A custom Shopify build and Klaviyo email marketing strategy with smart sizing and personalisation from day one.
Scope
UX Website Design, Shopify Development, Email Marketing Strategy, Klaviyo Automation
$200k+
PRE-ORDERS SOLD IN 24 HOURS
750+
ORDERS PLACED IN 12 HOURS
90%
SELL THROUGH IN 24 HOURS
15.94%
EMAIL CLICK THROUGH RATE
$4.37
EMAIL REVENUE PER RECIPIENT
UX
NO TECH GREMLINS ON LAUNCH DURING PEAK TRAFFIC
The Brief
Fearless Swimwear is Lyndi Cohen’s (The Nude Nutritionist) new inclusive swimwear brand, designed to make women feel confident in and out of the water. The hero piece is a one-piece that actually fits real bodies, accounting for different top and bottom sizes.
Fearless needed a website and marketing automation that reflected their ethos: real women, real bodies, and swimwear that actually fits. The goal was to create an online experience that made every customer feel seen, supported, and excited to shop.
Fearless needed a site that made buying effortless (without confusing size charts or dozens of separate products) and an email marketing strategy that felt just as personal, showing customers products and imagery that matched their own fit and style.
What We Did
Website — built for inclusivity and ease
- Magic Sizing for a hero one-piece
Fearless’ flagship swimsuit was designed with a reality most brands ignore: most women aren’t the same size on top and bottom. We built custom product logic so the experience stays simple: pick your top size and the matching bottom sizes instantly filter in (and vice versa). Behind the scenes, it’s multiple SKUs. On the front end? One seamless product with a smart, body-aware fit selector. - Size-specific model gallery
Representation mattered. We built a product gallery that lets shoppers see the swimsuit on models with similar sizing, plus browse through different coverage views. Customers can toggle between models and find the look that feels most like them, making the shopping experience more relatable and confidence-boosting. - Theme-level cart add-ons
Instead of installing an upsell app, we baked cart add-ons straight into the theme using metafields. The Fearless team can now link upsell products to any item in the store, and they’ll automatically appear in the cart: no coding, no clunky add-ons, no extra cost.
Email Marketing Strategy
From day one, personalisation was key. We launched with a quiz that asked customers about their size, preferred fit and coverage. This data flowed straight into Klaviyo as custom properties, so every automated email, including welcome, nurture and abandoned cart, could dynamically pull in products and imagery tailored to that customer. A size 12 customer, for example, will only see size 12 models.
To create launch hype, we built a waitlist-only pre-order. The site stayed password-protected for the public, and at exactly 7.00 pm waitlist subscribers were emailed the password to shop first. This combination of exclusivity and tailored content made the launch feel personal and exciting for every subscriber.
The result? A sales spike that cleared most of the stock overnight, with a conversion rate of 8.84% — all without discounting.