Apparel & Lifestyle
True Classic
By executing fast, operating with precision, and embedding deep into the brand’s data and lifecycle journey, New Standard Co. helped True Classic optimize for LTV, repurchase rate, and time between orders. Within the first 30 days, new flows were live, segmentation was rebuilt, and high-performing products were merchandised more strategically across touchpoints. The result: measurable lifts across every core retention metric, 7 figures of incremental revenue in Q4, and a stronger foundation for scale across both email and SMS.
12%
increase in customer LTV across all cohorts
23%
lift in Month 1 repurchase rate
10%
decrease in average days between orders
Challenge
True Classic, a $250M+ brand, needed a retention partner who could execute fast, go deep into their data, and operate like an extension of their team. With Q4 approaching and major launches ahead, they needed to increase repurchase rates, reduce time between orders, and grow LTV — all while maintaining profitability at scale. The bar was high: fast execution, zero fluff, and business impact that went beyond vanity metrics.
SOLUTION
True Classic partnered with New Standard Co. to rebuild core lifecycle programs, refine segmentation, and optimize performance across Klaviyo and Postscript. We:
- Audited product-level data, site CVR, repurchase behavior, and merchandising opportunities
- Prioritized high-impact flows like Welcome, Post-Purchase, and Winback within the first 30 days
- Rebuilt segmentation for more efficient campaign targeting and revenue attribution
- Optimized flows to promote high RPR and CLV products based on purchase behavior
- Launched cohort-specific tests to reduce time between purchases and increase second-order conversions
- Integrated app download CTAs and membership touchpoints to maximize value across the customer journey
What We Did
Repurchase Rate Optimization
Drove a 23% lift in Month 1 repurchase rate
CLV Growth
Increased customer LTV by 12% across Q4 cohorts
Order Frequency Acceleration
Reduced average days between orders by 10%
Lifecycle Execution at Speed
Built and launched new flows within 48 hours of signing
Strategic Merchandising
Reworked Post-Purchase and Winback flows based on product-level insights
Team Integration
Collaborated cross-functionally with app, membership, and data teams
Results in Action
23% lift in repurchase rate (Month 1)
12% increase in customer LTV
10% decrease in average days between orders
Q4 lifecycle programs launched within 48 hours
App and membership touchpoints integrated into retention strategy
BEFORE
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AFTER
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