Filson

• Largest Contentful Paint18.78s poor
• Cumulative Layout Shift0.0 good

Product catalog lacks coherent structure—1,118 items poorly categorizedcritical

The store has 1,118 products across 250 collections with severe taxonomy breakdown: 'Accessories' alone contains 517 items, 'Bags' has 271, and product_type tags are inconsistent (e.g. 'ShirtsTops' vs 'Bags & Luggage'). Luxury jewelry (14k fossil tusk earrings at $650) is mixed alongside graphic hoodies ($99) and $7.50 items with no filtering or hierarchy.

Shoppers cannot find or filter products efficiently, abandoning carts when navigation fails; unclear product organization directly depresses AOV and conversion rate on a broad inventory.

🔒 The fix — plus a prioritized 30-day plan — is in the full audit.

Is Filson visible to AI shopping assistants?

✗ Not mentioned by Claude when asked “What are the best outdoor clothing and bags brands that ship in the US?”. As shoppers ask AI what to buy, being invisible means lost demand.

• Organization schemapresent
• Product schemamissing

🔒 The full audit probes ChatGPT, Claude & Perplexity and gives the exact schema to add.