12th Tribe Case Study With Verified Results
12th Tribe, Shopify Redesign and Social Media Program
12th Tribe is a women’s fashion brand founded by Demi Marchese, known first for festival and travel fashion and now selling dresses, matching sets, denim, bridal looks, vacation outfits, going-out styles, and everyday clothing. Social discovery is central to the brand, so the Shopify website and the social presence had to work as one shopping experience. Egochi redesigned the storefront and built the social program that turns outfit inspiration, creator content, and community engagement into measurable ecommerce growth.
The Challenge
The brand had a distinctive visual identity, but the previous website did not make collections or complete looks easy to discover. Customers arriving from Instagram hit a disconnect between the content that inspired them and the products on the site, and navigation leaned on individual products instead of the occasions that drive fashion purchases: festivals, vacations, weddings, date nights, parties. The brand also needed a consistent social content system that grows the audience while sending interested followers to shoppable collections.
Strategy & Solution
Egochi redesigned the Shopify storefront around how 12th Tribe customers actually discover and buy fashion: navigation and collection paths organized by product type, occasion, and complete outfit, with curated shop-the-look merchandising connecting dresses, sets, tops, bottoms, and accessories. The social strategy positioned 12th Tribe as a source of outfit inspiration, with styled looks, collection launches, creator partnerships, customer content, shoppable posts, and social-to-Shopify conversion tracking.
Results
- +90% Instagram Follower Growth
- +65% Shopify Conversion Rate
- +$200K Added Monthly Revenue
The integrated Shopify and social program grew the Instagram audience 90% and lifted the Shopify conversion rate 65%, contributing roughly $200,000 in additional monthly revenue. The real win was the connection: social visitors land on the complete looks that caught their attention and buy them. Sources: GA4, Shopify Analytics, Meta Ads Manager, Instagram Insights, TikTok Analytics, Shopify Order Reports, Supermetrics.