A Mobile App Built for a Rapidly Growing Brand

Brand Overview

‍

Blakely Clothing has become one of the UK’s standout success stories, recognised by the Sunday Times for its remarkable growth. The brand has built a strong community through its clean aesthetic, lifestyle-focused storytelling and consistent product quality.

‍

With mobile the dominant way of shopping for their audience, Blakely saw a mobile app as the next step in strengthening retention and providing an improved customer experience. The aim was to give their customers a faster, more personal way to browse the collections and stay close to the brand wherever they are.

A Visual, On-Brand App Experience

‍

The Blakely app was designed to capture the look and feel of the brand from the moment it opens. The layout is calm and functional, allowing the photography and products to lead the experience. Navigation stays clear and direct, which helps customers move through the app without friction.

‍

‍

Product detail pages carry this same attention to identity. Large images, clean information blocks & colour swatches make browsing straightforward. Yotpo reviews also sit naturally within the page, giving customers immediate access to real feedback from the community. 

‍

In addition, the app PDPs support shoppable UGC video, which adds a more social style of discovery that feels familiar to Blakely’s audience. Customers can see pieces worn in real settings and tap straight through to the product, creating a natural bridge between inspiration and purchase.

‍

‍

‍

‍

This mix of brand visuals, community content and clear product information gives the PDPs a strong sense of depth without slowing the experience down. It supports how Blakely’s customers already shop and, most importantly, drives conversions.

‍

‍

Built for Performance and Conversion

‍

Blakely wanted an app that did more than reflect the brand. It needed to drive stronger performance than mobile web. The design and structure of the app support this goal by keeping browsing quick and helping customers see more products in the same session.

‍

‍

This shift has already had an impact. Average order value on the app is 15 percent higher than other channels. Customers spend longer exploring the range and build more confident baskets as a result.

‍

‍

Driving Adoption from Day One

‍

The app made an immediate impression. Shortly after launch, it rose to number forty-four in the App Store charts. This early momentum came from a mix of strong demand, a clear value proposition and an experience that resonates with Blakely’s audience.

‍

The brand used the launch period to highlight app-only benefits, encouraging existing customers to download and explore the new experience. This helped build a strong initial user base and set the stage for long-term engagement.

‍

‍

Strengthening Retention and Community

‍

Blakely’s community has always been central to the brand’s growth. The app brings that community closer, giving customers quicker access to new styles, smoother browsing and a direct channel for updates.

‍

Push notifications play an important role here. They allow the team to share product releases, early access announcements and key updates in a way that feels personal to the customer. Over time, this builds stronger habits and keeps the brand front of mind.

‍

‍

Final Word

‍

‍

The Blakely app raises the standard for what customers expect from a mobile shopping experience. It reflects the brand’s identity, improves performance and creates a direct link between Blakely and its community. With higher AOV, strong early adoption and a growing base of engaged users, the app is already proving its value as a long-term growth channel for the brand.