# Expressiva Modas

> Magento e-commerce for a multi-brand fashion store in Guarapuava, founded in 1990 — today a storefront that turned into a WhatsApp-driven sales operation, staffed by a team of sales consultants.

Every time I walk past Expressiva's physical store, in downtown Guarapuava, I remember this project — it was one of the e-commerce sites I built at K13, and it turned out genuinely good-looking.

<figure className="rehype-figure">

![Expressiva Modas home page, with a featured-items carousel and best sellers](/images/pages/projects/expressiva-modas/expressiva-modas-home.png)<figcaption>

Expressiva Modas home page, with a featured-items carousel and best sellers

</figcaption>
</figure>

## A multi-brand store since 1990

Expressiva was founded in 1990, out of three sisters' shared passion for fashion — today one of the best-known multi-brand stores in Guarapuava. The catalog is dominated by Colcci, alongside pieces from Carrano, Farm, Dudalina, Luiza Barcelos, Lacoste, and Morena Rosa.

## Under the hood

<table>
<thead>
  <tr>
    <th>
      Layer
    </th>
    
    <th>
      Technology
    </th>
  </tr>
</thead>

<tbody>
  <tr>
    <td>
      E-commerce
    </td>
    
    <td>
      <a href="https://developer.adobe.com/commerce/" rel="nofollow" target="_blank">
        Magento
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      JavaScript
    </td>
    
    <td>
      <a href="http://prototypejs.org/api/" rel="nofollow" target="_blank">
        Prototype.js
      </a>
      
       (Magento's native framework), <a href="https://api.jquery.com/" rel="nofollow" target="_blank">
        jQuery
      </a>
      
      , <a href="https://github.com/zloirock/core-js" rel="nofollow" target="_blank">
        core-js
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      Carousel
    </td>
    
    <td>
      <a href="https://kenwheeler.github.io/slick/" rel="nofollow" target="_blank">
        Slick
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      Gallery/lightbox
    </td>
    
    <td>
      <a href="https://fancyapps.com/docs/ui/fancybox" rel="nofollow" target="_blank">
        FancyBox
      </a>
      
      , <a href="https://github.com/igorlino/elevatezoom-plus" rel="nofollow" target="_blank">
        elevateZoom
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      CSS framework
    </td>
    
    <td>
      <a href="https://getbootstrap.com/docs/" rel="nofollow" target="_blank">
        Bootstrap
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      Icons
    </td>
    
    <td>
      <a href="https://docs.fontawesome.com/" rel="nofollow" target="_blank">
        Font Awesome
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      Email marketing
    </td>
    
    <td>
      <a href="https://docs.magemail.co" rel="nofollow" target="_blank">
        MageMail
      </a>
    </td>
  </tr>
  
  <tr>
    <td>
      Analytics/Ads
    </td>
    
    <td>
      <a href="https://developers.google.com/analytics" rel="nofollow" target="_blank">
        Google Analytics
      </a>
      
      , <a href="https://developers.google.com/tag-platform/tag-manager" rel="nofollow" target="_blank">
        Google Tag Manager
      </a>
      
      , <a href="https://support.google.com/google-ads" rel="nofollow" target="_blank">
        Google Ads
      </a>
      
      , <a href="https://developers.facebook.com/docs/meta-pixel/" rel="nofollow" target="_blank">
        Facebook Pixel
      </a>
    </td>
  </tr>
</tbody>
</table>

## From cart to WhatsApp

The Magento behind Expressiva was originally built with a real cart and checkout — you can still see it in the site's FAQ page, which describes a "Shopping Cart" flow with CEP-based shipping calculation. That flow doesn't exist anymore: not a single product in the current catalog shows a buy button. On every one of them, the CTA is **"Talk to a Consultant"**, which opens a list of eight real salespeople, each with a pre-filled WhatsApp message already referencing the product. The store became a showcase — the actual sale happens in the chat.

## A catalog with no single variation pattern

One way to see it up close: not every product has a size or color selector. A sneaker with more than one size in stock shows a "Select Size" button grid — but most of the catalog (dresses, t-shirts, belts, sunglasses) has no selector at all, because color and size are already baked into each product's name and URL. A belt in four color/size combinations becomes four separately registered products, not one product with variants. I never saw a clickable color swatch on any product — color is always part of the name.

<figure className="rehype-figure">

![Product page with a size selector rendered as a button grid](/images/pages/projects/expressiva-modas/expressiva-modas-produto-tenis.png)<figcaption>

Product page with a size selector rendered as a button grid

</figcaption>
</figure>

<figure className="rehype-figure">

![Product page with no variation selector, going straight to WhatsApp](/images/pages/projects/expressiva-modas/expressiva-modas-produto-vestido.png)<figcaption>

Product page with no variation selector, going straight to WhatsApp

</figcaption>
</figure>

## Categories

Clothing, Footwear, Accessories, and Beachwear, each with filters by subcategory, price range, and color — no grid/list toggle.

<figure className="rehype-figure">

![Clothing category with subcategory, price, and color filters](/images/pages/projects/expressiva-modas/expressiva-modas-categoria.png)<figcaption>

Clothing category with subcategory, price, and color filters

</figcaption>
</figure>

## About

<figure className="rehype-figure">

![About page telling the store's 1990 origin story](/images/pages/projects/expressiva-modas/expressiva-modas-quem-somos.png)<figcaption>

About page telling the store's 1990 origin story

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</figure>

The story of the three founding sisters, told in the brand's own voice, closing with the campaign hashtag #AmoExpressiva.