HBX | Globally Curated Fashion

What it does

HBX is a curated e-commerce app for contemporary fashion and streetwear. It serves as a mobile storefront for a global selection of apparel, footwear, and accessories from both high-end designers and emerging brands. The app allows users to discover new products, browse various categories, save items to personalized wishlists, and complete purchases.

Where it shines

The app shines in its content-rich browsing experience and robust organizational tools. The homepage (01:32) seamlessly blends large editorial-style banners with product carousels, making discovery feel like flipping through a high-end magazine. The real standout, however, is the multi-list wishlist functionality. At 03:03, instead of a generic save button, the user can create and assign items to named collections like "Shirt" or "Bags." This turns a simple bookmarking tool into a personal curation space, deepening user engagement.

UX highlights

The onboarding flow (00:04) is quick, focusing on key e-commerce benefits like "Even Faster Checkout" and "Instant Order Tracking."
Account creation is cleverly framed as "Join the HBX Pro Family" (00:13), suggesting exclusivity and rewards rather than a simple registration chore.
Filtering is powerful and multi-layered. Users can filter by category, brand, size, color, and price, with applied filters clearly displayed as removable tags (08:12).
The product detail pages are clean and provide essential information upfront, with expandable sections for Description, Sizing, and Return Policy (02:08).
The shopping cart provides clear error messaging, such as the "Insufficient stock" banner (10:53), and allows for easy item removal via a swipe gesture (10:57).
The app includes a barcode scanner (07:43), offering an omnichannel link for users who might be interacting with products in a physical store.

Monetization & growth

The video does not show a traditional subscription paywall. Monetization is based on direct sales of physical goods. The app's primary growth and retention loop appears to be the "HBX Pro" loyalty program (12:11), which incentivizes repeat purchases through a tiered system that unlocks discounts and Hypecoins (a form of store credit). The sign-up prompt is heavily featured in the onboarding, emphasizing the benefits of joining the program early.

Who it’s for

HBX is for fashion-conscious consumers who are interested in a curated mix of streetwear, contemporary, and luxury brands. The user in the video is methodical, creating organized wishlists and using detailed filters, suggesting the app appeals to shoppers who are intentional about building their wardrobe. The focus on brands like Jordan, Maison Margiela, and Jacquemus indicates a target audience that values brand identity and is willing to invest in high-quality pieces.

Notes & opportunities

The app experience is generally smooth, but there are minor points of friction. When adding an item to the cart, the confirmation is a small toast notification at the top (02:18); a more prominent confirmation or an animated transition to the cart icon could provide stronger feedback. Additionally, after an 'insufficient stock' error in the cart (10:53), the quantity automatically resets to one, but the user still has to manually remove the item to proceed. Automatically removing the item or providing a one-tap solution could streamline this error recovery.