When VYBES first came to us, their emails were basic, off-brand, and completely out of sync with their premium rhinestone pieces. Every send was just another discount code. No story, no build-up, and no real showcase of the quality behind the brand, which capped email revenue at around $41,000 per month.
We rebuilt everything inside Klaviyo: a proper flow stack, better segmentation, and campaign calendars built around drops, content, and culture, not just discounts. Every send was redesigned to feel like VYBES: bold, premium, and worth opening.
The calendar is what most streetwear brands get wrong. VYBES sells drops and identity, not discounts, so we built the rhythm around launches: teaser sends that build the story, launch-day campaigns, education emails about heavyweight cotton and heat-pressed rhinestones, styling content, and last-chance sends with honest deadlines. Discount campaigns still exist, but they are events with names and rules, not a weekly apology to the list.
Six months in, email and SMS attributed revenue sat at $318,501 per month, 45% of a store that had itself grown from $149k to $711k per month. During Black Friday week alone, the same audience produced $130,757 from email and SMS, 57% of that week's total revenue.
Month by month it looked like this. Month one: audit, segmentation rebuild, and the full flow stack live, welcome through winback. Months two and three: the drop calendar took over, with teaser and launch sequences replacing the weekly discount blast, and the first SMS sends layered in. Months four to six: compounding, with A/B tests on heroes and offers every week and the BFCM machine built on top of an already-warm list.
Inside the program today: eight live flows led by a checkout abandonment sequence that answers sizing and shipping questions instead of nagging, a campaign calendar that ships three to four sends a week between drops and daily sends during them, and an SMS layer reserved for launch moments and last-hours deadlines. Every hero is built on the same rule we published in our hero checklist: one message, offer above the fold, one obvious next step. The 19 designs in the gallery are pulled straight from this calendar.
For streetwear and drop-based brands, the lesson is that your list is not a discount channel, it is your hype channel. The audience already wants the story, the fit pics, and first access; emails that deliver those earn attention that discounts can never buy back. If your sends look like everyone else's 10% off template while your product sells identity, that gap between 28% and 45% of revenue is sitting in your Klaviyo unclaimed.
Would this work for my streetwear brand?
How long did the VYBES results take?
What did VYBES pay for this?
