Big Fish Clothing needed a retention approach that could match a large big and tall menswear catalogue, a steady flow of new arrivals, and the need to keep repeat customers engaged without making every message feel the same.
Big Fish Clothing serves a clearly defined menswear audience, with the public site built around size-led shopping, new arrivals, and regular promotional activity. That makes retention work more specific than a generic fashion brief because fit, relevance, and merchandising all have to line up properly.
For a store with strong category breadth and regular trading moments, customers need communication that helps them discover relevant products without being buried in undifferentiated promotions. A better retention model gives campaigns, new-arrival messaging, and lifecycle communication clearer roles.
The work centred on making the retention layer more deliberate rather than simply sending more messages. That meant clearer campaign planning, stronger lifecycle thinking, and a better fit between what the store is selling and how the inbox is being used to support it.
For a retailer like this, the gain is not just volume of activity but clarity of purpose. A more structured retention approach makes the email channel more useful commercially and helps the customer experience feel more relevant over time.
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