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Original
2026-01-01
Modified
2026-03-10
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<p><a>DKNY</a>is designer Donna Karan’s love letter to New York street style-or “the energy, the colors, the collision of personalities and styles from all over the world that give New York its heart and soul,” as she puts it.</p>
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<p><a>DKNY</a>is designer Donna Karan’s love letter to New York street style-or “the energy, the colors, the collision of personalities and styles from all over the world that give New York its heart and soul,” as she puts it.</p>
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<p>Founded in 1989 with a denim focus, the brand has grown into a household name in fashion. Today, DKNY sells an eclectic, always-changing array of apparel, accessories, and shoes online and in brick-and-mortar stores.</p>
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<p>Founded in 1989 with a denim focus, the brand has grown into a household name in fashion. Today, DKNY sells an eclectic, always-changing array of apparel, accessories, and shoes online and in brick-and-mortar stores.</p>
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<p>But recently, DKNY had a huge opportunity to improve their email efficiency.</p>
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<p>But recently, DKNY had a huge opportunity to improve their email efficiency.</p>
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<p>The brand had a massive subscriber base, but their revenue driven by Klaviyo (Klaviyo-attributed value, or KAV) was relatively low compared to their list size. </p>
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<p>The brand had a massive subscriber base, but their revenue driven by Klaviyo (Klaviyo-attributed value, or KAV) was relatively low compared to their list size.</p>
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<p>DKNY had been sending general, frequent campaigns, and they felt like they were oversaturating their audience with messages, according to Griffin Hawkinson, director of CRM and loyalty at AM Retail Group, who manages lifecycle marketing for DKNY.</p>
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<p>DKNY had been sending general, frequent campaigns, and they felt like they were oversaturating their audience with messages, according to Griffin Hawkinson, director of CRM and loyalty at AM Retail Group, who manages lifecycle marketing for DKNY.</p>
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<h2>Use channel personalization to grow KAV</h2>
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<h2>Use channel personalization to grow KAV</h2>
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<p>AM Retail Group wanted to cut down DKNY’s send volume and take a more personalized approach. One way they did this was by fine-tuning their welcome email automation. </p>
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<p>AM Retail Group wanted to cut down DKNY’s send volume and take a more personalized approach. One way they did this was by fine-tuning their welcome email automation.</p>
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<p>Now, when someone signs up for email at check-out in a brick-and-mortar store, the contact gets added to Klaviyo via API, and their first welcome flow email includes an in-store-only discount barcode-incentivizing them to buy again from the same retail channel. </p>
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<p>Now, when someone signs up for email at check-out in a brick-and-mortar store, the contact gets added to Klaviyo via API, and their first welcome flow email includes an in-store-only discount barcode-incentivizing them to buy again from the same retail channel.</p>
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<p>If someone signs up online, on the other hand, they go down a different branch of the flow-and get an ecommerce discount code in their first email.</p>
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<p>If someone signs up online, on the other hand, they go down a different branch of the flow-and get an ecommerce discount code in their first email.</p>
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<p>Now, the brand drives 30% of KAV from automated flows.</p>
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<p>Now, the brand drives 30% of KAV from automated flows.</p>
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<h2>Get similar results </h2>
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<h2>Get similar results</h2>
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<p>Your business can leverage personalization in automations with Klaviyo, too. Here’s how:</p>
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<p>Your business can leverage personalization in automations with Klaviyo, too. Here’s how:</p>
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<ul><li><a>Read the full DKNY x Klaviyo case study </a></li>
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<ul><li><a>Read the full DKNY x Klaviyo case study</a></li>
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<li><a>Learn how to send targeted messages </a></li>
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<li><a>Learn how to send targeted messages</a></li>
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</ul><p>Power smarter digital relationships with Klaviyo</p>
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</ul><p>Power smarter digital relationships with Klaviyo SMS.</p>
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<p><a>Start now</a></p>
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<p><a>Get started</a></p>
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