All workFashion · eCommerce · AI2020 to present
Twisted Tailor
- The brief
- The store was running eight third-party apps, each with a monthly fee and its own script. Customers also had to remember four different sizes between visits.
- What we did
- We rebuilt the Shopify theme from the ground up in eight weeks and rewrote all eight apps as native theme code. We also built MyFitt, which saves a customer's sizes and applies them across the store, and an AI support agent.
- Results
- The app bill is roughly $250 a month lower, and customer service hours are down 50%.
- 8
Shopify apps removedreplaced with theme sections
- $250
App costs savedper month
- 8 weeks
Buildstart to finish
Background
Twisted Tailor is one of London's best-known menswear brands, and we've worked with them for years. The latest project was a full theme rebuild from scratch. We rewrote eight third-party apps as native theme sections, built a custom size-persistence system, and set up an AI support agent that halved support hours.
Part 1 of 2
Website
A second Shopify build from scratch. Eight apps replaced with theme code, roughly $250 a month off the app bill, and a size-persistence system built for the brand.
The brief
Replacing the app stack
The previous build worked, but by the time the store was three years old it relied on a lot of apps. They covered cart recommendations, a 'buy the trousers, save 10%' upsell, a size recommender, a size guide, a gallery, a wishlist, a bundle app for suits sold as separates, and back-in-stock alerts. Each one added a monthly fee and a script, and could break when its developer updated it.
The brief was to rebuild from scratch, move every app's function into the theme, and make every section editable so the team could add to the site without a developer.
What we rebuilt
Eight apps replaced with theme code
We rewrote all eight as native theme sections: cart recommendations, the 'complete the suit' trouser upsell, the size recommender, the size guide, the gallery, the wishlist, the bundle logic for suits sold as separates, and back-in-stock alerts. None of them need third-party scripts or app fees now.
The bundle logic was the most important part. Twisted's suits are sold as a jacket, trouser and waistcoat, each priced separately, but the product page has to work as one product. Jacket and trouser sizes each have their own dropdown, the exclusive TT suit carrier is added with a toggle, and the basket groups the pieces together. It all runs in the theme without a bundle app.
Results
- 8
Shopify apps removedreplaced with theme sections
- $250
App costs savedper month
- Live
MyFittsaves each customer's sizes
- 8 weeks
Buildstart to finish
MyFitt
Saved sizes across the store
Twisted sell jackets, trousers, waistcoats and casualwear, each with its own sizing grid. Customers who have to remember four sizes between visits are more likely to leave without buying.
With MyFitt, customers set their sizes once in a single drawer and the site remembers them. Sizes are pre-selected on product pages, and collection pages hide styles that aren't in stock in their size. Because the settings are saved to the customer account, they carry across devices once the customer signs in.
The basket
Suits in the basket
The pieces are sold separately, but the basket needs to show them as one purchase. The jacket, trouser and optional TT suit carrier appear as clear line items, the free-shipping threshold is shown at the top, and a 'complete the look' section replaces the cart recommendations app that used to charge a fee for the same feature.
Part 2 of 2
AI Support
An AI customer service agent that halved support hours, with replies kept in the brand's tone.
AI
AI customer service agent
Twisted's support inbox was busy, and most tickets were about sizing, returns and order status. We built an AI agent that reads incoming tickets, answers the repetitive ones directly, and summarises the complex ones for a member of the team to sign off.
Customer service hours are down 50% and customer satisfaction has improved.
Twisted Tailor · Support Agent
George Adeyemi
nowCan I buy the waistcoat on its own?
Theo Bennett
3mWhat's the fit on the Vegas two-piece?
Rhea Kapoor
11mCan I return a jacket without the trouser?
Callum Owens
24mOrder #TT-48201, shipping to Dublin
Rhea Kapoor
Return query · Order #TT-48176
Hi, I bought the Vegas two-piece last week but the trouser fit isn’t right. Can I return just the trouser and keep the jacket?
Customer · 11 min ago
AI draft · ready to review
Hi Rhea, because the Vegas is sold as a paired two-piece, returning the trouser alone would break the set. I can either arrange a full return (jacket + trouser) or a size-swap on just the trouser if you’d like to keep the jacket. Which works better?
Results
What changedfor Twisted Tailor
The app bill is roughly $250 a month lower, and customer service hours are down 50%.
Figures
- 8Shopify apps removed, replaced with theme sections
- $250App costs saved, per month
- LiveMyFitt, saves each customer's sizes
- 8 weeksBuild, start to finish
Deliverables
- Shopify build (second full rebuild)
- Custom theme
- Suits-as-separates bundle logic (app replaced)
- Native wishlist (app replaced)
- Native size recommender and size guide (2 apps replaced)
- Cart recommendations and trouser upsell (2 apps replaced)
- Native gallery and back-in-stock alerts (2 apps replaced)
- MyFitt cross-device size persistence
- AI customer service agent
- eCommerce consultancy
- SEO programme
