Artifacts Apparel
Culture. Coffee. Clothing - unified through structured retention, clean acquisition foundations, and a premium editorial identity.
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The Brand
Artifacts Apparel is an independent menswear and streetwear retailer based in London’s Leather Lane. More than a shop, it functions as a cultural hub - fashion, coffee, and community in one space. The offline brand was strong; the digital ecosystem wasn’t yet matching it.
The Challenge
Despite strong in-store energy, Artifacts’ digital channels were underdeveloped. The email list was bloated and disengaged, deliverability was dropping, and campaigns were sporadic and inconsistent with the in-store experience.
There was no structured lifecycle system, no segmentation, and no campaign rhythm. Google tracking also hadn’t been set up, limiting attribution clarity and future acquisition planning.
The opportunity:
- Transform Artifacts’ cultural identity into a high-retention, editorially-driven digital ecosystem.
The Approach
1. Retention (Klaviyo)
Migrated CRM to Klaviyo and built a full lifecycle suite:
- Welcome flow
- Post-Purchase flow
- Browse Abandonment
- Winback
- Editorial campaign templates reflecting Artifacts’ tone
Flows and campaigns were redesigned to feel like the brand - curated, lifestyle-led, and culturally grounded.
2. List Health + Deliverability
- Deployed domain-segmented sunset flows
- 10,000+ inactive profiles suppressed
- 30-day engaged segment restored to 5,000+ (this immediately lifted engagement potential and inbox placement)
3. Editorial Campaign Cadence
Created a storytelling-led calendar combining:
- Product drops
- Brand features
- In-store culture
- Lifestyle content
This shifted Artifacts from sporadic email blasts to a structured, premium editorial rhythm.
4. Creative Direction
Introduced a visual + tonal identity rooted in:
- Contemporary menswear
- London culture
- Coffee shop lifestyle
This created consistency across every touchpoint - email, flows, and product showcases.
5. Acquisition Foundations (Google)
Built the tracking infrastructure required for future scaling:
- GA4 setup
- GTM implementation
- Merchant Centre foundation
Artifacts now had clean attribution for paid search when ready to scale.
The Impact
Artifacts moved from inconsistent digital communication to a structured retention engine that finally matched their cultural identity.
Key improvements:
- Stronger inbox placement following large-scale suppression of inactive profiles
- A revived, engaged audience segment ready for lifecycle marketing
- Premium editorial campaigns aligned with the store experience
- Full lifecycle coverage (acquisition → nurture → retention)
- Clean tracking and attribution foundations for future Google scaling
We set-up a cohesive digital ecosystem built to scale - one that mirrors the quality, creativity, and culture of their in-store experience, and forms the foundation for long-term repeat purchase growth.
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.