Full online store and email marketing built from scratch. 4.2× ROAS in 8 weeks.

Strong brand. Weak foundation.

William Fan Studio is an established Berlin design label. Known in the industry, loved by the community, with a clear brand identity. The problem: no digital foundation. The existing store was aesthetic but not conversion-optimized. Email marketing? Nonexistent. Meta Ads ran without structure. No funnel, no system, no measurable outcome.

The paradox many fashion brands face: the stronger the physical brand identity, the weaker the digital conversion infrastructure. Beauty doesn't sell itself. It needs a system that turns traffic into buyers.

Store, ads, and email as one system. Not three projects.

We rebuilt the online store from the ground up while setting up the complete email marketing system in parallel. Alongside that: a structured Meta Ads funnel with a clear separation between cold and warm traffic. Everything as one connected system — not three isolated efforts.

• Shopify full rebuild: new product page architecture with material details, social proof elements, and an optimized add-to-cart flow
• Email marketing system: full Klaviyo setup — welcome series, abandoned cart, post-purchase flows, newsletter strategy
• Meta Ads funnel: three-stage full-funnel — TOF awareness, MOF engagement, BOF retargeting — with dedicated creative sets per phase
• Creative system: modular ad creatives iterated weekly based on performance data
• Audience architecture: lookalikes from buyer data, interest stacking, custom audiences from website traffic

Weeks 1–3: foundation. Weeks 4–8: scale.

The first three weeks were pure build: store rebuild complete, tracking clean, email flows live, first campaigns running. From week four, budgets increased incrementally — only when unit economics allowed. No speculative scaling.

After eight weeks: 4.2× ROAS stable, conversion rate up 38%, email channel established as a standalone revenue driver. William Fan Studio now has a complete digital business. Not just a store that looks good — one that works.