Gap Identified: Missed Cross-Sell Potential on Stone Island Website + 2 Solutions How to Sell Sets & Suits

Stone Island is among my favourite websites in terms of character display (do we need a post on the others from the list and why I like them? x). Font, features, colorways. I’ve just found out it’s relatively new — the newest version was unveiled four weeks ago.

But there’s another side of every e-shop, which I consider the primary — technical. This is where the magic (or chaos) happens. It’s about how easy it is to navigate, the features on the collection and product pages, return/exchange policies, — the overall flow that makes the shopping journey seamless. These factors matter even more for a male audience — men prefer everything simple and clear, including their online shopping experience.

Browsing the website, I came across a collection named “Total Look Collection” — which means a selection of co-ord sets. Parts of the sets are displayed next to each other on the collection page — great move, the customer can see what pairs with what.

📌And here’s the gap. While the collection page is thoughtfully constructed, the product page doesn’t offer the co-ord item.

Imagine this: a potential customer lands on a jacket page after coming from the general Coats & Jackets section, or maybe from a Google search, or perhaps he was casually browsing Pinterest when Stone Island caught his eye. He has no idea there's a matching piece, and the journey to find that missing link could be a hassle.

Now, you might think it’s obvious there’s a co-ord piece available because the model is pictured in a set — but that’s not always true. Often, parts of the sets are paired with other non-coord items, which, while great for showing versatility, means the customer has no clear idea that a matching piece even exists.

Item page along with the only section displayed "You may also like". The breadcrumbs will lead to category pages - ""Coats & Jackets" and Shirts" in examples displayed.

As a result, the potential customer might feel unsure about how to style the item, and in the worst-case scenario, he may not buy at all. Or, he could settle for just one piece instead of committing to the entire set, resulting in a missed upsell opportunity for the brand.

That’s where the brand risks losing a valuable upsell opportunity.

Result? Lose-lose.

Solutions? This approach is exceptionally effective for suits, co-ord sets, tracksuits, activewear combinations, or any other outfits designed to be worn together. It’s particularly beneficial for a male audience, who often appreciate straightforward guidance and clear options when it comes to styling.

1. Introduce a “Complete the set” section on the item page. Here, all the co-ord items are displayed together, making it easy for the customer to see the full look. This way, they can instantly visualize how the pieces work as a cohesive set, encouraging them to consider purchasing the entire ensemble rather than just one item.

Call it whatever resonates with the brand's vibe, here are some hints:

• Finish the Look

• Complete the Look

• Style It Together

• Pair It Up

• Get the Full Outfit

• Mix & Match

• Perfect Partners

• Coordinated Pieces

• Build Your Look

• Combine & Complete

• Total Look Suggestions

• Outfit Additions

• Recommended Complements

By displaying the complete set in one place, you remove any uncertainty for the customer, making it more likely they’ll opt for the full outfit instead of just a single piece.

There's a second method that complements and enhances the first solution. This additional tweak will ensure that your customers never miss out on the perfect pairing, driving even more sales and making the entire shopping journey effortless.

2. Add a subtle ribbon on the collection page with “Part of a set” to ensure that, no matter where the customer finds the item — whether it's in a specific collection page, through search, or on a different section of the website — they’ll immediately know there's a matching piece available. This visual cue makes it clear that the item belongs to a coordinated set, encouraging them to explore further.

The ribbon may also be displayed on picture cover, like here:

Again, call it whatever resonates with the brand's vibe (but do not overcomplicate), here are some hints:

• Coordinated Piece

• Matching Item

• Set Piece

• Part of an Outfit

• Perfect Pairing

• Match It Up

• Outfit Partner

Additionally, this same ribbon can be displayed on the item page itself as an anchor link that directly leads to the co-ord items section. This makes it effortless for the customer to discover the full set, increasing the likelihood of purchasing multiple pieces together.

Example of Anchor link "How To Wear It", which leads to the section (ON website)

Small details — big impact😉 x