Read how Subdued got 50% in-app sales during Black Friday and why the fashion brand decided to invest in a mobile shopping app.
talk to an expert
Sonia Giogini
Global eCommerce Manager
About the Brand
Subdued
Subdued is a brand for fun-loving, strong and independent teenagers. Teens, their universe and lifestyle are what inspire the designs. Founded in the 90's in Italy, the brand has always aimed to bring something special to each piece of clothing, making it unique and different from the mainstream. “Our design team is Italian and Italian heritage shines through everything we do. We have 130 stores around the world, including major cities like Paris, Rome, London, Madrid, Amsterdam and Berlin.”
75% of our customers browse and shop via mobile
The Challenge
Sheida Ngoi, UX Manager at Subdued: “In our case 75% of our customers – mostly Gen Z and Millennials – browse and shop via mobile devices. Giving our customers the best experience possible on every channel has been the goal from day one. By adding an app, we not only provide a perfect user experience and seamless checkout. It's also a way to communicate more directly with our fan base about new collections and our latest sale via push notifications and in-app messaging. It's a perfect tool to drive brand loyalty and repeat purchases. That's why we looked for a mobile app provider.” eCommerce manager Sonia Giogini adds: “Having an app allows us to meet our customers where they are, and provide a shopping experience that aligns with their interests.”
Sheida Ngoi
UX Manager, Subdued
The Solution
Sheida Ngoi says: “We chose JMango360 for multiple reasons. They offer a competitive price thanks to the monthly plan, but at the same time they seemed very professional and prepared for their job.”
“Our e-commerce project is complex so we were looking for a partner that was able to play the double role. Not only as an app development expert, but also as a consultant. We wanted a partner that would advise us on how to profit from our app and how to promote it at its best.”
“After more than 1 year collaborating with the team of JMango360 we are totally satisfied with our partnership.”
The results
The app was launched just before the Holiday Season. Thanks to a successful launch campaign to drive downloads, 50% of the online revenue ran through the app during Black Friday.
“That was above and beyond all of our expectations!”, Sheida Ngoi says. “We reached 100K app downloads in less than two months and our organic downloads keep growing every day.”
Their team sends out push notifications to drive sales even further. “Using push messages is a very powerful way to get more brand awareness and has contributed to our increase in sales of an average of 8% month over month.” And it is not just about extra sales: the app holds an average rating of 4.5 stars. “The customer experience in the app is easy and intuitive and the users move quickly between our product catalog.”
