Pajar Canada is a leading Canadian outerwear and footwear brand known for its blend of high-performance materials and luxury style. Offering apparel and accessories for women, men, kids, and even pets, Pajar’s product line spans boots, jackets, puffers, scarves, hats, and more. With global recognition and deep seasonal demand, the brand needed a digital storefront as rugged, stylish, and adaptable as its products. SFWP Experts partnered with Pajar to overhaul their eCommerce experience—bringing cohesion to their catalog, clarity to their user journeys, and performance to their growth
Project Overview
Industry
Fashion · Footwear & Outerwear · Retail
Services
Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM
Challenges
Disjointed catalog experience
With hundreds of SKUs across footwear, apparel, and accessories for multiple demographics, product discovery was overwhelming and inconsistent
Under-optimized mobile UX
The site struggled to convert mobile shoppers—despite mobile making up 75%+ of seasonal traffic
Brand dilution
Category pages didn’t highlight product quality, performance tech, or the luxury-meets-ruggedness brand story
Limited SEO growth
Search visibility was fragmented across categories, and high-converting product queries were under-targeted
Research & Discovery
We worked with Pajar’s merchandising and marketing teams to understand their buyer personas—from winter sport lovers to fashion-first city dwellers. Key findings:
Shoppers want clarity and confidence
Filtering by weather conditions, activity level, and warmth ratings was critical
Seasonality drives urgency
Sales peaks aligned with winter drops and promo cycles, needing fast campaign deployment
Pet category was viral-worthy
The PUP collection offered high margin and social media buzz potential, yet it was buried in the previous UX
Solution
Reimagined Navigation & UX Architecture
Designed mega-menus by category and collection: Men, Women, Kids, PUP, and Featured (new arrivals, waterproof, snow-ready, etc.)
Developed custom filtering tools for insulation level, waterproofing, activity fit, and size availability
Built brand storytelling modules across pages: craftsmanship, Canadian roots, sustainability, and tech innovations
Stylish, Mobile-First Visual Identity
Delivered a sleek, editorial-inspired design system balancing performance and fashion
Created modular layouts for seasonal campaigns, collaborations, and influencer drops
Prioritized product zoom, video previews, and customer reviews in the PDP layout
Content Strategy & SEO/SEM Rollout
Rewrote category and product copy for clarity, luxury tone, and keyword optimization
Launched blog & lookbook strategy around style guides (“Best Winter Boots for -30°”), packing checklists, and gift ideas
Deployed SEM campaigns by product type, weather conditions, and demographic—e.g., “kids’ waterproof parkas,” “women’s après-ski boots”
Responsive Design
We rebuilt Pajar’s site with a mobile-first philosophy: simplified thumb navigation, fast-loading images, swipeable product galleries, and fast-checkout flows. From browsing a parka in Whistler to ordering PUP booties in Toronto, the user experience remains smooth, fast, and fun across all devices
Outcome
188
increase in mobile conversion rate
212
year-over-year revenue growth from seasonal campaigns in Q4
127
increase in average time on site
238
growth in indexed product-related keywords
