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Strategic Discovery for a Global Fashion Brand’s Direct-to-Consumer Rollout

Industry

Luxury / Fine Jewelry

Project Type

Discovery Phase for Global D2C Rollout

Engagement model

Fixed-Price

Duration

4 weeks

Client revenue

€50M+ (Hop Lun Group)

Team involved

Lead Business Analyst, Technical Architect, UX Designer, Project Manager

Dorina was ready to move beyond its wholesale success and invest in a direct-to-consumer model that could stand on its own. The challenge was to make the transition deliberate, not rushed, and to ensure every step supported their long-term growth.

The discovery phase became the essential first stage before development: a focused process to identify the best solutions, define the budget, and set a clear timeline for execution.

Together with their team, we set three clear discovery objectives that connected business goals with practical execution:

01

Define a D2C strategy that positioned the brand as a premium online destination while preparing for phased expansion across Europe and the US

02

Evaluate and validate the right platform (Shopify Plus or Magento) against technical needs, cost of ownership, and scalability requirements

03

Prepare the foundations for implementation, including UX concepts, technical architecture, integration flows, and a focused MVP scope

Discovery in action: The scope of activities we conducted

With the discovery objectives defined, the next step was to put structure behind them. Our team worked side by side with Dorina’s stakeholders, translating strategic goals into actionable insights and deliverables. Here’s how the four-week engagement unfolded:

Stakeholder interviews

We started at Hop Lun headquarters in Hong Kong, where stakeholder interviews gave us a deep understanding of operational priorities, internal workflows, and the brand’s expectations for D2C growth.

Value proposition and core concept workshops

Workshops helped sharpen the brand’s value proposition and outline the kind of digital experience that would resonate with European consumers while staying true to Dorina’s identity.

Competitor research and market positioning

We mapped the competitive landscape, analyzed pricing and positioning, and identified gaps that a premium D2C channel could fill.

Customer Journey Mapping (CJM) and personas

Using Miro, we created journey maps and personas to illustrate exactly how different types of customers would discover, engage with, and purchase from the brand online.

Technical audit and platform comparison

We conducted a side-by-side evaluation of Shopify Plus and Magento, focusing on scalability, cost of ownership, and integration capabilities.

Integration assessment

ERP, PIM, CRM, and Global-E were assessed to ensure seamless operations and future-proof localization, payments, and returns.

Theme evaluation and feature gap analysis

Several Shopify themes were evaluated for speed, flexibility, and brand fit, with gaps documented to guide custom development.

GDPR and compliance mapping

Compliance requirements were mapped to reduce risk when scaling into EU markets

MVP scope definition and feature prioritization

Finally, we defined the MVP scope, ranked features by business impact, and built a roadmap for phased rollouts.

Tools & methods used

On-site workshops
Value Proposition Canvas
Shopify & theme capability evaluation
WBS & timeline planning
Miro for CJM mapping
Figma for initial design layouts
Technical architecture diagrams
Platform pros/cons matrix

From discovery to documentation

At the end of the four-week discovery, the client received a complete package of assets covering strategy, technology, and design.

Each deliverable was designed to remove uncertainty and give their internal team the documentation and direction needed to proceed into implementation without hesitation.

Key deliverables included:

Discovery summary & scope of work document
Customer journey map (CJM)
Functional requirements & user stories organized into epics
Platform and theme evaluation report
Tech stack & architecture proposal
Integration flow diagrams for Shopify ↔ Plytix (PIM), Dynamics 365 (ERP), Global-E (localization, checkout, returns), Trusted Shops, Sizer, and others
Risk management plan
Work breakdown structure (WBS) with time and budget estimates
Initial UI/UX mockups for shortlisted themes

Together, these deliverables captured every decision point and provided a structured handoff for the build phase.

Strategic outcomes of discovery

Beyond a collection of documents, the discovery phase gave Dorina the confidence to invest in their D2C rollout knowing the path ahead was clear. Each deliverable addressed a real business need and turned uncertainty into actionable steps:

Platform selected

Shopify Plus, offering scalability, quicker launch, and lower costs, which were critical for entering multiple markets efficiently

Clear MVP strategy

Phased releases with cost estimates, allowing investment decisions to be planned with precision

Ready-to-execute scope

A roadmap their team could act on immediately without guesswork

Theme shortlist with mockups

Early validation of design direction to save time in later development stages

Validated integrations strategy

operations

Next steps after discovery

Armed with a clear roadmap, Dorina moved straight into building their Shopify Plus MVP. Phase 1 kicked off with design implementation and integrations with Plytix, Dynamics 365, and Global-E. Post-MVP, the focus shifted to SEO, loyalty programs, Zendesk CRM, and fit-finding tools, with new market launches already in sight.

For us, this project underlined how discovery transforms uncertainty into action. If you’re planning a D2C rollout, let Elogic help you set the same solid foundation.