Case Study: Tamara Mellon achieves 16% repeat purchase rate and 13% fewer returns with Affirm

Tamara Mellon is making luxury more accessible with Affirm

Tamara Mellon, a direct‑to‑consumer luxury shoe brand founded to make high‑end footwear more inclusive, faced the challenge of removing price barriers for customers without diluting quality or brand values. To expand accessibility while staying true to its transparency ethos, Tamara Mellon partnered with Affirm to offer clear, pay‑over‑time financing options at checkout.

Affirm’s seamless site integration let customers choose monthly installments with no compounding interest or hidden fees, and the results were measurable: Affirm now represents 11% of total orders, customers who financed returned products 13% less often, and the brand saw a 16% repeat purchase rate since launch. The payment option also lifted average order value and boosted marketing performance (notable spikes in email click‑through and open rates), proving Affirm both a conversion and retention driver for Tamara Mellon.

Tamara Mellon

Tamara Mellon

Founder