How an organic fashion brand transitioned from using an agency and Klaviyo to achieving fully hyper-personalized autonomy.
LOVJOI is a sustainable women's fashion label that was founded in 2014 by Verena Benz and combines timeless, feminine fashion with a clear sense of responsibility for people and the environment.
The majority of the collection is produced in the company's own factory in Dürmentingen, where Syrian refugees in particular are employed and contribute their craftsmanship skills. Production is supplemented by partner companies in Portugal, Turkey and Italy to ensure short transportation routes and high ecological standards.
LOVJOI relies on high-quality, durable materials such as organic cotton, Tencel, Cupro and recycled polyester - all vegan, certified and processed in such a way that they combine minimalist design with conscious sustainability.
LOVJOI was faced with the challenge that the responsible marketing manager was clearly overwhelmed with the requirements in the area of CRM. In addition to email marketing, she was responsible for many other tasks, but had little training and experience in dealing with complex CRM systems.
The tool used, Klaviyo, proved to be particularly difficult: the user interface was complex, the learning curve was very steep and the implementation of automation flows required a lot of time and specialist knowledge.
Added to this was the special nature of the LOVJOI range - the outfits are very individual, so the aim was to suggest suitable complementary items after a purchase. Rule-based logics quickly reached their limits here, as they could not adequately reflect the stylistic diversity and individual combination options of the products.
To close this gap, LOVJOI planned to commission an external agency to professionally manage Klaviyo and implement the desired flows - a solution that would have been associated with high costs and dependence on external expertise.
LOVJOI found the solution with Avys, which was fully integrated within one day. As Avys is inherently proficient in all relevant CRM strategies, the marketing team did not require any additional training or complex familiarization.
Thanks to its AI-supported vision and language understanding, Avys was able to capture and semantically interpret all of LOVJOI's products, enabling it to put together suitable product ensembles - similar to a human stylist. This meant that the long-awaited cross-selling was finally possible.
As LOVJOI has a very specific and brand-typical way of communicating, Avys was clearly instructed to adopt this language style consistently. This made it possible to implement hyper-personalization without diluting the strong brand language in email marketing - a decisive step in addressing customers individually while preserving the unique character of the brand.
This made it possible to achieve superhuman results without human intervention - and for only a fraction of the cost compared to Klaviyo in combination with an agency.
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