Project 2 · Fair PricingClarifying Prices for Fashion Shoppers

During my internship at VIRGIO, I designed a price breakdown to help shoppers understand what they were paying for.

A customer’s post

A customer’s response

“Love this. Makes me trust the brand more.”

A customer shared the price breakdown alongside the garment.

500K+

Organic views on a customer’s post

Recognition

Silver

Trust-building element

DIGIES Awards · Best E-commerce Design

Fair Pricing became VIRGIO’s company IP and the foundation for Econic Fair, shaping the campaign’s story and pricing experience.

The problem

A price tells shoppers what they will pay, but not what goes into it. VIRGIO wanted to make that breakdown transparent and easy to read.

Role: Product design intern
Platform: App & web
Focus: Information architecture, interface writing & visual hierarchy
Status: Shipped

How might we help shoppers understand what they’re paying for without overwhelming the product page?

Different ways to explain a price

I compared eight references across charts, itemised lists, product callouts and comparison tables.

01 / ASKET · DesktopA comparison on one scale

An itemised invoice beside the Alina skirt, listing materials, labour, fees, margin and tax. — 02 / Itemised invoiceLine items that lead to a total

A garment photograph annotated with fabric, trims, labour, freight, packaging and landed costs. — 03 / Photo calloutsCosts connected to the garment

Quince compares price, cashmere quality, shipping and returns across brands beside product details. — 04 / QuincePrice and features side by side

Illustrated icons and figures for fabric, trims, labour, packaging and operations. — 05 / Purity cost breakdownA visual category for each cost

Afore After’s percentage chart for operations, labour, materials, shipping, packaging, fees and VAT. — 06 / Afore AfterEach category’s share

ASKET’s mobile transparency section with landed cost, traceability, environmental impact and links to details. — 07 / ASKET · MobileCost within a wider transparency story

A text list of cost percentages for VAT, labour, materials, shipping, merchant fees and packaging. — 08 / Percentage listA breakdown in plain text

Competitive review

I chose a familiar bill-style list to explain the costs, supported by a comparison bar for the overview.

From line items to cost groups

The early modal listed costs individually. The next version grouped them into broader categories inside a product-page accordion.

Early modal exploration with separate fabric, manufacturing and transportation items, subtotal rows and a price comparison. — Early explorationIndividual cost items

Grouped version with Making Cost, Serving Cost and Others, each explained within an inline accordion. — Refined structureFewer groups, with explanations

Getting the labels right

I revised the wording repeatedly through informal testing with colleagues, balancing what shoppers could understand with how VIRGIO wanted to present its prices.

The total stands out. The detail explains it.

Final Fair Pricing accordion with explanatory cost groups, a highlighted VIRGIO price and a separate traditional-price comparison. — Final design

Explain each cost group
Short descriptions name what “Cost to make,” “Serving cost” and “Others” include.
Give the total its own space
A highlighted row separates VIRGIO’s price from the costs above and comparison below.
Keep the detail close
An accordion lets shoppers explore the breakdown within the product page.

Key learnings

Grouping, labels and hierarchy shaped how the price was explained. Next, I’d test with shoppers outside the team to see how they interpret the categories and comparison price.