cloth better than any line of copy.
Construction you can see
The stitching, rivets and lining up close answer how long it will last, the question behind a workwear price.
Options and add-ons, priced
Unlined or blanket-lined, plus initials with a live preview. The total updates as each one is chosen.
Reviews with fit feedback
Each review says the size bought, the buyer's height and how it fits, the answer a size finder cannot give alone.
What to take from this page for your own store
The ideas behind this page work on any product page. Here is each one, why it works and how to try it on yours.
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Make every option change the photo, the price and the stock
A buyer who picks a colour or size and sees a different product, price or stock level knows exactly what they are buying, and does not have to guess.
On this page: Every colour, with stock for every size
Try it on your store. Give each variant its own photo, price and stock or lead time, so choosing one updates all three at once.
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Let buyers check size or fit before they buy
Baymard Institute found that 42% of shoppers try to judge how big a product is from its images alone. A scale image, a sizer or a finder answers that before the order, not after the return. Baymard Institute, in-scale product images
On this page: A size finder that works from your chest
Try it on your store. Add one image with a person or a familiar object for scale, or a simple finder that turns a buyer's measurement into a size.
How do I cut returns caused by "not as pictured"? -
Show it in use, in a real setting
A product in a room, switched on or being worn lets the buyer picture it in their own life, which a plain packshot cannot do.
On this page: The jacket worn in over five years
Try it on your store. Add one image of the product in use, in the kind of place your buyer would use it.
How many images, and which kinds, does a product page need? -
Show the detail that justifies the price
Close-ups of the material, the joint or the stitching answer how it is made and how long it will last, which is what a higher price is paying for.
On this page: Construction you can see
Try it on your store. Add two close-ups: the material, and the one detail that shows quality in your product.
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Price every add-on before it is added
When an underlay, a matching set or gift wrapping shows its price up front, buyers add it with confidence instead of meeting a surprise at checkout.
On this page: Options and add-ons, priced
Try it on your store. Show each add-on with its price beside the main option, and update the total as it is chosen.
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Put reviews and guarantees beside the decision
Reviews that say what each owner bought, and a trial or guarantee in one line by the button, answer the last doubts where the buyer is about to commit.
On this page: Reviews with fit feedback
Try it on your store. Move your rating under the product name, show the size or colour each reviewer bought, and put your returns promise next to the button.
Do you need photo reviews on product pages?
The imagery on the Carrington chore jacket page
Every frame on this page was made by Bartley Studio. For a real brand, they start from phone photos of each product.
On a hanger 
Another colour 
Worn at work 
The stitching up close 
Construction detail 
After five years
Score your own product page against this one
Open one of your product pages and tick what it does. It takes a minute, and every unticked line is a question your page leaves open.
More product page examples
Questions about this example
Is Graft a real store?
No. Graft is a concept store designed and built by Bartley Studio, with every photograph made by the studio, to show what a product page and its imagery can do. Nothing on it is for sale.
Can Bartley Studio build a product page like this for my store?
Yes. Bartley Studio redesigns product pages around the photos you already have, or makes new imagery for them as well, and builds them into your Shopify store as a template for every product of that type.
Do I need new photos to get a page like this?
Not always. If your photos are good, the redesign uses them. If the gallery is missing frames buyers need, such as scale, detail or the product in use, Bartley Studio makes them from a phone photo of each product.
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