If your fashion brand is generating $500K or more per year, you’ve already cleared the first hurdle: proving there’s demand. But scaling from here isn’t about more products or more followers—it’s about building systems that drive revenue consistently.
Email and SMS aren’t just part of that system. They are the system.
At Forge, we help growth-stage fashion brands implement Klaviyo flows that turn casual shoppers into loyal customers—and automate revenue in the process. Whether you’re on Shopify or WooCommerce, this article covers the essential Klaviyo flows your clothing brand needs to drive retention, increase average order value, and boost lifetime value.
TL;DR
You’ve hit $500K+? Congrats—that proves demand. Now it’s all about systems, not more followers.
Email & SMS = your revenue engine. Flows run 24/7, personalized to shopper behavior.
Core flows to build first:
Welcome (with real segmentation)
Abandoned Cart (timed, personalized, multi‑channel)
Post‑Purchase (care tips + upsells)
Winback (90‑day re‑engagement)
VIP (treat your top spenders like royalty)
Bonus flows to layer in: Back‑in‑stock, browse abandonment, loyalty, launch hype & more.
Personalization pays off. Klaviyo’s Customer Hub lets you segment by behavior, serve “just for you” carousels on‑site, and power hyper‑targeted email/SMS.
Why it works: Deep Shopify integration, drag‑and‑drop builder, unified customer profiles, and cross‑channel logic drive 2–3X email revenue without extra ad spend.
Next step: Automate your growth—book your free Klaviyo audit » and turn casual shoppers into lifelong fans. 😎
Why Flows > Campaigns (Especially at Scale)
Campaigns are great. You should still send them.
But flows are where predictable revenue is built.
They run automatically, personalized by behavior and timing, and they do the heavy lifting when you’re not launching a collection or running a sale.
Most brands under $1M/year in revenue are only scratching the surface with a few default flows. But by layering in segmentation, behavioral triggers, and cross-channel logic, you can 2–3X your email revenue without increasing your ad spend.
Let’s break down the core flows we build for every serious fashion brand.
1. Welcome Flow (With Real Segmentation)
The goal of the welcome flow isn’t just to deliver a discount—it’s to introduce your brand in a way that builds trust and positions your products as must-haves.
What best-in-class welcome flows include:
- Storytelling: Why your brand exists, who it’s for, and what makes it unique
- Product discovery: Showcase bestsellers or collection categories
- Social proof: Reviews, press, or UGC
- SMS opt-in ladder (if the user hasn’t already subscribed)
- Audience segmentation from the jump—first purchase intent, product interest, etc.
Bonus: Use dynamic content to personalize based on quiz responses or collection interest if you have a PDP quiz or landing page opt-in.
2. Abandoned Cart Flow (Don’t Just Offer 10% Off)
This is one of the highest-performing flows for any eCommerce brand—but most implementations are basic and under-optimized.
What a high-performance abandoned cart sequence looks like:
- Timing: 1hr, 12hr, and 24hr staggered sends
- Content: Show the exact product(s) abandoned with urgency-based copy
- Personalization: Use dynamic blocks based on cart value or category
- Multi-channel: Include SMS reminder for users subscribed on both channels
- A/B test with and without discounting—don’t lead with a promo unless necessary
This flow alone should be driving 5–10% of your monthly revenue.
3. Post-Purchase Flow (Segmented by Product & Customer Type)
This flow is your opportunity to increase retention and reduce buyer’s remorse. It’s also where you plant the seeds for loyalty and upsells.
Your post-purchase experience should include:
- Thank you & what to expect (shipping timelines, return info, etc.)
- Product care tips or styling ideas
- Upsells based on what they purchased
- A request for reviews or UGC
- Segmenting based on one-time vs. repeat buyer for future messaging
When done right, this flow increases repurchase rate and gives customers a reason to keep checking their inbox for your brand.
4. Winback Flow (For Customers Who’ve Gone Cold)
If someone bought from you once but hasn’t come back in 90+ days, they need a reason to return.
Winback flows should be:
- Timed based on your average replenishment cycle (60–90 days for apparel)
- Driven by value, not desperation. Lead with product relevance, then offer an incentive if necessary
- Split-tested with different messaging tones: “We miss you” vs. “You’re missing out”
Add an SMS touchpoint 24–48 hours after the last email to re-engage at the right moment.
5. VIP Flow (Treat Your Best Customers Like Gold)
Top customers spend 3–4x more than the average shopper—and refer others. You should be nurturing them accordingly.
Here’s how we set it up:
- Triggered when someone hits a certain spend or order threshold (e.g. $300 or 3+ orders)
- Includes an exclusive thank-you, a behind-the-scenes offer, or early access to new drops
- Promotes your loyalty program or referral incentive (if active)
- Keeps the emotional connection strong to reduce churn and increase word-of-mouth
Bonus Flows to Layer in as You Scale
- Back in Stock Flow – Alerts for sold-out styles in high demand
- Browse Abandonment Flow – For engaged shoppers who didn’t add to cart
- Loyalty Flow – If you’re using apps like Smile.io or Rise.ai, automate points reminders
- Product Launch Flow – Hype, early access, launch drop, and waitlist re-engagement
We typically see brands add 3–5 of these after they’ve mastered the core 5.
What Makes Klaviyo Work for Fashion Brands
- Deep Shopify integration for real-time triggers
- Visual drag-and-drop builder that’s easy for in-house teams to manage
- Advanced segmentation: past purchases, UTM clicks, collection interest, time since last purchase
- SMS + Email in one platform—timing matters
But tools only work if the strategy behind them is dialed in. That’s where most brands get stuck.
If your clothing brand is serious about scaling in 2025, you can’t afford to leave revenue on the table with half-baked automations.
Email and SMS flows are your 24/7 sales team—they work while you sleep, and they build the brand experience your customers remember (and return for).
Whether you’re using Klaviyo now or looking to upgrade your flows, Forge can help you build, segment, and optimize flows designed specifically for fashion eCommerce.
Book Your Free Klaviyo Audit
Want to know exactly which flows your brand is missing and how much revenue you could be capturing?