Naked Wardrobe creates concierge experience for DTC with Customer Agent
48%
of ecommerce revenue attributed to Klaviyo in 2025
86%
of Customer Agent queries in 90 days resolved by AI
94%
of Customer Agent product recommendation queries in 90 days resolved by AI
Naked Wardrobe makes clothing you can feel confident in. The brand has amassed famous fans and millions of Instagram followers with their luxe contemporary blend of shapewear and streetwear. Though their clothing is sold by major retailers like Nordstrom, Naked Wardrobe retails primarily online, creating their customer experience with Klaviyo B2C CRM.
Learn how Naked Wardrobe powered real-time, 1:1 service conversations with K:AI Customer Agent
Challenge: Unreliable, less-than-luxurious service automation
In a competitive apparel space flooded with fast fashion, Naked Wardrobe can’t stand out as a luxury brand with quality, innovative apparel alone.They need to elevate every touchpoint in the customer journey, including their website and their customer service.
“I want us to create a concierge experience,” says James Thorngren, Naked Wardrobe’s director of marketing.
I want us to create a concierge experience.
At a brick-and-mortar retailer, Thorngren could bring his vision to life with an attentive, expert team, anticipating and responding to each customer’s needs in real time.
But ecommerce is different, and Naked Wardrobe’s ecommerce revenue is more than doubling each year. A concierge digital experience requires not only a stellar service team but a scalable AI agent to avoid long delays.
“People want things fast,” Thorngren notes.
Naked Wardrobe had a chatbot on their site, but it could only recognize and quickly resolve a few pre-set queries, and it had limited contextual information on customers. Overall, issues weren’t reliably resolved, and some customers left their chats frustrated.
In an era of natural language querying, it didn’t feel elevated.
Solution: Real-time, personalized responses from K:AI Customer Agent
Naked Wardrobe already used Klaviyo for email and SMS, and they added on Klaviyo Service to build the concierge experience Thorngren envisioned.
Now, online shoppers can speak to K:AI Customer Agent in conversational chats, and get prompt, useful responses.
Just like a skilled salesperson, the AI agent’s knowledge is deep and varied. Trained on Naked Wardrobe’s website and documentation, it can handle post-purchase service queries about order status and returns, as well as pre-purchase product recommendation requests.
“We've trusted Klaviyo for years, so when Customer Agent launched, we moved immediately,” Thorngren explains. “Now, AI is styling our customer, answering her questions, and selling her the right piece, all at two in the morning when our team is asleep."
We've trusted Klaviyo for years, so when Customer Agent launched, we moved immediately. Now, AI is styling our customer, answering her questions, and selling her the right piece, all at two in the morning when our team is asleep.
Over 90 days, Customer Agent resolved a whopping 86% of Naked Wardrobe customers’ queries autonomously, and 94% of product recommendation queries.
The AI agent sits in a new web experience on the Naked Wardrobe site: Klaviyo Customer Hub, a personalized experience for logged-in customers that displays as a sidebar in the online store. It anticipates what customers might need before they ask, showing their rewards balance, order status, available coupons, and more.
Thanks to Klaviyo Service, shopping with Naked Wardrobe now involves real-time, 1:1 consultative conversations, and immediate access to account information and FAQ answers. It’s like shopping in a luxury boutique—but online.
The brand has already seen a reduction in queries escalated to the service team.
Next, Thorngren plans to migrate the service team’s communications to Klaviyo Helpdesk, a unified service inbox. With Helpdesk, Customer Agent can seamlessly hand over queries to the human service team when needed, with full customer context and conversation history preserved.
Fully consolidating lifecycle marketing and customer service in one platform just makes sense to Thorngren.
“Service is a part of retention, and it’s part of marketing,” he says. “Having our data centralized in one autonomous B2C CRM helps us have the real conversations, instead of giving people one-size-fits-all answers.”
Strategy: Extending a concierge feel through the full customer journey
Now that Naked Wardrobe is using the Klaviyo Service suite—Customer Agent, Customer Hub, and soon Helpdesk—alongside Klaviyo Marketing for email and text messaging, new possibilities have opened up.
The personalized, concierge experience can expand beyond their website, into the full customer journey.
Customer Agent queries can help the marketing team better understand customer pain points and preferences. Marketing data can add rich context to service calls.
More broadly, the marketing and service teams, both of which Thorngren oversees, can align more closely because they’re looking at the same customer data source: Klaviyo.
“Consolidating marketing and service in Klaviyo will improve our business decisions and make operations more efficient,” Thorngren says.
Long-term, he hopes to make Customer Agent more prominent on Naked Wardrobe’s website, and extend the scalable personalization of Customer Hub more deeply into homepage merchandising.
"Naked Wardrobe’s customer keeps evolving, her expectations keep rising, and we have to stay ahead of that,” Thorngren says. “Klaviyo is the rare platform that's already building what we need next before we even get there."
Naked Wardrobe’s customer keeps evolving, her expectations keep rising, and we have to stay ahead of that. Klaviyo is the rare platform that's already building what we need next before we even get there.
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