In this case study, we explore how Project X Paris leverages user-generated content and uses the Flowbox platform to improve customer engagement, strengthen social proof, and boost their eCommerce site performance.
By showcasing their product range in real-world contexts and building a dynamic community, Project X Paris has increased average order size by 49% and average order value by 50%, meaning that both the size and value of orders are higher for customers who interact with UGC gallery content integrated on their site.
Average order size increase
49%
Average order value increase
50%
Project X Paris (PXP) was founded in 2015, merging urban culture, minimalism, and contemporary trends into a streetwear brand designed in France by an in-house creative team.
The brand quickly positioned itself as a symbol of “accessible premium” fashion, shaped by hip-hop, sports, music, and current events, using their own photo shoots to reinforce their strong and consistent visual identity.
From its Parisian origins, PXP has grown rapidly: the brand opened its first store in 2016, built a network of retail locations—over 60 flagship stores—and partnered with more than 1,500 retailers across Europe and beyond.
Project X Paris now employs over 200 people, operates more than 60 flagship stores, and has over 500K social media followers. The brand’s bold new identity—featuring the North Star logo and “Change the Game” slogan—reinforces their mission to honor streetwear heritage while inspiring new generations with ambition, creativity, and resilience.
Project X Paris wanted to integrate UGC into their eCommerce site for three main reasons:
To successfully collect user-generated content and streamline the moderation process, the brand partnered with Flowbox, a UGC platform that would easily integrate with the eCommerce platforms and tools the brand was already using.
“We chose an external platform mainly to save time, both in deploying the solution and in the daily management of incoming content. Flowbox is really practical to use. For us, who are in a Prestashop environment, it was super simple to integrate Flowbox. The moderation is smooth, well thought out in the workflow, and very efficient.”
Halim Aouraghe, IT Project Manager at Project X Paris
Initially, Project X Paris had used other solutions like Sauce and JOIN Stories. While JOIN Stories was used for internal content, such as “lifestyle” or “e-shop” photo shoots, Flowbox was primarily used to collect UGC. The two solutions complemented each other.
“Before Flowbox, we had used solutions like Sauce, and until very recently we used JOIN Stories. We used JOIN mainly as a complement to Flowbox. We mostly use Flowbox to collect UGC content, while with JOIN we worked mostly with our internal content. We chose Flowbox mainly for its features, which were missing in other platforms. We’ve been using Flowbox for seven years now, and the features have truly evolved significantly during that time.”
Halim Aouraghe, IT Project Manager at Project X Paris
The brand uses a dedicated page, accessible from their website header, in addition to UGC galleries on product and category pages.
“So we have a page called #pxpstyle, for pure UGC content that comes from platforms like Instagram, TikTok, and others.”
Halim Aouraghe, IT Project Manager at Project X Paris
Flowbox’s customisation options allow the brand to present UGC in an attractive and innovative way.
“Flowbox allows us to effectively highlight UGC. Another advantage is the possibility to use CSS language to adjust the galleries that are displayed. This allows us to go further in customising our content and get as close as possible to what we are looking for.”
Halim Aouraghe, IT Project Manager at Project X Paris
The Project X Paris team emphasises that the platform is easy to use and saves time. It only requires a few minutes a day for a team member to moderate and publish content across the brand’s various marketing channels.
“I’m the only one managing the platform. Eventually, our goal is to transfer this management to the marketing department, which has more connections with content creators. On average, I spend about twenty minutes a day on Flowbox.”
Halim Aouraghe, IT Project Manager at Project X Paris
Overall, the brand has seen an improvement since implementing the UGC strategy with Flowbox.
“The incoming content is getting more and more qualitative, frankly. And we know this is directly linked to the flows present on our sites. We can talk about the average order size, which has increased since we started using Flowbox. We estimate today an average order size uplift of 49%. In size, but also in value, the average order value has also gone up by 50%.”
Halim Aouraghe, IT Project Manager at Project X Paris
A UGC gallery on the community page of the Project X Paris brand website
Average order size increase
49%
Average order value increase
50%
Flowbox‘s moderation interface has been a considerable asset, with efficient tag management and rights requests, generating significant time savings. The customisation options in Flowbox allow the brand to display UGC attractively while maintaining a minimalist approach consistent with their artistic direction.
“In the context of our migration to Shopify—which we’re fully focused on right now— it also saves us from having to manually re-import all the content, since everything is in Flowbox. And that’s really a big plus for us.”
Halim Aouraghe, IT Project Manager at Project X Paris
Since implementing Flowbox, Project X Paris has observed a positive impact on their brand perception and eCommerce site performance. The brand appreciates the benefits that Flowbox brings.
“Flowbox’s moderation interface is a real asset for us with tag management and consent management. It really saves us a lot of time and is very important for us. Everything flows well in this moderation workflow, and we’re fully satisfied with it.”
Halim Aouraghe, IT Project Manager at Project X Paris
The team feels well-supported by Flowbox’s Customer Success team, particularly by their CSM, Cécile. Her responsiveness and dedication to finding concrete solutions are highly valued.
“We’re very well supported by our CSM, Cécile. She’s one of the reasons we continue working with Flowbox. She’s been very responsive and always looked for concrete solutions so we could move forward. And we feel we have someone who really follows our project and especially who’s really comfortable with the Flowbox tool.”
Halim Aouraghe, IT Project Manager at Project X Paris
Additionally, the ability to discuss upcoming developments with the technical team and provide feedback has fostered a collaborative partnership, which is important for the continuous optimisation of their marketing and eCommerce strategy.
“We’ve also been able to discuss with the technical team to see upcoming developments and share what we’d like to see happen. And actually, all of this is the kind of relationship we want. We can give feedback, and we can co-build. It’s really a partnership that’s important to us.”
Halim Aouraghe, IT Project Manager at Project X Paris