Antwerp, March 2026.

Marketing automation in fashion goes beyond communication, it’s a digital extension of the runway. When done right, it reflects a brand’s artistry, heritage, and long-term relationship with its audience. The most iconic fashion houses don’t just send emails; they craft narratives that merge emotion with data, transforming communities of loyal admirers.

Jacquemus, Natan, and Paul Smith, three fashion houses with distinct aesthetics,  exemplify how a brand’s DNA can translate into unique automation and email strategies powered by Klaviyo.

Jacquemus: Emotion, editorialism, and elegance in automation

In an age where inboxes are constantly flooded, it takes something truly special to cut through the noise. Jacquemus does just that, delivering email marketing that feels intimate, emotional, and unmistakably on-brand. Their approach proves that luxury communication doesn’t need to shout to be heard.

1. Less is more: the power of exquisite, consistent imagery

Jacquemus doesn’t overwhelm with endless product grids. Each email is a curated visual experience: high-quality, editorial-style photography that evokes mood and lifestyle rather than a push to purchase. This consistent aesthetic reinforces the brand’s identity, making every send instantly recognizable.

The June 2025 newsletters, for example, weren’t about a sale, they created an atmosphere. The visuals, tone, and pacing felt more like a slow-burn film than a digital ad.

2. The whisper, not the shout: understated CTAs

Instead of displaying “SHOP NOW” buttons in the face, Jacquemus uses 90% of its inbox experience for displaying pictures which make CTAs blend seamlessly into the design. The effect is one of invitation, not intrusion. This aligns perfectly with the brand’s philosophy of refined luxury, it respects the customer’s intelligence and allows discovery at their own pace.

If there’s one area that could elevate their strategy even further, it’s subject lines. Adding more narrative elements or emotional intrigue could make the inbox experience even more storytelling-led.

3. Weaving a narrative: the art of storytelling

Jacquemus’ emails are rarely about the product only, they’re about place, people, and poetry. Take the Le Paysan collection this summer. The emails transported readers straight to Simon Porte Jacquemus’ childhood in the South of France, mirroring the collection’s nostalgic warmth. It was more than a campaign; it was an autobiographical journey through memory, craftsmanship, and modern couture.

This depth transforms a simple product launch into an immersive narrative that builds emotional connection and brand affinity.

4. Behind the strategy: data with soul

This philosophy was echoed by Ryo Senga, CRM & Clienteling Manager at Jacquemus, during the Klaviyo K:LDN conference. His insights highlight a crucial truth: luxury marketing thrives on a holistic view of the customer.

By analysing which clients enter through which channel and using behavioral data to understand engagement, Jacquemus tailors communication to each individual. Through tools like RFM (Recency, Frequency, Monetary) analysis, they can identify and nurture high-value customers, including those who shop across global boutiques.

Platforms like Klaviyo enable this level of sophistication, blending storytelling with segmentation, emotion with automation.

Jacquemus’ email strategy isn’t just about selling clothes. It’s about building a brand, fostering a community, and delivering an experience that feels as refined as their collections themselves.

Natan: crafting connection through elegance

Belgian fashion house Natan, synonymous with timeless craftsmanship, exemplifies the art of subtle luxury, both on the runway and in the inbox.

1. Precision over frequency

Natan doesn’t chase inbox visibility through repetition. Each email is intentional, a quiet statement of quality. Whether announcing a new collection or atelier event, the cadence reflects confidence and restraint.

2. Heritage in the digital age

Their content mirrors their brand pillars: craftsmanship, heritage, and modern femininity. Instead of over-designing, they focus on textures, storytelling, and the people behind the brand.

3. Personalised journeys via Klaviyo

With advanced segmentation in Klaviyo, Natan distinguishes between atelier clients, online shoppers, and VIPs. Automated flows, like exclusive event invitations and collection previews feel entirely personal, not programmed. Even a classic abandoned cart flow will help you dive into a showroom experience, emphasizing on why you should go and visit the store.

Natan proves that even the most classic luxury brands can harness automation without losing authenticity. Each message feels tailored, elegant, and deliberate, just like their garments.

Paul Smith: the art of playful precision in conversational commerce

If Jacquemus is emotion and Natan is elegance, Paul Smith is joy. The brand’s marketing strategy centers on transforming data-driven execution into a witty, human-connected customer experience, prioritizing personality over the purely mechanical sale.

1. Design with a wink and brand storytelling

Paul Smith’s campaigns instantly pop with bright colours, bold typefaces, and humorous copy, making every communication, from suit launches to quirky capsule collections, distinctly identifiable. The digital team now dedicates more time to elevating the customer experience by experimenting with imagery in triggered emails and weaving rich brand storytelling into their content. This approach educates customers on the breadth of the product range, particularly for key categories like gifting.

2. Smart segmentation, playful execution

Paul Smith’s move to Klaviyo, in combination with the composable Centra platform, streamlined complex enterprise processes by unifying transactional, triggered, and campaign emails into one system across both B2C and B2B operations. This foundation allows for smarter segmentation, whether targeting younger customers with fashion-forward drops and styling tips or long-time fans with behind-the-scenes craftsmanship stories. Crucially, the platform now effectively supports their wholesale division with a digital showroom, sharing data to inform targeted buying experiences across all channels.

3. Data-driven delight

The brand operationalizes this philosophy through 33 active automated flows (including welcome, re-engagement, and abandoned cart journeys) that are infused with conversational warmth and wit. This commitment to turning personalization into a genuine, smiling personality has yielded significant, measurable success:

• 62% of total revenue was attributed to Klaviyo (May-Oct 2024).
• Flows achieved a 12.1% click rate year-to-date.
• The brand saw a 16.7% decrease in spam rate year-to-date.

Paul Smith proves that when data and automation are used to nurture authentic connections, they don’t just sell harder, they empower the brand to smile wider and drive high-impact revenue growth.

When fashion meets automation

From Jacquemus’ emotional storytelling to Natan’s refined precision and Paul Smith’s joyful personalisation, each brand demonstrates that the best email strategies start with a strong identity and scale beautifully with the right tools.

Fashion marketing isn’t about frequency; it’s about feeling.
It’s about translating brand emotion into digital experience.
And with a platform like Klaviyo, that translation becomes effortless, measurable, and powerful. 

Because in fashion, as in email, the true luxury lies in connection.