Patrick White
Marketing
LinkedIn Profile
Spotlight on
RUFSKIN
Find out how RUFSKIN used Grapevine Surveys to get a 360° view of their customers.
Meet RUFSKIN
Founded in 2002 in San Diego, RUFSKIN has built a reputation for pushing boundaries in men’s fashion. Known for their premium denim, bold swimwear, and athletic-inspired styles, the brand combines California cool with European design influences. Every collection is designed and made in California, staying true to a philosophy of authenticity, craftsmanship, and confidence.
RUFSKIN is more than clothing. It is a lifestyle. With a focus on fit, detail, and individuality, their designs are worn by people who value self-expression and are not afraid to stand out. From everyday essentials to statement pieces, RUFSKIN continues to challenge conventions and redefine what modern men’s fashion can look like.
The Challenge
As RUFSKIN continued to grow, they knew their audience was loyal but they didn’t have enough insight into who those customers really were and what kept them coming back. They wanted to go beyond surface-level data and uncover the details that truly matter: how people see the brand, how it makes them feel, and what inspires them to buy.
For a label built on individuality and self-expression, this understanding was vital. RUFSKIN needed to validate whether their message was resonating, learn which products and experiences customers were most excited about, and gather the kind of feedback that could directly shape future drops. Without these insights, it would be impossible to fine-tune their creative direction and continue building authentic connections with their community.
The Solution
To get the clarity they needed, RUFSKIN turned to Grapevine Surveys. Rather than asking quick one-off questions, they built a long-form survey designed to dig deep. From age and location to style preferences, brand perception, buying motivations, and even what customers want to see next, the survey was crafted to capture the full story and reveal exactly what drives their audience.
How They Achieved It
To make the long-form survey a success, RUFSKIN set up a carefully planned, fully automated process using Grapevine On-Site survey and Klaviyo. First, they sent out an email campaign via Klaviyo to all their customers, inviting them to participate. Each survey link was pre-populated with the customer’s details so respondents didn’t have to re-enter any personal info, which made the process smooth and avoided any extra effort on the customer’s part. It also allowed them to match responses to customer records.
When a customer finished the survey, Grapevine sent an event to Klaviyo and triggered a workflow in Shopify Flow that tagged them as “survey completed.” That tag automatically added the customer to a segment eligible for a discount. Klaviyo then sent a follow-up email with their unique discount code. Because each code was one-time use and tied directly to the customer record, only genuine survey participants could redeem it, with no risk of the discount being shared.
In other words, they created a neat, locked-down workflow that was fully automated and ensured only genuine survey participants got the reward. It was a perfect fit for RUFSKIN’s seamless, lifestyle-driven approach to engaging their community.
We wanted real insight, not assumptions. A long-form survey gave us a clear picture of who our customers are, what they value, and why they connect with RUFSKIN. Having that understanding makes our marketing sharper and ensures we stay true to the identity our brand represents.
What data are you collecting?
We use Grapevine to run an in-depth customer survey that uncovers who our buyers are, why they choose RUFSKIN, and how they experience our products, giving us the zero-party data we need to guide marketing and growth.
Demographics and lifestyle
Age, location, and personal style to understand who our customers are and how RUFSKIN fits into their everyday life.
Motivations and purchase triggers
The reasons people choose RUFSKIN, from unique designs and California-made craftsmanship to fit, price, and a sense of belonging to the community.
Emotional drivers
How customers feel when they wear RUFSKIN, from confidence and individuality to boldness, rebellion, and self-expression.
Product usage
Where and when people wear RUFSKIN, whether at the gym, on stage, traveling, or during intimate moments.
Brand perception
How unique RUFSKIN feels compared to other fashion brands, what words come to mind, and which other labels customers see as similar.
Future direction
What customers want to see more of, from denim and swimwear to limited editions, new fits, and bolder designs.
Where are you pushing the data?
All survey responses feed from Grapevine straight into Klaviyo, linking directly to each customer profile. Every response is saved against the individual record, giving us a complete view of survey data alongside purchase history and email activity. The data also syncs with Shopify, where tags and notes keep everything tied back to the customer account. This setup ensures the information stays accurate, connected, and ready to use whenever we need it.
Grapevine gave us a workflow that made running a detailed survey straightforward. Each response synced directly into Klaviyo and Shopify, linking back to the customer record without any extra steps. Having everything connected in one place was essential, keeping the process smooth for us and easy for the customer.
How are you using the data?
The survey data adds depth to every customer profile we manage. With responses feeding straight into Klaviyo and Shopify, we get a clearer understanding of who our customers are and what matters to them. This allows us to deliver marketing that feels more relevant, more timely, and more valuable to the people receiving it.
We also build segments from the data to spot different buying patterns. For example, we can compare first-time shoppers with loyal repeat buyers, or explore how different style preferences influence purchase behavior. That means we can tailor communication to fit each group while also learning which audiences are driving the most growth.
Beyond that, the insights give us the confidence to refine our brand direction. We can see how our core messages resonate, measure how customers perceive us alongside other brands, and double down on the elements that matter most to our community.
Start Collecting Insights with Grapevine Surveys
This is just one example of the many different ways you can capture feedback and gain valuable insights from your customers. We love being part of your journey—from seamless setup to turning insights into action!
So if you're looking to start collecting more insights and you need a bit of help, you know where we are!
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