Case Study: Mia The New Yorker

Mia The New Yorker – Fashion E-Commerce Store (2023–2025)

Mia The New Yorker is my first fashion e-commerce brand and venture selling a physical product. The concept was inspired by my dog, Mia, who drew attention wearing a Peruvian sweater during walks in Williamsburg, Brooklyn. This organic product validation, combined with my Peruvian heritage and desire to create a brand connected to my roots, planted the seed for Mia The New Yorker.

After almost two years of product development and planning, and partnering with a close friend in New York City, we officially launched the brand on October 1, 2024. I focused on buying, digital merchandising, and website building and management, while my partner handled photoshoots, creative content, and order fulfillment.

E-Commerce & Digital Merchandising

• Product Selection & Assortment Strategy: Curated the initial collection of dog apparel with a focus on quality, aesthetics, and storytelling, blending lifestyle inspiration with functional design. I evaluated trends, supplier options, and customer appeal to build a cohesive product assortment.
• Digital Merchandising & Online Presentation: Designed the Shopify store, organized collections, created visually compelling product pages, and optimized the homepage and category pages for both aesthetics and conversion. Each product was styled and presented to align with a luxury-cool lifestyle brand ethos.
• Marketing & Storytelling Integration: Developed brand narratives and campaigns that highlighted product uniqueness and origin, creating a seamless link between product curation, lifestyle storytelling, and online shopping experience.
• Data-Driven Optimization: Tracked site traffic, product performance, and conversion rates to refine merchandising, layout, and promotional strategies. Iteratively improved product placement and collection organization based on user behavior insights.
• Cross-Functional Collaboration: Coordinated with my partner on creative content and photoshoots to ensure that visual merchandising and product storytelling aligned with brand vision and digital merchandising objectives.

This project allowed me to translate traditional fashion merchandising principles into a digital-first environment, managing product curation, online presentation, and the entire customer journey on the Shopify platform. Mia The New Yorker was not only a business venture but also a hands-on digital merchandising laboratory, solidifying my ability to drive sales and engagement through curated online experiences.