DKNY powers smarter digital relationships with 1.2M+ active subscribers using Klaviyo
DKNY is designer Donna Karan’s love letter to New York street style—or “the energy, the colours, the collision of personalities and styles from all over the world that give New York its heart and soul,” as she puts it.
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.
Learn how automations and Klaviyo AI have helped DKNY boost email efficiency
Challenge
When Griffin Hawkinson started as director of CRM and loyalty at AM Retail Group—managing lifecycle marketing for DKNY and 4 other fashion brands—he saw an opportunity to improve DKNY’s email efficiency.
The brand’s massive subscriber list wasn’t reflected in their engagement or Klaviyo-attributed value, or their revenue driven by Klaviyo. DKNY had been sending general, frequent campaigns, and “it felt like we oversaturated our list with messaging,” Hawkinson says.
Solution
AM Retail Group wanted to improve DKNY’s core metrics by cutting down on volume and taking a more personalized approach.