Artifacts Apparel
Culture. Coffee. Clothing - unified through a powerful retention and acquisition strategy.
The Brand
Artifacts Apparel is an independent menswear and streetwear retailer based in London. Their store blends contemporary fashion with a coffee shop and event space, making it more than a shop - it’s a cultural hub where style, coffee, and community coincide.
Results at a Glance
- Migrated and rebuilt Klaviyo flows, paired with regular campaign cadence and branded creative under the “Coffee. Culture. Clothing.” positioning
- Sunset strategy suppressed 10,645 inactive profiles while growing 30-day engaged to 5,000+
- Campaigns restructured into an editorial calendar, warming the list and driving consistent engagement
- Deliverability strengthened with domain-level segmentation (spam complaints <0.1%)
- Google tracking setup completed (GA4, GTM, Merchant Centre), ensuring clean attribution for future scaling
The Challenge
Despite a strong cultural identity and in-store following, Artifacts’ digital retention and acquisition channels weren’t delivering the same impact. The email list was bloated, engagement low, and deliverability suffering. Without structured flows, a regular email campaign cadence, or clean attribution, email wasn’t contributing meaningfully to monthly sales, and Google was not set-up.
The Approach
- Retention (Klaviyo) - Migrated CRM to Klaviyo and launched a full flow suite (welcome, post-purchase, browse abandonment, winback). Campaigns rebuilt to reflect Artifacts’ premium, culture-led voice.
- List Health - Deployed domain-segmented sunset flows, suppressing 10K+ inactive profiles and restoring engagement (5K+ in 30-day segment).
- Campaign Cadence - Introduced an editorial email calendar, blending brand storytelling, product drops, and lifestyle content.
- Creative & Tone - Shifted content toward premium lifestyle/editorial, reinforcing Artifacts’ mix of fashion, coffee, and culture.
- Google Tracking - Set up GA4, GTM, and Merchant Centre for clean future attribution.
The Impact
Artifacts moved from sporadic, underwhelming email to a structured retention engine that finally matched their cultural positioning in creative direction. Engagement grew as inactive profiles were removed, campaigns became consistent and editorial in tone, and inbox placement strengthened. With clean tracking and a premium creative direction, Artifacts established a foundation for email and search with the potential to become long-term revenue drivers alongside their thriving in-store community.