Turning an early-stage fashion brand into a more focused, scalable eCommerce business.

Lyla Grace Collection had strong product signals, a loyal early customer base, and a growing opportunity — but needed a clearer website experience, sharper brand positioning, and a marketing roadmap built around what was actually working.

Client: Lyla Grace Collection, LLC
Industry: Fashion / eCommerce / Women’s Apparel
Focus: Website Migration, Brand Positioning, Product Strategy, Marketing Discovery, Marketing Roadmap
Platforms: WordPress, Shopify, Mailchimp, Instagram, Pinterest, Meta, Google

The Challenge

Lyla Grace Collection was still in an early stage, but the business had promising signals.

Customers were buying. The average order value was strong, the site conversion rate was strong, and several products were clearly resonating with customers .

But the brand was not yet set up to grow predictably through digital channels.

Most sales were coming from people who already knew the founder, events, in-person connections, and word of mouth . That meant the product had traction, but the business was still relying heavily on personal effort instead of a scalable marketing system.

Several issues were slowing growth:

The brand message was not clear enough.
All products were being treated equally, even though only a few were driving most sales.
The business relied heavily on the founder’s personal network.
Email was underused.
SEO was not bringing in new customers.
Social content looked strong visually but was not consistently driving sales .

The brand needed two things:

A cleaner, more modern eCommerce experience.
A strategic marketing roadmap focused on sustainable growth.

What Integral Did

Integral supported Lyla Grace Collection through two connected engagements: a website migration and a Marketing Discovery & Roadmap.

Website Migration: WordPress to Shopify

Lyla Grace Collection needed to move from WordPress to Shopify while maintaining its existing brand identity and creating a cleaner, more elevated user experience.

The migration scope included moving the existing site content, products, pages, imagery, and copy from WordPress to Shopify, presenting three modern Shopify themes for client selection, implementing the chosen theme, reformatting content for the new structure, editing live product images for white background consistency, and configuring the Shopify backend, including collections, navigation, cart, checkout, and basic email templates .

The goal was not to reinvent the brand visually.

It was to give the existing brand a more polished, modern, eCommerce-ready foundation.

Integral completed:

Migration of products, pages, imagery, and copy
Shopify theme selection and implementation
Site structure and layout reformatting
Product image cleanup for current live products
Mobile optimization and cross-device QA
Backend configuration
Post-launch guidance and training materials

The website migration included the movement of all existing website content from WordPress to Shopify, implementation of a new Shopify theme, structural reformatting, backend configuration, mobile optimization, QA, and post-launch guidance.

Marketing Discovery & Roadmap

After the website migration, Integral developed a comprehensive marketing roadmap to help Lyla Grace Collection focus its growth strategy across key digital channels.

The engagement was designed to provide a marketing-led strategic blueprint across paid, organic, and owned channels, including SEO, email marketing, social, and paid media .

The roadmap included:

Brand positioning and value proposition
Product and hero product strategy
Channel strategy across email, social, SEO, Pinterest, and paid media
A three-month marketing calendar
A three-tier paid media plan with investment scenarios and forecasts
SEO and keyword opportunity assessment
Mailchimp audit and recommendations
Instagram/social channel review and strategic guidance

This was a strategic engagement, not an execution retainer. The goal was to give Lyla Grace a clear, actionable plan for what to prioritize next.

‍

The Strategic Findings

1. The brand needed to shift from selling products to selling solutions.

Integral identified that Lyla Grace customers were not just buying clothes.

They were trying to solve a daily problem:

What do I wear today?
How do I look put together without trying too hard?
How do I feel confident in what I’m wearing?

From there, Integral helped define the brand’s role as a solution for women who want to get dressed easily and confidently.

The value proposition became:

Lyla Grace Collection creates elevated, easy-to-wear pieces that help women feel polished and confident without overthinking what to wear.

In simpler terms, the brand was not just selling clothes.

It was selling ease, confidence, and simplicity.

2. The product strategy needed focus.

The data showed that a small number of products were doing most of the work.

Instead of promoting the full collection equally, Integral recommended building the marketing strategy around hero products.

This changed the strategic approach from:

“Shop the collection.”

To:

“Start here.”

Each hero product could then become a focal point across the website, social content, email, Pinterest, SEO, and paid media.

Because in eCommerce, more products do not always create more clarity.

Sometimes they create more decision fatigue.

3. The website needed to make shopping easier.

The roadmap recommended that the website highlight hero products earlier, show multiple ways to wear each piece, help customers visualize when to wear it, and reduce overwhelm by simplifying choices .

This reinforced the central brand strategy:

Lyla Grace should feel effortless, polished, versatile, and easy to wear.

The website needed to support that feeling, not fight it.

4. The marketing channels needed clear roles.

Integral created a channel strategy where each platform had a job:

Social and Pinterest bring in new customers.
SEO and AEO build discovery over time.
The website converts customers.
Email brings customers back .

This helped move the brand away from random sales and toward a more predictable growth system.

The Roadmap

Integral developed a three-month marketing roadmap for April through June 2026.

The focus was to launch the migrated website, refine navigation and content, establish consistent messaging, and begin building repeatable habits.

Recommended activity included email campaigns, social content, SEO updates, and Pinterest setup .

Results and Impact

Lyla Grace Collection walked away with a stronger digital foundation and a clear marketing roadmap for growth.

The website migration was completed in alignment with the defined scope, including Shopify theme implementation, content migration, backend configuration, mobile optimization, QA, and post-launch guidance.

The Marketing Discovery & Roadmap engagement was also completed within the agreed timeline and included delivery of the full strategic roadmap, brand positioning, hero product strategy, channel strategy, three-month marketing calendar, paid media investment scenarios, SEO assessment, Mailchimp audit, Instagram review, and client walkthrough.

Key outcomes included:

A cleaner Shopify-based eCommerce experience.
A clearer brand value proposition.
A product strategy centered on validated hero products.
A three-month marketing calendar across email, social, SEO, Pinterest, and paid media.
A more focused approach to customer acquisition and retention.
Paid media tiers designed to test, optimize, and scale based on performance.
Strategic clarity around what to prioritize next.

Strategic Takeaway

Growth gets easier when the brand stops treating everything equally.

Lyla Grace did not need more random marketing activity.

It needed focus.

Focus on the products already working.
Focus on the customer’s real problem.
Focus on a website experience that makes shopping easier.
Focus on marketing channels with clear roles.
Focus on sustainable growth, not scattered effort.

This is what a marketing roadmap is supposed to do.

It does not just tell a brand to “post more” or “run ads.”

It shows the brand what to build, what to repeat, what to stop overcomplicating, and where the real growth opportunity lives.

Related Services

Website & Content Strategy
Brand Messaging & Positioning
Brand Audits & Marketing Roadmaps
Marketing Strategy
Strategic Execution Support
SEO/AEO Strategy
Email Marketing Strategy
Paid Media Planning

‍