About the company
Her-Age is an online marketplace specializing in authentic vintage and pre-loved luxury. Founded in Milan in 2021, the brand draws on Italian fashion heritage and a rigorous selection process. Today, the platform features approximately 30,000 carefully selected wardrobe items and accessories from hundreds of global brands.
Project Goals
Complete restyling/redesign of the storefront and UX paths.
Comprehensive SEO optimization and elimination of accumulated indexing errors.
Search engine optimization: search results quality, typo and synonym correction, relevance to collections/brands/eras.
Reliable integrations with external APIs and embedded applications (payment/logistics/marketing services).
Theme migration to Broadcast (OS 2.0) v2+ and transition to the latest version of the Shopify API while fully preserving data and functionality. 
Design concept
The visual system is designed in a light palette with signature orange accents, emphasizing the warm, vintage character and ease of navigation.
The design was adopted in full accordance with the client's suggestions: recognizable patterns and semantic pillars were preserved; the grid rhythms, modular blocks, and typography were modernized.
Product cards are clean compositions with large photographs, secondary navigation by brand/era/condition, and quick actions (wishlist, share).
Technical architecture and performance
Migrating to Shopify Online Store 2.0 + Broadcast: sections and blocks are available on all page types, speeding up content release and merchandising experiments.
Reference: Broadcast - Documentation
Using Broadcast theme features to improve page loading and conversion (lazy media loading, flexible sections, mobile-friendly).
Example: Broadcast on Shopify Themes
Web performance practices implemented: LCP optimization (hero images/videos), CLS control (fixed placeholders), preloading key fonts, responsive images (AVIF/WebP), and correct cache headers.
SEO optimization (technical and content)
Structural data (Product, Breadcrumb, Article, Collection) via JSON-LD for rich snippets.
Accurate internal linking: brands → collections → products; eras/decades are now separate taxonomies.
Canonicalization and pagination: duplicate collections/filters have been eliminated, redirect loops have been removed, and correct rel="prev/next" has been implemented where applicable.
Sitemap and robots updates: service URLs and endless faceted combinations have been eliminated.
Media pages (editorial selections, archives) are now designed as single entry points for SEO traffic.
An audit system has been implemented: regular 404/5xx checking, meta templates, and language version control when necessary.
Improving search algorithms
Reconfiguration to a multi-factor ranking model: match accuracy + popularity + recency + era/decade marker.
Typos/synonyms: brand and content dictionaries, transliterations, space and hyphen handling.
Search verticals: products, brands, eras, editorial selections – with quick switching without rebooting.
Autosuggest and "did-you-mean" for rare queries.
Telemetry: logging of zero results, CTR in suggestions, subsequent rule training.
Fixing issues on current pages:
- Duplicate cards and collections were removed and merged; canonicals were configured.
- Broken links were fixed, targeted 301 redirects were added, and 3xx chains were eliminated.
- Metadata (title/description/og/tw) was unified, and H1 hierarchies were adjusted.
- Pagination and filter errors that interfered with indexing or created subtle duplicates were fixed.
Product microdata markup was standardized and availability/price statuses were corrected. - Payment and logistics services (cost calculation, statuses, ETA).
Catalog feeds for marketplaces/retargeting; automatic inventory and price updates. - Showcase applications (reviews, waitlist, recommendations) — via isolated adapters to prevent performance degradation and conflicts.
What does business get?
A more transparent and manageable storefront (OS 2.0 + Broadcast), offering greater flexibility for campaigns and editorial collections.
Stable integrations and reduced risks through migration to up-to-date Shopify APIs and GraphQL best practices.
An enhanced search experience driving higher engagement, deeper browsing, and improved catalog-to-conversion rates.