PROJECT OVERVIEW

Refined positioning, rebuilt lifecycle and removed conversion friction for a US women-founded premium fashion brand featured in Netflix, Vogue and Fox. My role was to help the founder close the gap between editorial credibility and commercial performance, particularly after increasing prices.

THE CHALLENGE

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

• Shopify friction in the purchase path was quietly suppressing revenue.

• Digital execution undercut the perceived value of the product.

• Email existed but felt dated and lacked behavioural structure.
  
  

MY APPROACH

When a brand raises prices, every touchpoint must justify that shift. Tone, design, UX and lifecycle cannot contradict the ambition. The work focused on removing hesitation and reinforcing value at every stage of the journey.

WHAT I DID

• Delivered quick win Shopify CRO fixes to remove friction in the purchase path and provided longer-term recommendations.

• Refined positioning and established a premium TOV aligned with higher price points.

• Rebuilt all lifecycle flows in Klaviyo (welcome, browse, cart, checkout, post-purchase) with structured storytelling and conversion logic.

• Elevated email creative direction to reflect editorial visibility and support perceived value.

• Introduced operational structure across creative and marketing delivery to replace reactive execution.

IMPACT

• Higher email sign-ups

• 3X+ conversion rate uplift after initial tweaks

• +66% increase in Klaviyo-attributed revenue

• Lifecycle fully aligned with new pricing strategy

• More cohesive premium positioning across channels
  
  

WHAT THIS PROVES

Press builds visibility. Pricing requires conviction. If the digital experience does not reinforce value, customers hesitate.