30% fewer dress returns, without scaring off buyers.
A women’s fashion retailer selling in stores and online. One system for stock, returns, loyalty and ads.
- Returns and sizing
- CRO and A/B tests
- Loyalty relaunch
- SKU system
- Meta and Google ads
- Site refresh
Read it with: figures come from BLOOM10X’s records of the engagement. American Threads owns the accounts and we no longer have access, so this page shows no platform screenshots. One client’s history, not a forecast.
Stores and a site that didn’t talk.
American Threads sells women’s fashion in its own stores and on Shopify. Its customers were growing up, and the brand needed to grow with them.
Michael Bui worked with American Threads from 2024 to early 2025, first on contract through Materia Ventures, the company behind BLOOM10X, then in-house.
Growth that leaked at the edges.
Bracketing
Shoppers bought a dress in two or three sizes and sent the rest back. Returns ate the margin.
Stock that didn’t match
Store and online SKUs used different names, so counts were wrong and orders were missed.
A flat conversion rate
The site had stopped improving, and ads on Meta, Google and TikTok weren’t built around what sold.
A brand aging up
The core customer had outgrown a fast-fashion look and wanted something more polished.
Six fixes, one system.
Sizing tool and a restocking fee
A size recommender on product pages, clearer fit details, and a restocking fee on dresses and rompers to discourage bracketing.
CRO and A/B tests
A behaviour audit, then tests on checkout, mobile navigation and product page layout.
Loyalty relaunch
Clear tiers and better rewards, with email and SMS flows by lifecycle stage and segmented recommendations.
One SKU system
One naming convention across stores and the site, ready for Shopify POS to sync pricing, promos and stock.
Ads rebuilt
Campaigns rebuilt around proven categories and higher-intent audiences, with new on-brand video templates.
A more polished site
A refreshed design, tighter collections and clearer navigation for an older, higher-spending customer.
What changed, fix by fix.
Before and after each fix
Dresses drove the returns, and the fix.
Fitted styles
The most bracketed category. Fit notes and size recommendations went here first.
A more polished line
Product pages and collections rebuilt around the elevated styles the older customer wanted.
Product photos: American Threads. More on our fashion marketing.
Five lessons for fashion retailers.
Returns are a margin problem
Fit help plus a small fee on the worst category cut returns 30% without hurting sales.
One SKU system first
Stores and site can’t sell the same stock if they don’t name it the same way.
Test before you redesign
Checkout and navigation tests lifted conversion 20% in six months.
Loyalty needs clear rewards
Simple tiers and lifecycle emails brought repeat purchases up 25%.
Grow with your customer
When the buyer ages up, the site and ads have to follow.
