CASE STUDY: GRACIE BARRA WEAR
As a leader in Brazilian Jiu Jitsu, Gracie Barra knows what it takes to live and breathe martial arts. Through GB Wear, Gracie Barra creates apparel by and for practitioners across the globe whether training in traditional uniform or showing off their passion outside of class. Using Klaviyo and Shopify Plus, our team honed in on the heart and soul of GB Wear: dedication to the growth of the Jiu Jitsu community.
UX Research & Prototyping
Custom Shopify Theme Development
Social Media Marketing
How it Started
GB Wear was looking for improvement in their email list growth, average order value (AOV), open rates, and revenue growth. To achieve this, they needed better insight into their customers and smoother product launches. Our content marketing team used Klaviyo and took GB Wear’s reach to the next level. We took a community-focused approach to social media and emails that led to an explosion of user-generated content. The brand continues to reap high engagement and conversion rates through our segmentation and product launch strategies.
Growing at such incredible speeds led to Instagram shadowbanning the brand’s account. While our team reached out to Instagram to resolve the issue, GB Wear only continued to grow due to user-generated content! Members of the community continued to interact with the account and post photos of themselves training in brand clothing despite GB Wear’s own posts not showing up in suggestions or the explore tab.
Happy with our content marketing results, GB Wear was also looking for a fresh look to their e-commerce storefront which would encourage their community of Jiu Jitsu practitioners to connect and share. Using Shopify Plus, we created a modern and dynamic design with streamlined account creation to suit the driven nature of the Gracie Barra community and drove conversion rates up.
GB Wear felt that the site they had at the time could be more dynamic, with a minimal look and feel that was true to the Gracie Barra culture and vision. To understand more, our UX and UI designers sat down with GB Wear and spent time learning about the brand’s history and vision to tailor the perfect website flow and styling. Through these meetings, our designers learned that their core values of brotherhood, integrity, and development were key to creating a design that would resonate with their audience.
Keeping community at the heart of their fresh Shopify theme, our designers created an accessible user experience with a lighter, more minimal style that draws attention to images of Gracie Barra members both in and out of the studio. We wanted to communicate to athletes of all levels that embodying the Gracie Barra mindset and values can happen anywhere as part of each practitioner’s lifestyle. Our designers also simplified the site’s account registration process at every level, enticing users with an easy sign up to ensure that each school would get attribution when their students ordered from the brand.
Using Yotpo, our development team created a way to allow customers to shop GB Wear’s Instagram feed directly from their Home Page. Customers are able to see themselves and connect with other practitioners within the community through the shoppable User-Generated Content.
Since launch, the Arctic Leaf team has continued improving the website. To further the GB Wear vision, our team has expanded on the Customizer Product Page, allowing users to fully customize their uniforms’ colors, logos, and more. Any GB school can easily create personalized apparel and engage their students in training as a team.