Overview
Marlét Clo is a luxury streetwear brand launching its debut headwear capsule. The brief was to build a Shopify store that matched the brand's identity — dark, minimal, high-end — and set up the infrastructure needed to launch and market the collection from day one.
The project covered the full stack: store build, bespoke theme customisation, email marketing setup, DNS and deliverability configuration, and a live Meta Ads operation to drive traffic to the drop.
Scope
Built the full Shopify store from scratch — product setup, collection architecture, checkout flow, and a bespoke theme customisation to match the brand's dark, minimal aesthetic. Typography, spacing and colour decisions were made to position the brand at the premium end of the market.
Configured full DNS authentication for transactional and marketing email — SPF, DKIM, and DMARC records set up and verified to ensure order confirmations and campaigns land in the inbox rather than spam. Resolved existing deliverability issues that were affecting customer communication.
Set up and actively managed Meta Ads campaigns targeting GB, IE, and US markets. Instagram-only placements with CBO budget structure, optimised for purchase events. Ongoing creative direction, audience refinement, and performance analysis to drive traffic to the drop.
Investigated and addressed abandoned checkout issues — analysing drop-off points, reviewing checkout UX, and implementing fixes to recover lost conversions. Ongoing discount logic management and promotional mechanics on Shopify.
Stack