Devon + Lang — Comfort-Driven Apparel Brand Scales Growth with Shopify Optimization

BUSINESS CHALLENGES

Since its launch in 2019, Devon + Lang experienced organic growth through direct-to-consumer (D2C) channels. However, as the brand expanded its product line and audience, several challenges surfaced:

• Underperforming online conversions: While traffic was steady, the brand struggled to consistently convert casual browsers into buyers.
• Limited customer insight: Devon + Lang needed better data on customer preferences to inform product decisions and marketing strategies.
• Product strategy clarity: As the product range grew, prioritizing SKU development and inventory planning became more complex.
• Cash flow optimization: The company sought ways to tie product research and customer feedback directly to financial performance.

In order to address these challenges and enhance their Shopify-powered storefront performance, Devon + Lang focused on gaining actionable customer insights and optimizing their product roadmap.

STRATEGIC SOLUTIONS & IMPLEMENTATION

To turn data into growth, Devon + Lang partnered with advanced customer analytics tools and applied these tactics:

1. Customer Feedback Integration: The team implemented a customer-centric survey strategy (using tools like Gojiberry’s 5-Second Test) to capture post-purchase feedback and product interest directly from users.
2. Data-Driven Product Insights: By aggregating direct customer feedback with Shopify analytics and performance data, the brand was able to identify high-impact products and underperformers. This informed inventory planning and product prioritization, enabling smarter decisions.
3. Optimised Product Roadmap: Validated customer preferences. Comfort and inclusivity were core purchase drivers, so new product collections (including gender-inclusive designs and the popular LOVED. Be Seen Collection) were developed to align with these insights.
4. Marketing Alignment: Insights from customer surveys fed back into marketing messaging across Shopify product pages, email campaigns, and social channels — ensuring that value propositions resonated with the audience most likely to convert.