Case studyApparel brand
Apparel brand: a seasonal business where every month beat the year before
A gift-season business that makes more than half its channel revenue in December. Across the eleven months we have run it, every single month beat the same month a year earlier — the peak and the quiet middle alike.
The challenge
One enormous month, and eleven quiet ones
December is more than half the year here. The temptation with a business shaped like this is to spend eleven months waiting for the twelfth, and that is roughly what had been happening: campaigns stopped entirely between February and August 2025, the channel ran on automations alone, and revenue drifted down to $1.1K in June.
Two problems, not one. The peak needed to be bigger. The eleven months around it needed to exist at all.
The approach
Make the peak bigger and the trough shallower
December did $914K against $133K the year before. None of that is decided in December — it is list growth, segmentation and warm-up done in the two months before it.
Campaigns had gone dark for seven straight months of 2025. Across the eight months outside peak season, channel revenue went from $74K to $336K.
Flow revenue went from $24.3K a month to $117.5K and now produces four fifths of what the channel earns. That is what makes a seasonal business less seasonal.
The results
Eleven months
The channel produced $1.61M against $365K in the same eleven months a year earlier — 4.4 times as much — and orders went from 272 a month to 1,075.
December is the headline at $914K against $133K. The more useful number is the other eight months: $336K against $74K, up 351%. All eleven months beat their counterpart a year earlier, and the narrowest of those margins was October's +10% — our first month, and we had been there three weeks.
The chart makes one comparison without needing a caption. January to March 2026 — the quarter after our peak, the flattest part of this brand's year — averaged $96.9K a month. The brand's best quarter of the previous year averaged $96.7K. Their old peak is now our off-season.
Figures compare the eleven months from October 2025 against the same eleven months a year earlier, on the brand's own Klaviyo data. Store revenue is only recorded here from August 2025, so there is no like-for-like store comparison available and none is claimed.
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