We were brought in to run the search, merchandising, and recommendations program for a feminine, occasion-led fashion brand on Shopify. The shopper arrives off Instagram, TikTok, or a wholesale Revolve placement. She is one tab away from leaving. The onsite experience cannot just convert, it has to finish the impulse before the feed pulls her away.
Michael J. McBride
Founder & CEO, Atelier Commerce
We were brought in to run the search, merchandising, and recommendations program for a feminine, occasion-led fashion brand on Shopify. The shopper arrives off Instagram, TikTok, or a wholesale Revolve placement. She is one tab away from leaving. The onsite experience cannot just convert, it has to finish the impulse before the feed pulls her away.
Michael J. McBride
Founder & CEO, Atelier Commerce
We composed the recommendations engine for completion velocity rather than long-tail consideration, tuned merchandising to a dual-cohort millennial-and-Gen-X shopper, and let the wholesale halo feed back into D2C. The trailing twelve months show a brand where every growth metric moved at once: revenue up +17.6% YoY ($366K net new), transactions up +15.4%, AOV up +1.9%, and engaged sessions up +47.1% on +18.9% more raw sessions. The cleanest growth chart there is.
We composed the recommendations engine for completion velocity rather than long-tail consideration, tuned merchandising to a dual-cohort millennial-and-Gen-X shopper, and let the wholesale halo feed back into D2C. The trailing twelve months show a brand where every growth metric moved at once: revenue up +17.6% YoY ($366K net new), transactions up +15.4%, AOV up +1.9%, and engaged sessions up +47.1% on +18.9% more raw sessions. The cleanest growth chart there is.
Creative сhallenges
Feminine, occasion-led fashion lives in one of the hardest corners of e-commerce. The shopper is younger, more impulsive, more feed-driven, and more likely to abandon the cart for the next thing that catches her eye on social. Recommendations tuned for long-tail consideration lose her. The work was to compose the engine for completion velocity, same dress in three more colors, the earrings that go with the dress, the friend piece that turns the look into an outfit, so the recommendation finishes the impulse rather than extending the deliberation.
The second challenge was the dual-cohort audience. Most contemporary fashion brands at this AOV skew either Gen Z TikTok-native or working women in their late 30s and 40s. Endless Rose converts both, and the wholesale halo from Revolve and Nordstrom is built around exactly that 25 to 44 corridor. The merchandise stack had to read cleanly for both cohorts at the same time, the 28-year-old buying for Saturday night and the 42-year-old buying for a charity gala, without flattening to the platform default. The third challenge was making every growth metric move at once. Most contemporary fashion brands are choosing between transactions and basket, between sessions and conversion. The brief was broad-based growth, sessions, users, orders, AOV, engaged sessions, revenue all positive year over year, in a category where most operators have to pick.
Creative сhallenges
Feminine, occasion-led fashion lives in one of the hardest corners of e-commerce. The shopper is younger, more impulsive, more feed-driven, and more likely to abandon the cart for the next thing that catches her eye on social. Recommendations tuned for long-tail consideration lose her. The work was to compose the engine for completion velocity, same dress in three more colors, the earrings that go with the dress, the friend piece that turns the look into an outfit, so the recommendation finishes the impulse rather than extending the deliberation.
The second challenge was the dual-cohort audience. Most contemporary fashion brands at this AOV skew either Gen Z TikTok-native or working women in their late 30s and 40s. Endless Rose converts both, and the wholesale halo from Revolve and Nordstrom is built around exactly that 25 to 44 corridor. The merchandise stack had to read cleanly for both cohorts at the same time, the 28-year-old buying for Saturday night and the 42-year-old buying for a charity gala, without flattening to the platform default. The third challenge was making every growth metric move at once. Most contemporary fashion brands are choosing between transactions and basket, between sessions and conversion. The brief was broad-based growth, sessions, users, orders, AOV, engaged sessions, revenue all positive year over year, in a category where most operators have to pick.
Finish the impulse, on both cohorts
Surface
Behind the engine, the merchandise composition reads cleanly for both cohorts the brand actually converts. 92.0% of identified revenue is female, the single cleanest gender signature in the Atelier portfolio. 25 to 34 and 35 to 44 are essentially tied at roughly 29% each of identified revenue, a dual-cohort corridor that almost no contemporary fashion brand achieves. The basket lives in occasion-fashion metros, New York, Dallas, Chicago, Los Angeles, and the international signal points to Mexico converting at a $154 AOV against a US baseline of $121. Every dimension that should grow, grew. Sessions up. Users up. Orders up. Revenue up. AOV up. Engaged sessions scaled 2.5 times faster than raw sessions, which is the leading indicator that says the engine has room left to compound into next year.
Finish the impulse, on both cohorts
Surface
Behind the engine, the merchandise composition reads cleanly for both cohorts the brand actually converts. 92.0% of identified revenue is female, the single cleanest gender signature in the Atelier portfolio. 25 to 34 and 35 to 44 are essentially tied at roughly 29% each of identified revenue, a dual-cohort corridor that almost no contemporary fashion brand achieves. The basket lives in occasion-fashion metros, New York, Dallas, Chicago, Los Angeles, and the international signal points to Mexico converting at a $154 AOV against a US baseline of $121. Every dimension that should grow, grew. Sessions up. Users up. Orders up. Revenue up. AOV up. Engaged sessions scaled 2.5 times faster than raw sessions, which is the leading indicator that says the engine has room left to compound into next year.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
