Brand Overview
What They Sell
Contemporary Adìré pieces for ladies and gents that honor Nigerian tradition while giving freedom to express identity — boldly, quietly, on their own terms.
Target Audience
Gen Z and young millennials drawn to modern Nigerian fashion, streetwear-inspired styling, and culturally expressive clothing.
Tone of Voice
Bold, expressive, modern, culturally rooted, effortless, confident, emotionally driven.
Tools Used
Shopify · Klaviyo · Figma · Pinterest
client
GenZee Adìré
year
'25
KLAV
FLOW
STRAT
Challenge
GENZEE ADÌRÉ launched with strong visual identity and cultural roots — but zero email marketing infrastructure. No system to onboard new subscribers, recover abandoned checkouts, retain customers, or build hype around drops. Every customer touchpoint was a missed opportunity.
Problem
● No welcome experience for new subscribers ● No abandoned cart recovery strategy ● No post-purchase retention system ● No campaign structure for product drops ● Lack of consistent brand storytelling across customer touchpoints
Goals
● Build a complete lifecycle email system ● Increase customer engagement and conversions ● Recover abandoned checkouts strategically ● Encourage repeat purchases
Strategic Approach
The four flows were selected to cover the entire customer journey — onboarding, conversion recovery, retention, and campaign engagement. The lifecycle system was built to guide customers from discovery to purchase, then into repeat engagement through strategically timed, culturally resonant communication.
● Emotional storytelling over aggressive sales messaging — Lagos street culture as creative anchor ● Progressive urgency escalation across abandoned cart emails — soft to hard without losing the brand voice ● Paired-product drop concept built around shared identity and emotional connection ● Post-purchase messaging structured for both pickup and delivery customers — no assumptions ● Mobile-first copy hierarchy — concise, scannable, action-driven throughout
Flow Breakdown
Key Strategic Insights
Metric Type
Industry Benchmark Target
The Strategy to Achieve It
Average Open Rate
60%
Click Rate
45%
Cart Recovery
40% - 50%
Repeat Purchase Rate
20% Increase within 30 days
Key Strategic Insights
● Progressive urgency escalation creates natural buying pressure without alienating a culture-conscious audience ● Emotion-first storytelling builds long-term brand affinity alongside short-term conversion — both at once ● The paired-product drop concept is a unique creative angle built specifically for Gen Z fashion audiences ● Pickup-friendly post-purchase strategy avoids the assumption that all Nigerian customers receive shipping notifications ● Repeat vs. first-time customer segmentation at post-purchase stage drives measurably more relevant experiences
Next Step Recommendations
● SMS Marketing Integration ● A/B Testing Subject Lines & CTAs ● VIP Customer Segmentation ● Browse Abandonment Flow ● Loyalty & Referral Campaigns ● Seasonal Campaign Expansion
Reflections
This project gave me the opportunity to build a complete lifecycle email system from the ground up — aligned with the brand's cultural identity, visual direction, and customer journey. Working on GENZEE ADÌRÉ strengthened my strategic thinking around emotional storytelling, customer segmentation, retention, and conversion-focused lifecycle marketing. The result is a scalable, brand-consistent email ecosystem capable of supporting customer engagement, retention, and future campaign growth as the brand scales.