Establishing a D-to-C Presence for a Premium Fashion Brand

A distinguished premium fashion brand with a 14-year legacy, primarily operated within the realm of business-to-business transactions, predominantly through department stores. Recognizing the importance of cultivating a direct-to-consumer presence and fostering lasting customer relationships, they embarked on a strategic shift.

Strategic Shift to Direct-to-Consumer Model

The objective? To allocate more resources towards establishing a robust direct-to-consumer business model. Central to this strategy was an emphasis on email marketing to bolster customer loyalty and enhance lifetime value. They decided to engage an expert to ensure a successful transition.

Key Actions Undertaken

1. Comprehensive Review of Klaviyo Setup

• Refining Existing Workflows: Conducted an in-depth review of the current Klaviyo setup, identifying areas for improvement and optimization.
• Devising a Quarterly Direct Marketing Strategy: Developed a detailed marketing strategy that included engaging lifestyle content and timely product updates, tailored to different customer segments.

2. Content Strategy and Segmentation

• Engaging Lifestyle Content: Created captivating lifestyle content to engage customers and enhance their connection to the brand.
• Timely Product Updates: Ensured that customers received relevant product updates, keeping them informed about new arrivals and special offers.
• Customer Segmentation: Tailored content and marketing efforts to different customer segments, ensuring personalised and relevant communication.

3. Collaboration with In-House Branding Team

• Consistency Across Channels: Worked closely with the in-house branding team to ensure that the evolving themes were consistently reflected across the Shopify storefront and social media channels.
• Cohesive Brand Narrative: Developed a cohesive and compelling brand narrative that resonated with the target audience, creating a unified brand experience.

Outcome

This strategic shift to a direct-to-consumer model, supported by a comprehensive review and enhancement of their Klaviyo setup and a well-planned marketing strategy, enabled the fashion brand to build stronger customer relationships and increase customer lifetime value. By seamlessly integrating engaging content with timely product updates and maintaining a consistent brand narrative across all channels, the brand successfully established a robust direct-to-consumer presence, setting the stage for sustained growth and success in the consumer market.