HBX | Globally Curated Fashion

What it does

HBX is a mobile e-commerce app for globally curated fashion and lifestyle goods. It serves as a digital storefront for hundreds of contemporary and high-end brands, allowing users to discover new arrivals, browse extensive catalogs, and purchase clothing, shoes, and accessories directly within the app.

Where it shines

The app excels in its product discovery and management features. The filtering system is particularly robust, allowing users to drill down with multiple criteria at once, such as category, brand, size, color, and price range (08:13). This makes finding specific items in a large catalog feel efficient. Another highlight is the wishlist functionality. Instead of a single 'saved items' list, users can create multiple, custom-named wishlists (03:07), turning the feature into a powerful tool for personal curation and organization.

UX highlights

The home feed uses a mix of large editorial banners and carousels to showcase featured content and new arrivals, creating a visually engaging browsing experience (01:32).
Product detail pages provide comprehensive information, including multiple high-quality images, product details, and a clear size guide with international conversions (02:34).
The app gives clear feedback when an item is added to the cart, with a small banner appearing at the top confirming the action (02:19).
Wishlist management is flexible. Users can create new lists on the fly when saving an item (03:07) and later edit lists to move or remove items (10:10).
Error handling in the cart is user-friendly. An 'Insufficient stock' error is shown as a non-blocking banner, and the app prevents users from getting stuck (10:52).
The app includes a barcode scanning feature, suggesting an integration with in-person retail experiences or product tags (07:43).

Monetization & growth

The video does not show a subscription paywall. Monetization is based on direct sales of products. The app heavily promotes sales events, with a prominent 'End of Season Sale' banner visible on the home screen (01:28). It also encourages account creation by framing it as joining the 'HBX Pro Family' loyalty program (00:13), which likely offers discounts and rewards to drive retention and repeat purchases. There is also a referral mechanic, though the full flow is not shown.

Who it’s for

HBX is for fashion-conscious consumers interested in streetwear, contemporary designers, and luxury brands. The user in the video is methodical, browsing specific categories, creating organized wishlists, and using advanced filters. This suggests the app caters to both casual browsers discovering new trends and intentional shoppers looking for specific items. The curated nature of the brands appeals to those who follow hype culture and want access to the latest drops.

Notes & opportunities

While the filtering is powerful, the process of applying multiple filters requires navigating back and forth between the filter menu and the results page. For example, after applying the 'Shoes' filter, the user has to re-open the filter menu to select a brand (08:30). A persistent filter sidebar or an 'Apply Filters' button that keeps the menu open could streamline this process. Additionally, the checkout process shows an 'Insufficient Stock' error late in the flow (10:52), which could be frustrating. Indicating limited stock earlier on the product detail page could manage user expectations better.