What Does It Mean to Run Two Fashion Brands at Once?
Running two brands from a single ecommerce team means every decision gets made twice, once for each audience, each channel architecture, and each set of commercial priorities. Tiger Mist is a Melbourne-born fashion brand that started in 2007 and grew into a global DTC destination with a strong ASOS presence. I.AM.GIA followed as the edgier sibling, known for bold silhouettes, celebrity fans and a US following that now accounts for 90% of its revenue. Both brands are owned by A&S Labels, founded by sisters Alana and Stevie Pallister, and both are run day-to-day by Dominique Moretti, Head of Ecommerce and Digital, Klaviyo Champion 2026.
Dom started at Tiger Mist as a graphic design intern twelve years ago, grew with the business, left for a stint at Calibre, and came back in a bigger role looking after both brands simultaneously. She sat down with Nathan at K:SYD before the doors opened.
“Our customer doesn’t read until she wants to.”
Dominique Moretti, Head of Ecommerce and Digital, A&S Labels
Knowing When Not to Launch
The story of the I.AM.GIA website rebuild is really a story about having the nerve to stop. Dom came back into the business to find a website project already underway. She ran UAT. She found that many issues were not worth fixing. She made the call that it was not going live before Black Friday, changed agencies, and rebuilt the whole thing in 12 weeks.
Most teams would have shipped and dealt with the fallout later. The pressure to meet a timeline, especially with Black Friday approaching and significant stock investment behind it, would have been enormous. Dom’s logic was simple: a broken website at peak would have been far more costly than the delay. She had a 30-column UAT spreadsheet and a strict no-launch rule if any cells were still red.
The broader principle translates well beyond a site migration. The day of go-live, Dom had a kickoff call with every partner. One shared doc. One Slack channel. Step four done, step five starts. No tickets raised on the day. Real-time, agile, and no gaps because everyone had agreed upfront to what they owned.
Before you push something live under pressure, ask honestly whether the damage from launching broken is less than the damage from delaying. Most of the time it isn’t.
The Re-Engagement Flow That Beats the Welcome Flow
The most interesting number in this episode is not the 50-60% open rates, impressive as they are. It’s that a re-engagement flow with no discount is now outperforming the welcome flow for one of their regions.
The setup is straightforward: customers who haven’t opened or clicked in 90 days get a single email. No discount code. No urgency. Just a selection of what’s new and what’s hot with a subject line along the lines of “this is what you’ve missed.” It converts directly to sales. Dom admitted she had to double-check the numbers when she first saw them.
The intuition behind most re-engagement flows is that a lapsed customer needs an incentive to come back. What this result suggests is that for a brand with genuinely compelling product, the incentive is the product itself. The customer who drifted wasn’t unhappy. She was just busy. Showing her what she’d missed was enough.
“There’s no discount but you’re literally just showing them what’s new and what’s hot. I was shocked. I had to double-check the numbers.”
Dominique Moretti, Head of Ecommerce and Digital, A&S Labels
This sits alongside Dom’s broader philosophy on segmentation, which is refreshingly practical for a Klaviyo Champion: keep it simple. She has engagement-based segments broken into 30, 60 and 90-day cohorts, adjusts them weekly based on deliverability signals, and acknowledges they’re largely batch-and-blast beyond that. Open rates in the 50-60% range mean the audience is engaged enough that complexity isn’t the bottleneck. The bottleneck is frequency and freshness.
If you haven’t built a re-engagement flow yet, build it this week. No discount. Just show them what they missed.
Apps as the Long Game on Owned Channels
The third thread running through this episode is the most forward-looking. Dom’s end game with mobile apps is straightforward: SMS in Australia costs four times what it does in the US, push notifications are free, and the brands’ biggest market is the US where the cost gap is less severe. Getting customers onto the app means shifting the channel mix toward something the business controls and doesn’t pay per send.
They launched AI-powered push notification flows through Tapcart roughly two weeks before the episode was recorded. The agent is trained on brand voice, emoji usage, CTAs, what to write and what to avoid. It triggers across welcome, browse abandonment, low stock, back in stock and price drops. Two weeks in, the ROI was already significant.
The app download strategy is equally direct. New app users get a 5% higher discount than the email sign-up offer. Exclusive app-only promotions create spikes in downloads. The commercial logic is that the discount cost offsets what would otherwise be spent on SMS, and over time the database shifts toward a cheaper channel that also happens to sit on the customer’s home screen.
The broader point is about channel ownership. Social reach can disappear if an algorithm changes. SMS costs can blow out as a database grows. An app is neither of those things.
What percentage of your customers are on your app right now, and what would change if that number doubled?
The Takeaway
Dom’s way of working across two global fashion brands with one lean team is built on three disciplines: knowing when to stop and restart rather than shipping something broken, building automated flows that do the heavy lifting so campaigns can focus on what’s new, and gradually moving the channel mix toward what the business owns rather than what it rents from platforms.
The I.AM.GIA website rebuilt in 12 weeks is a good headline. The re-engagement flow that beats the welcome flow without a discount is the more useful signal.
Use the code ADDTOCART20 for 20% off storewide at tigermist.com.au and iamgia.com (excludes EV x TM Collection).
Frequently Asked Questions
How do you run CRM for two fashion brands with one team? Dom’s approach is to share infrastructure where it makes sense (Klaviyo, Shopify, Tapcart) while keeping brand voice, imagery and flow content distinct. Segmentation is kept deliberately simple: engagement-based cohorts adjusted weekly for deliverability. The bigger investment goes into flows that run automatically and campaigns that stay fresh, rather than elaborate segment trees that require constant management.
Why is a re-engagement flow more effective than a welcome flow? For a brand with genuinely strong product and a visually driven customer, a re-engagement email that simply shows what’s new can convert at high rates without any discount. The lapsed customer often just needs a reminder, not an incentive. This is most likely to hold for brands where the product itself is the hook and where the audience was engaged before going quiet.
What is the case for a mobile shopping app over SMS? Push notifications are free to send. SMS in Australia costs approximately four times the US rate. For brands with significant Australian customer bases, the long-term cost case for shifting the channel mix toward apps is strong. The investment is in getting customers onto the app in the first place, typically through a slightly higher launch discount or app-exclusive promotions.
What does TikTok Shop require in terms of product data? TikTok Shop has specific rules around imagery and requires detailed product attributes across categories. Compliance means images must show the full product, and metadata needs to meet platform standards. Brands preparing for TikTok Shop in Australia are well served by auditing and enriching their product data now, since the same standards that TikTok requires are increasingly what agentic AI tools and LLM-based search need to surface products accurately.
Based on Episode #EP635 of the Add To Cart podcast with Dominique Moretti, Head of Ecommerce and Digital at A&S Labels (Tiger Mist and I.AM.GIA). Join the Add To Cart community for free.
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