PROJECT OVERVIEW

Refined positioning, rebuilt lifecycle marketing and improved conversion performance for a US women-founded premium fashion brand featured in Netflix, Vogue and Fox.

The focus was to help the founder close the gap between strong editorial credibility and commercial performance after a strategic price increase.

THE CHALLENGE

• Strong visibility and premium ambition, but weak sales at the new price point

• Shopify friction within the purchase journey quietly suppressing revenue

• Digital execution undermining perceived product value

• Existing email setup lacked behavioural structure and premium cohesion
  
  

MY APPROACH

When a brand raises prices, every customer touchpoint must reinforce that decision. Positioning, UX, tone and lifecycle cannot contradict the perceived value the brand is trying to establish.

The work focused on removing hesitation, strengthening brand consistency and rebuilding the customer journey around higher-value conversion.

WHAT I DID

• Delivered quick-win Shopify CRO improvements alongside longer-term UX recommendations

• Refined positioning and established a more premium tone of voice aligned with new pricing

• Rebuilt lifecycle flows in Klaviyo across welcome, browse, cart, checkout and post-purchase journeys

• Elevated email creative direction to better reflect editorial visibility and brand ambition

• Introduced new operational structure across marketing and creative execution

IMPACT

• 3X conversion rate uplift following initial CRO improvements

• More cohesive high-end positioning across digital touchpoints

• Lifecycle aligned with premium pricing strategy

• 66% increase in Klaviyo-attributed revenue

• Higher email sign-ups
  
  

WHAT THIS PROVES

Premium pricing only works when the customer experience consistently reinforces perceived value.