Overview
abacaxi is a fashion and lifestyle brand by South Asian-American designer Sheena Sood, balancing bold color, handcrafted textiles, and an innovative play on traditional design.
I was brought on to consult and execute the brand’s e-commerce strategy ahead of its rebrand and showcase at New York Fashion Week FW22. My role included developing the migration plan, Shopify CMS and SEO setup, so that the digital experience better reflected the brand’s evolving identity and was technically equipped to scale.
My contributions:
TIMELINE
Jan - May 2022
PROCESS
E-commerce strategy for site migration
Shopify CMS setup and SEO
Klaviyo integration for lifecycle marketing
Performance tracking and insights
Paid and organic campaign strategy
Creative direction and marketing execution
TOOLS
Shopify
Google Analytics
Google Search Console
Google Tag Manager
SEMrush
Meta Ads
Figma
Klaviyo
Mailchimp
TEAM
E-commerce consultant for founder Sheena Sood
abacaxi is at the intersection of fashion, craftsmanship, and cultural storytelling. As an independent, slow-fashion brand operating outside of the fast-fashion system, it was important to differentiate the label as intentionally designed, sustainably made and uniquely handcrafted by artisans around the world. Challenges included:
To address these challenges, I worked with the founder and development team to reimagine abacaxi's digital presence both creatively and operationally. Our goal was to build an e-commerce experience that showcased the brand's artisanal storytelling while establishing the technical frameworks for growth.
TECHNICAL SETUP
The migration to Shopify began with a site architecture redesign, from static to CMS-driven structure, improving content SEO, internal linking, crawl depth and discoverability.
LIFECYCLE MARKETING
To improve retention and conversion, I integrated Klaviyo for email and SMS, creating automated flows for welcome, post-purchase and promotional journeys. It was imperative in the rebranding to align the brand voice and visual tone of abacaxi's communications with a cohesive brand universe across all touchpoints.
I also established and tracked performance metrics, including open rate, click-thoroughs, and sales, to gather insight on engagement and best performing content.
GROWTH
Leading up to and following the NYFW FW22 showcase, I also focused on scaling abacaxi’s digital footprint and driving audience growth to build momentum around the new collection. This included:
35% lift in organic traffic in the 3 months following the rebrand and site migration to Shopify.
12% increase in engagement and repeat purchases after implementing lifecycle email and SMS flows.
40% growth on Instagram and 60% increase on TikTok in reach and engagement from paid and organic campaigns.
Optimized site performance and UX, leading to increased conversion and time per session.
Built scalable analytics and CMS infrastructure for long-term growth.