# How AG Jeans transformed their brand experience

**SUMMARY**  
**Tulip's Store Experience Platform is helping the premium**  
**denim brand to connect with customers and grow store**  
**sales. Read all the details in this case study.**

---

## About

### AG Jeans

### The AG Jeans Story

**AG Jeans is a premium denim and knitwear house**  
**leading the sustainable manufacturing movement.**  
**The California-based brand opened the first vertically**  
**operated denim manufacturer on the West Coast and**  
**has built a loyal following around craftsmanship and**  
**eco-minded processes.**

**Today, AG Jeans serves 20 countries around the**  
**globe and has stores in fashion capitals like New York**  
**City and Los Angeles. Beyond their products, the AG**  
**Jeans shopping experience stands out because it’s**  
**so personal. "Oftentimes, you’ll see our clients visiting**  
**different locations when they’re traveling in other cities.**  
**They’re truly brand loyalists," said James Bishop, AG**  
**Jeans Director of Retail.**

**If you were to ask our clients**  
>  
**what makes AG Jeans**  
**special, they would tell you**  
**it’s a combination of quality**  
**in both product and service.**

**James Bishop**  
**AG Jeans Director of Retail**

## QUICK FACTS

**Founded in 2000 in Los Angeles,**  
**California by Adriano Goldschmied**

**Known for environmentally-conscious**  
**design and manufacturing**  
>

**Worn by Taylor Swift, Kate Middleton,**  
**and Tom Brady**

---

## Manual Clienteling makes it hard to scale

01. makes it hard to scale

**Store associates, called Stylists at AG Jeans,**  
**play a massive role in shaping the store**  
**experience. They used physical notebooks**  
**to keep track of VIPs and personal devices**  
**to conduct outreach and follow ups. The**  
**practices made customer interactions and**  
**experiences very personal but required**  
**superhuman effort to execute.**

02. practices made customer interactions and

**Because of the individual efforts, processes**  
**were not uniform across the brand and**  
**were difficult to measure and manage. This**  
**hindered a seamless brand experience at an**  
**international level and raised concerns about**  
**how to scale as AG Jeans grew. It also made**  
**it challenging to forecast productivity or**  
**influence sales in an omnichannel way.**

**“20 years ago, when we first opened the**  
**doors, we had the luxury of being able to**  
**wait and see who was coming into our store.**  
**Today, as I’m sure every brand knows, that’s**  
**no longer the case," said Bishop.**

## AG Jeans wanted a solution to:

## 01.

## Simplify

**Structure and simplify clienteling**  
**for scale and consistency**

## 02.

## Empower

**Empower stylists to proactively**  
**and predictably make sales across**  
**channels**

## channels were not uniform across the brand and

## 03.

## Analyze

**Give leadership accurate and**  
**necessary data to drive the**  
**business strategically**

**We know that the relationships we have with our customers are**  
**a major sales driver, so it’s important that we’re proactive and**  
**systematic about how we create them and how we track them.**  
>  
**James Bishop**  
**AG Jeans Director of Retail**

---

## How Tulip transformed

## AG Jeans’ business

**Tulip put mobile devices into stylist’s hands and**  
**equipped them to systematically engage with**  
**customers and grow their sales. As a result, AG**  
**Jeans saw a massive change in their business**  
**within the first six months of using Tulip.**

**“Tulip has transformed our business at every**  
**level. Our stylists have the bandwidth to**  
**be engaging with clients in unprecedented**  
**numbers, and our leadership teams are able**  
**to focus on coaching, strategizing, and driving**  
**the business.”**

**Tulip has transformed our clienteling**  
**process from a manual system to an**  
**automatic one, which has just completely**  
**changed the game.**  
>

**James Bishop**  
**AG Jeans Director of Retail**

# 01. Simplify

**Tulip enabled AG Jeans to digitize their client**  
**books and systematically conduct outreach**

**Tulip helped AG Jeans to structure and simplify their**  
**clienteling practices by giving stylists a repeatable way**  
**to keep track of customer information and manage**  
**customer follow ups and outreach.**

**“With Tulip, we’ve seen a drastic increase in the number**  
**of customer outreaches that our stylists are able to**  
**complete, and we’ve seen amazing conversions from**  
**those communications as well,” said Bishop.**

