Privacy
policy.

Current status

The Free Diagnostic form is connected to a production server: submitting it sends your details to Fashion Brand Lab’s own serverless backend (hosted on Netlify), which gives you the PDF immediately as a direct download. Email delivery and the optional marketing-emails signup are temporarily unavailable while we finish connecting our email platform. No diagnostic submission currently sends you an email, records marketing consent or adds you to any mailing list. This page is updated when that changes.

The booking form (checkout) is not yet connected to a server or a payment processor. It still runs entirely inside your own browser: information you enter is held only in your own browser so it can carry between pages, and nothing is transmitted to us. Pressing the final button shows you the confirmation state and does not book anything or take payment. Until that changes, the way to actually book is an ordinary email to hello@thefashionbrandlab.com. This page is updated before that changes, not after.

What we collect

• Diagnostic (live). First name and email, optionally a brand name. The form also has an optional box to also receive buyer-psychology emails — currently hidden and not collected, see current status above — that, once reconnected, will record your agreement, when, and on which form, kept separately from the diagnostic request itself. The diagnostic PDF is provided whether or not that box is ticked, and ticking it will never happen silently or by default.
• Booking form (not yet connected). Once connected, it is built to collect only: one step, for every level — brand name, store URL, your name, email, and only what the level you chose actually needs, meaning the platform, what you sell, your primary markets and anything specific you want checked at every level; brand assets and design constraints at the Redesign level; and theme, storefront apps and who approves access at the Shopify level. Billing details are your full name, email, brand or company name, billing country, and optionally a VAT or tax number. You may also optionally tell us which analytics or behaviour-tracking tools you already use, such as Shopify Analytics, GA4 or a heatmap or session-recording tool, and share a view-only link, export or property ID for any of them, to help sharpen the audit. None of this is required.

We do not ask for passwords in any form on this site. For an engagement that needs store access beyond what you gave at booking, a separate request is sent and you approve it directly in your own store’s admin, at the permission level the work actually needs rather than full admin. For the $2,750 Shopify build specifically, that access is theme-editing collaborator access scoped to a duplicated, unpublished theme.

How it is used

To scope, run and deliver the service you asked for. If you request the free diagnostic, we always provide the one PDF you asked for; occasional buyer-psychology education afterwards is only ever sent to someone who separately ticked the optional box for it, and that box is currently hidden and unavailable (see current status). It is not used for anything you have not asked for.

During an engagement we capture screenshots of your public storefront and, where access is granted, of logged-in states such as a cart. Those captures are working evidence for your own deliverables. We do not publish a client store as an example without separate, explicit, written permission.

Who else sees it

Fashion Brand Lab does not sell, rent or trade personal information. The diagnostic form is currently processed by one ordinary service provider, handling only what its job needs: Netlify (hosting and the serverless function that receives your submission). Our email platform, Sender, does not currently receive diagnostic submissions; once it is connected it will send the diagnostic email and hold the buyer-psychology mailing list for anyone who opts in, and this page is updated when that happens (see current status). A payment processor is not yet connected; this page will name it before the booking form goes live, not after.

This site sets no non-essential cookies and runs no analytics or advertising pixels at launch — only the browser/session storage genuinely needed for the booking form to carry your details between its own steps. Before analytics or pixels are ever added, this policy is updated first, and your consent is asked wherever the law requires it.

How long we keep it

• Free Diagnostic submissions, as the form works today: your details are processed only to return the PDF and are not durably stored by Fashion Brand Lab’s application. This policy is updated when email delivery or marketing-list storage becomes active.
• Unsuccessful enquiries that go nowhere further: kept 12 months, then deleted or anonymised.
• Client project materials, correspondence and working evidence: kept 3 years after the project completes, unless law requires longer.
• Marketing-list records: kept until you unsubscribe or withdraw consent; after that, only the minimum suppression record needed to honour your opt-out.
• Invoices, payment and tax records: kept for the applicable legal/accounting period once that is confirmed for where we operate.
• Anything held only in your own browser (the booking form’s current preview state): session-only, never transmitted to us.

You can ask for earlier deletion at any time.

Your choices

You can ask what we hold about you, ask for it to be corrected, ask for it to be deleted, or unsubscribe from anything you joined. Email us and we will do it. Withdrawing marketing consent never affects the diagnostic or any service you asked for.

Contact

For any privacy question, email hello@thefashionbrandlab.com. See also the service terms.