RE:STYLE

Digital Wardrobe Solution

With fast fashion contributing significantly to environmental degradation and consumers increasingly demanding sustainable alternatives, RE:STYLE emerged as a comprehensive solution to transform how people interact with their existing wardrobes.

Context & Challange

The fashion industry faces mounting pressure to reconcile consumer demand with environmental responsibility.

Garment overproduction and underutilisation of owned clothing
Lack of tools to maximise existing wardrobe potential
Missing infrastructure for circular fashion behaviours (repair, resale, modification)
Regulatory pressures, including EU Digital Product Passports and extended producer responsibility

I joined RE:STYLE during its pilot phase, despite strong top-of-funnel performance, the product suffered from poor conversion rates at 1.5%, indicating significant friction points in the user journey that prevented users from completing desired actions.

Strategic Approach

Analysis & Research

Conducted comprehensive product analysis to identify key friction points throughout the user journey
Performed user interviews to understand pain points and behavioral patterns
Analyzed user flow data to pinpoint drop-off stages and conversion bottlenecks

Optimisation Strategy

Designed and executed A/B tests for different call-to-action (CTA) variations
Developed data-driven hypotheses for conversion rate improvements
Created optimized user experience designs based on research insights

Retention Strategy

Designed and implemented a comprehensive retention strategy to improve long-term user engagement
Developed user lifecycle programs to increase repeat usage and reduce churn

Results & Impact

Doubled conversion rate from 1.5% to 3%
Successfully implemented new retention strategy, improving user lifecycle metrics
Delivered all optimisations on schedule through effective cross-functional team leadership

This project demonstrated the critical importance of lower-funnel optimization even when top-of-funnel metrics appear strong. The combination of user research, data-driven testing, and strategic retention planning proved essential for sustainable growth in digital sustainability solutions.