Brand Overview

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Jaded London is one of the most exciting names in UK fashion. Founded by siblings Jade and Grant Goulden, the brand has become a cult favourite among Gen Z and global style influencers alike. Known for bold prints, expressive silhouettes and an unapologetic attitude, Jaded London has built a community that doesn’t just wear fashion — they live it.

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From viral festival fits to sought-after streetwear capsules, the brand’s momentum has been driven by its ability to stay ahead of the curve. But as demand surged globally, the team saw a new opportunity: use mobile to turn hype into long-term loyalty.

The Challenge

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Breaking Free from a Rigid, Templated App Experience

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Before partnering with Venn Apps, Jaded London already had a mobile app — but it wasn’t delivering. A templated, inflexible structure meant the brand couldn’t replicate the energy or visual identity of its website. Conversions suffered, and the app felt disconnected from Jaded’s bold, expressive aesthetic.

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For a brand built on design and digital culture, the gap between brand and experience was too wide. Jaded needed a high-performance mobile app that felt immersive, fully branded, and optimised for conversion — one that could meet the expectations of their fast-moving Gen Z audience.

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The Solution

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Design-Led, On-Brand, and Built to Perform

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Jaded London partnered with Venn Apps to launch a mobile app that truly captured the look and feel of the brand. A design-first approach brought visual parity with the website, incorporating full-bleed imagery, custom fonts, stylised icons, and a sleek UI that mirrors Jaded’s signature aesthetic.

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From home screen to checkout, the app was designed to immerse customers in the Jaded universe — fast, expressive, and culturally relevant.

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Enhanced PDPs That Drive Conversion

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Knowing the product page is where purchase decisions are made, Jaded focused heavily on improving PDP performance. The app introduced a series of enhancements to make the shopping experience more immersive and intuitive:

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Vertical swipe animation allows users to browse through products in a TikTok-style flow, creating a more natural discovery experience for Gen Z shoppers.

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Sticky CTAs keep the “Add to Bag” button always visible as users scroll, reducing friction and making conversion easier.

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Larger, full-bleed product images highlight garment details and bring the brand’s editorial energy into the purchase journey. Additionally crucial care and styling advice stored in Metafields is carried over from the online store.

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These updates have been instrumental in increasing the app’s overall conversion rate — now more than double that of the online store.

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Push Notifications That Power Retention

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Push notifications have become one of Jaded’s most effective retention tools. With the app now serving as a direct line to their most engaged customers, the team uses targeted push campaigns to alert users to new drops, restocks, and promotions.

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This real-time engagement has had a measurable impact: app customers return 40% more often than those shopping via the website. Unlike email or paid ads, push gives Jaded instant, no-cost access to their most valuable shoppers — encouraging frequent, repeat engagement that builds long-term loyalty.

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Results

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Stronger Conversions, Greater Loyalty, and Revenue Growth

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Since relaunching their mobile app with Venn Apps, Jaded London has transformed mobile into a core revenue channel — one that  looks the part while delivering real revenue growth.

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+110% Higher Conversion Rate

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The app now converts at more than double the rate of the website, thanks to a refined UX and improved design for mobile-first shoppers.

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+40% Higher Spend Per Customer

App users spend 40% more per transaction, driven by high-impact visuals, effective push notifications and faster, more confident purchasing.

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3.3x Faster Revenue Growth

App revenue has grown 3.3x faster than the online store over the past 12 months. Today, the app contributes 15% of total revenue, despite serving a smaller slice of Jaded’s total customer base.

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Summing Up

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With its new mobile app, Jaded London has transformed a limited, templated experience into a fully branded platform that converts better, keeps customers coming back, and captures the energy of the brand at every touchpoint.

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By focusing on immersive design, high-impact UX, and smart retention tools, the brand has built a mobile experience that not only delights its customers but delivers serious commercial impact.