FASHION · LIFECYCLE CASE STUDY

Build the follow-up. Keep the personality.

How Thrivelia brought lifecycle flows live, added testing and developed campaign creative while preserving the newsletter Duvin’s team knew best.

Documented work: July–October 2025

01 · THE CHALLENGE

A distinctive brand needs distinctive follow-up.

Duvin’s identity is built around leisurewear and a recognisable sense of personality. The email programme had to support the moments between discovering the brand, considering a product and coming back, while keeping that character intact.

This was work inside an existing programme. Thrivelia added its emails to current flows and later planned a broader campaign handover. The task was to connect creative, offers and timing in a working customer journey, with clear responsibilities between the agency and Duvin’s own team.

That distinction mattered for the Rad Report, Duvin’s editorial newsletter. Its subject matter was specific enough that the brand retained ownership while the wider relationship developed.

02 · THE IMPLEMENTATION

From prepared templates to live journeys.

Make the creative operational

On 16 July, the delivery update recorded email templates ready in Klaviyo and the Alia popup set up. Flow creation and activation were still on the to-do list. By 22 July, the team reported that the flows and popup were live, with Thrivelia’s emails added to existing journeys.

Connect the offer and the timing

The team created Shopify coupon codes for the flows and added subject-line A/B tests and different time delays. These details turned the work into something that could be tested in use. A finished layout alone could not establish whether the offer, message and timing worked together.

Keep the remaining dependencies visible

Post-purchase required separate attention because the existing emails were transactional. The July update still called for confirmation of its setup and timing. The project record therefore distinguishes the live launch from the follow-on work, instead of treating every planned journey as complete.

03 · THE PARTNERSHIP

Leave room for what the brand already does well.

In September, the teams agreed a planned expansion into campaign execution, alongside further welcome, cart and checkout optimisation. Timing, content variations and plain-text experiments were part of that next testing agenda.

The Rad Report stayed in-house. An October update confirmed that Duvin wanted to retain ownership of its specialist newsletter while assessing the agency’s campaigns. This created a useful boundary: the brand could keep its editorial contribution while Thrivelia developed the surrounding lifecycle and promotional work.

October call notes also separated active work from the next roadmap, including SMS monitoring, further flow tests and seasonal campaign planning. Those plans explain the direction of the relationship; they are not presented here as completed results.

04 · THE CREATIVE

Give a collection a story worth following.

The October Elvis × Duvin creative thread developed a three-email concept around an imagined beach performance, translating the collection into Duvin’s own world. The sequence explored the launch, the styling and the wider mood of the capsule.

The lesson is useful beyond this collaboration: a sequence should give the reader a new reason to pay attention at each touchpoint. Repeating the same product announcement with a different subject line adds sends without necessarily adding meaning.

This is documented creative development. It is not a claim that every draft was sent, nor that the sequence produced a verified revenue lift.

05 · THE OUTCOME

A live foundation with testing built in.

The verified delivery milestone is concrete: flows and the popup were reported live in July, with offer codes, subject-line tests and timing variations added. Later records show campaign development and a deliberate division of ownership with the brand.

This first version focuses on implementation and creative decisions. It does not claim a quantified revenue increase or an A/B-test winner.

WHAT TO APPLY

Launch, learn and protect the brand’s voice.

Track two milestones separately: whether the journey is working and whether it is improving performance. Check the offer and timing alongside the creative, then use a clearly defined comparison to evaluate the result. Agree which communications the brand should continue to own.

Scope: documented implementation, planning and creative work from July–October 2025. Brand photography is illustrative. No revenue-growth claim is made.

QUESTIONS ABOUT THE WORK

What this case study shows.

Can an agency build flows while the brand keeps its newsletter?

Duvin Design’s project combined lifecycle launches, testing and campaign creative while preserving the newsletter its team knew best. This illustrates a shared operating model: agree who owns each communication, preserve the brand’s voice and coordinate the calendar so automated follow-up complements the existing editorial programme.

How do campaigns and automated flows work together?

Campaigns give a timely reason to engage, while flows respond to customer actions and lifecycle stages. Coordinate the calendar, offer and exclusions so both serve the same customer journey. Evaluate campaign and flow performance separately before combining the picture; growth in one can hide weakness in the other.

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