NICCE is a UK-based brand that draws inspiration from London's diverse culture and music scene. The brand offers mid-priced streetwear and accessories for men and women, including hoodies, tracksuits, activewear and swimwear. The brand name NICCE is derived from the phrase "Niiiiice" which signifies joy and support for others. Founded by Mitchel Galvin-Farnol in 2013, NICCE has established itself as a staple in streetwear.
In 2020, Modernity Marketing was engaged in a 6-month project to optimise NICCE's email communications and to drive direct-to-consumer performance marketing channels. The project also included overseeing the up-skilling of in-house hires, as the brand shifted its focus towards direct-to-consumer sales and international expansion. This strategic move was made in response to the collapse of one of their major wholesalers, Arcadia.
WHAT WE ACHIEVED:
• Increased email open rates by 25% and click-through rate by 19%.
• Moved email provider over to Klaviyo, moved away from 'batch and blast' strategy, launched personalised auto-trigger emails for customer flows; welcome, abandon cart / browse, customer review, cross-selling and more.
WHAT WE ACHIEVED:
• Increased email open rates by 25% and click-through rate by 19%.
• Moved email provider over to Klaviyo, moved away from 'batch and blast' strategy, launched personalised auto-trigger emails for customer flows; welcome, abandon cart / browse, customer review, cross-selling and more.
• Segmented promotional communications based on lead, at risk, or lapsed customer status or if a customer had made 1,2,3+ purchases. Advancing the strategy did not add to workload; as we built templates and utilise the dynamic content rules to personalise the content and improve performance.
• Up-skilled marketing team across Klaviyo, Shopify, data analysis and tracking tools, A/B testing, paid social media marketing strategies, content marketing, email marketing, Google Ads, video marketing, influencer marketing, and mobile optimised responsive design.
