E-commerce · fashion retail
An app the team could actually run
A fashion brand was renting a white-label app it could not change. We built its own, moved the entire user base over, and then spent a year on the funnel.
- Period
2024—2026
- Scope
0 to 1
A/B testing
Mobile app
CRO
Data
Results
app conversion rate, up from under 1%
of the previous full year's revenue, in H1 2026 alone
customer lifetime value
retention
What I did
Owned scope for v1 and the migration of every user off the legacy app: nobody was left behind.
Rebuilt the collection and product pages, the frontline of the retention work.
Ran the CRO program through to the checkout, which was the real bottleneck.
Pulled the data practice back up. The team had event tracking nobody trusted and nobody used.
The problem
The brand had decades of equity in its stores, and an app it was renting. Every change went through the white-label vendor's roadmap, which meant the product could not answer to the business. A retention problem you cannot ship against is not a retention problem, it is a dependency.
What I found
The work
The migration was the part with no second chance: every existing user had to land in the new app without losing an account, an order history or a saved card. I owned that scope, and the definition of done was that nobody was left behind.
With v1 live, the work moved to the funnel. Collection and product pages first, because that is where retention is actually won or lost. Then the CRO program, which led to the checkout as the real bottleneck.
Underneath all of it, the data practice had to come back. The team had event tracking nobody trusted, which meant every argument was an opinion.
What changed
In the first half alone, the app did 107% of the previous full year's revenue. Customer lifetime value doubled, retention reached 42%, and new customer acquisition rose 50%.