Quince —
Lifecycle Email System
Overview
Developed a comprehensive lifecycle email ecosystem for Quince, built to increase repeat purchase and strengthen long-term customer retention. The system reinforces Quince’s “accessible premium quality” positioning while guiding customers through each stage of their brand journey.
Challenge
Move beyond template redesign to create a full customer journey from scratch. The system needed to reflect Quince’s minimalist, “inexpensive expensive things” philosophy while driving acquisition, second purchase, and re-engagement in a competitive DTC market.
Solution
Designed a responsive, multi-stage email framework spanning prospect welcome, customer onboarding, second purchase, abandoned cart, and winback flows. Established a cohesive visual and messaging system that balanced refined brand storytelling with conversion strategy. The ecosystem remains in active use, supporting long-term growth and retention.
Scope & Capabilities
Customer lifecycle strategy / systematic design thinking / brand positioning / email design / responsive design / conversion optimization / direct-to-consumer strategy