The Client
Sydney’s Closet is an industry-leading retailer specializing in plus-size formal, bridal, and prom wear. They operate a unique dual-channel model, balancing a high-volume Direct-to-Consumer (DTC) e-commerce site with a robust B2B network of authorized retail partners.
The Challenge
The brand’s digital growth was hit by a “glass ceiling” caused by technical debt and UX friction. One of the primary challenges was the lack of audience segmentation; customers struggled to distinguish between gowns available for immediate online purchase and those exclusive to physical boutiques. This confusion was paired with inconsistent product photography and an outdated Shopify architecture that made the site difficult to manage and navigate. Furthermore, without a fundamental automation setup, Sydney’s Closet was unable to nurture leads or recover abandoned high-intent carts in a market where the customer journey is often long and considered.
The Solution
We implemented a two-pillar strategy designed to stabilize the platform and activate dormant revenue streams.
1. Website Optimization & Technical Foundation
Our team executed a comprehensive technical sprint focused on modernizing the store’s core infrastructure:
- Project Management & Oversight: We maintained a dedicated management layer for milestone tracking, internal alignment between UX and Dev teams, and rigorous quality assurance.
- Theme Update & Code Cleanup: We migrated the store to the latest Shopify 2.0 architecture, refactoring custom legacy code and removing deprecated snippets to enhance performance and site stability significantly.
- Navigation & SEO Strategy: We collaborated with the client to revamp the site menu. After a thorough review of their proposal, we confirmed its organizational efficiency and implemented the new structure.
- Catalog Logic & Product Templates: To solve the confusion between “Online Only,” “In-Store Only,” and hybrid products, we worked with their team to overhaul the backend logic. We implemented a system using custom tags and distinct product templates, ensuring shoppers have immediate clarity on how and where to purchase each gown.
- Apps Audit & Compliance: We conducted a full inventory, eliminating redundant apps that slowed down the site, and implemented an ADA Compliance Widget to ensure accessibility and mitigate legal risks.
- UX & CRO Enhancements: To improve the browsing flow, we added sticky navigation and standardized product grid ratios. We also implemented metafield-based filtering to allow users to sort by size, material, and price with ease.
- Final QA & Handover: A full regression test across all browsers and devices ensured a seamless deployment with zero post-launch interruptions.
2. Advanced Email Marketing Automation
To maximize the value of every visitor, we built a 24/7 revenue-generating engine:
- Strategic Template Design: We created three custom base template variants, allowing the client to choose the aesthetic that best fits their brand voice.
- Full-Funnel Automation: We launched six core automation flows (totaling 16 unique emails), including:
- Abandoned Cart & Checkout: Multi-step recovery series with personalized incentives.
- Browse & Site Abandonment: High-intent triggers to win back window shoppers.
- New Customer & New Subscriber Flows
- Collaborative Creative Assets: Our team produced high-converting copy and custom-designed banners for every email. We worked closely with the team at Sydney’s Closet through an iterative feedback process, ensuring that every graphic, font choice, and visual element aligned perfectly with their brand vision and high-fashion aesthetic.
The Results
Sydney’s Closet now operates on a high-performance platform that provides clear direction to customers. The technical cleanup reduced site bloat, while the template-based product separation resolved long-standing customer confusion.
The launch of the email automation “Fundamentals Package” has turned traffic into a tangible asset. By combining our strategic copywriting with graphics developed in partnership with the client, we created a cohesive brand experience that recovers lost sales and builds long-term customer relationships. The project concluded with a 2026 Growth Roadmap, providing a clear data-driven path for future scaling.