**Instead of relying on their own personal notes, Tulip**  
**offers a centralized digital client book with 360-degree**  
**customer profiles where stylists can see everything from**  
**what the customer purchased online last year, to which**  
**colors they like best, to last week’s SMS message. Tulip**  
**then uses this profile's information to make suggestions**  
**for customer outreach and follow ups so that stylists**  
**always know exactly where to focus their efforts.**

**Results from the first 6 months using Tulip’s Store Experience Platform**

**increase in**  
**conversion on**  
**outreach**

---

## The Solution

**Tulip has given our stylists the ability**  
"**to sell across channels and our**  
**average order value has increased**  
**by almost 20% as a result.**  
>

**James Bishop**  
**AG Jeans Director of Retail**

## 02. Empower

**Tulip empowered stylists to make sales across**  
**channels in an efficient and attributable way**

**Instead of waiting for foot traffic to make sales, Tulip**  
**opens up communication across channels and enables**  
**stylists to communicate using the medium customers**  
**prefer, including email, SMS, phone, and social**  
**messaging tools.**

**Tulip ensures that outreach is scalable and efficient by**  
**providing quick templates that can be customized for**  
**brand-wide or store-level mass communications. Tulip**  
**provides templates for quick SMS messages that can**  
**be sent with just a single tap but still feel personal and**  
**contextual. Email templates go a step further and give**  
**stylists the ability to quickly send seasonal looks, event**  
**invitations, and other personalized communications**  
**without needing to build them from scratch.**

**Customers can click on a look and make a purchase**  
**through the ecommerce site. Tulip will automatically**  
**attribute the sale to the stylist who sent it so that they**  
**see the impact of their work, without the customer ever**  
**needing to step foot in the store. On the flip side, when**  
**customers are in store, stylists can sell them the full**  
**AG Jeans product line—even if the item is only carried**  
**online or at another location–using Tulip’s digital**  
**lookbook and endless aisle feature.**

---

# 03. Analyze

# Tulip provided on-demand visibility to the in-depth reports needed to strategically drive business

**Tulip equipped AG Jeans leadership with the tools they**  
**need to drive the business strategically by providing**  
**complete visibility to accurate store data in**   
**easy-to-understand reports.**

**Operational reporting used to require a herculean**  
**effort from managers to review with mountains of**  
**manual notes and client books, and outreach being**  
**scattered across numerous personal devices. With**  
**Tulip, store managers have in-depth insights available**  
**at their fingertips. Tulip’s system automatically records**  
**and organizes customer data and outreach metrics for**  
**each associate so managers can see everything**   
**at-a-glance, and be able to coach their teams on how**  
**to drive performance.**

**Our vision for AG Jeans is to design**  
**an elevated store experience that**  
**truly differentiates us from other**  
**denim brands. We want to provide**  
**the level of luxury our clients expect.**  
>

**James Bishop**  
**AG Jeans Director of Retail**

**Similarly, outcome reporting used to only be reviewed**  
**annually or semi-annually by executive teams who**  
**were faced with sales numbers that weren’t always**  
**accurate. Tulip automated outcome reporting which**  
**provided executive leadership with visibility to real-**  
**time sales and store performance data that allows**

**“When we talk about having insight to data, it’s not**  
**enough to have those metrics at annual or even**  
**quarterly reviews, it needs to be in real time,” said**  
**Bishop. “Tulip’s reporting is great because it’s both**   
**easy to access and easy to understand. If we want**   
**data on what products are performing best in our**   
**store on Madison Avenue, we can see that in seconds**  
**rather than months. It’s made a huge difference to how**  
**we strategize. The retail landscape is changing very**  
**quickly. Customers are expecting different things than**  
**they did 20 years ago, and sometimes it can be difficult**  
**to keep up.**

---

**ABOUT TULIP**

**Orders processed**  
**94 million**  
>

**Tulip is setting a new standard for**  
**omnichannel retail by unlocking the power**  
**of stores with a suite of cloud-based**  
**solutions built for retail transformation.**

**Partnered with Apple and Salesforce,**  
**Tulip equips sophisticated retailers to**  
**build connections with customers, fulfill**  
**orders, checkout purchases, and optimize**  
**operations in order to create the end-to-**  
**end experience modern customers expect.**

**Leading retailers like Mulberry, Saks Fifth**  
**Avenue, Indigo, Kate Spade, Purolator,**  
**and Michael Kors use Tulip to elevate the**  
**shopping experience, increase sales, and**  
**improve customer service across channels.**

**Ali Asaria**  
**Founder and CEO**