9 Best eCommerce Fashion & Apparel Quiz Examples I Like (2024)

Whether you’re in the fashion/apparel industry or not, there’s a very good chance you’ve seen plenty of eCommerce quizzes from brands (especially in verticals like beauty and health). 

And there numerous key reasons/benefits as to why - it’s great for; 

• Lead gen and capturing intent-based visitors
• Can help accelerate understanding of the product USP and give the opportunity to sell the brand further (communicating the why, reviews/testimonials, etc).
• It's a good way to educate and provide genuine value, which you can then nurture over automation through email and the likes of paid ads.
• It’s great for data capture, both for retargeting purposes, but also for insights to learn more about what targeted audiences are looking for.

Then when it comes to what ‘top practices look like through these quiz examples below, make sure to look out for elements, such as question designs/types, UI, additional info, product recommendation UX, and opt-in opportunities - a few others as well which I’ve highlighted in the commentary/insights below.

1. Lululemon

Lululemon is one of my fave brands, and they are renowned for stylish, high-quality athletic apparel promoting wellness and active lifestyles.

They’ve got a great quiz flow called the “Men’s Bottom’s Quiz” worth checking out. 

What I like about Lululemon’s quiz flow

• When you land on the start page, it immediately dives into the action by presenting the first question right away - great for reducing friction and encouraging visitors/participants to get right into it (increasing uptake rates).
• The bottom of the quiz displays a one-field form that collects email addresses from potential participants. 
• When you go through the questions, it’s quick and responsive - plus, they share relevant imagery to the questions/answers. 

• There’s an opt-in page for those who get to the end - a smart tactic to collect emails from intent-based audiences (which you can use to tailor automated email campaigns) - however, there is also the option to “skip to results”. 

• On the “recommended products” page, based on the results of the answers, there's an effective cross-selling strategy, offering product items that complement both tops and bottoms.
• Plus, what I do like is that you can see your preferences on the left-hand sidebar - and if you aren’t happy with the recommendations, you can also “edit your answers” or retake it.

2. Andie

Andie offers stylish, well-made swimwear engineered for comfort and fit, simplifying the swimsuit shopping experience.

What I like about Andie’s quiz flow

• The main start page highlights a clear title with the objective “find your perfect swim style”, with then supporting sub-copy that highlights the number of questions to get to the result. Also, a clear CTA and the display of various styles of swimwear, helping visitors understand the product range better.

• Every response option in each question includes relevant images to aid understanding.
• There’s also the option to opt-in for results but also to skip them to go straight to the recommendation engine.
• The recommended products include a quick "perfect for" section, which aids visitors in making informed buying decisions based on their needs.  

3. Girlfriend Collective

Girlfriend Collective focuses on sustainable, ethically made activewear from recycled materials - their bestsellers are Bike Unitard, Cleo Halter Bra, and 50/50 Classic Jogger.

What I like about Girlfriend Collective’s quiz flow

• The start page informs potential participants that the quiz is brief, consisting of only four questions, making it quick and straightforward - this also helps with increasing opt-ins for people to participate.

• The design throughout features a white background with black text, as well as a grid layout for answers, ensuring that the focus remains solely on the flow without any distractions.
• Each question's options are accompanied by high-quality images that help to visually support the answers. 

4. Kizik

Kizik designs hands-free sneakers with innovative technology that allows easy slipping on and off, combining style and convenience.

What I like about Kizik’s quiz flow

• The kick-off page includes a short video that depicts a "dad" happily receiving a gift of shoes, setting the theme for what the quiz is designed to help with.

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• To keep it engaging, the quiz is designed to be super short - they use a mix of elements for question types (text-only, images, etc), mainly focused multiple choice - this helps keep it quick to get through (especially for mobile visitors).
• On the results page, all the recommended products are conveniently displayed in one location, making it easy for users to browse their options. 

5. Quince

Quince offers high-quality, essential products at radically low prices by eliminating middlemen and streamlining the supply chain - they’ve been featured in Real Simple, InStyle, and Refinery 29. 

What I like about Quince’s quiz flow

• The copy on the start page conveys that the brand offers a sweater for everyone at an affordable price.

• The flow is designed to be short and straightforward, enabling individuals to quickly find their perfect match.
• In this case, participants are required to opt-in, to then receive their results.
• Tip: it’s certainly worth A/B split-testing required vs non-required opt-ins. I’ve seen success with both types of tests - also comes down to the source of traffic/campaigns and a few other factors. 

6. Fulton

Fulton specialises in ergonomic insoles crafted from sustainable materials designed to improve posture and support foot health - they’ve received raves from InStyle, Esquire, and Travel + Leisure. 

What I like about Fulton’s quiz flow

• When you click on the “quiz” within the menu (or footer), you immediately get presented the first question to participants. 

• Participants have the option to receive a 10% discount on their first order by entering their email address to access the results - but there’s also the option to skip and see the recommendations.
• I really like their results page, which has helpful education and more context about why Fulton has recommended the choice of the product item based on the answers chosen.

7. Bombas

Bombas sells premium, comfort-focused socks and apparel with a mission to donate items to those in need.

Up there with one of the best fashion/apparel quiz setups I’ve come across. 

What I like about Bombas’s quiz flow

• As soon as you arrive, it efficiently launches into the first question without any delay - a good tactic to encourage uptake rates.

• They use a mix of text and image-based questions, which is a tactic I always suggest to do to ensure participants are staying engaged. 
• What I really like throughout the flow is the inclusion of the ‘answers/choices’ made. 

• At the bottom of the flow, there's both a static newsletter subscription form, and a floating button, that offers a 20% discount as an incentive for signing up.

• I like the social proof elements for the second-final question - good reminder to get participants primed.
• The recommendations page goes beyond just displaying the perfect match - it also suggests good matches and includes products from other categories. 

8. Mott & Bow

Mott & Bow offers premium denim and essentials while focusing on comfort, quality, and direct-to-consumer affordability - they have been featured in InStyle, Insider, and Pop Sugar.

What I like about Mott & Bow’s quiz flow

• The start page displays bestsellers at the bottom to help influence visitors' decisions.

• The flow itself is short and to the point, designed to help participants quickly find the right jeans.
• Additionally, I like the addition of key press mentions the brand has received, adding credibility (great social proof).

9. Atoms

Atoms specialise in comfortable, stylish sneakers with a unique quarter sizing system to ensure the perfect fit - they’ve received mentions from Vogue, Esquire, and Humans of New York.

What I like about Atom’s quiz flow

• The kickoff page maintains a clean and distraction-free design with a white background and black text to keep the focus on the questions.

• I like the addition of the element of a progress bar displayed at the bottom, showing how far along you are in the quiz.
• Once completed, the quiz directly takes you to the chosen product page that best matches your preferences. 
• Overall, I really like the simplicity - it shows you don’t have to go overboard in terms of design/UI to provide value to visitors/potential customers.