Rebuilding a fashion store into a retention machine
A growing fashion brand had strong traffic but weak repeat purchase rates and a store held together with apps. We took over store management, rebuilt email, and restructured paid social.
41%
of revenue attributed to email within nine months
2.1x
increase in repeat purchase rate
1.8s
faster average page load after app and theme cleanup
The challenge
The brand’s store had accumulated 23 apps, page loads were crawling, and email consisted of occasional blasts to the whole list. Paid social was profitable only during sales. Growth had stalled despite healthy traffic.
Our approach
We audited and consolidated the app stack, rebuilt key templates for speed, and took over ongoing merchandising. A full lifecycle email program (welcome, abandonment, post-purchase, win-back) replaced the blast approach. Meta campaigns were restructured around creative testing instead of constant discounting.
The outcome
Repeat purchase rate more than doubled, email grew to 41% of revenue, and the store now runs promotions without emergency developer calls. The founder’s take: “For the first time, the store feels like an asset instead of a chore.”
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