DIGITAL MARKETING FOR LUXURY CLOTHING BRAND CASE STUDY

How we increased revenue by 20% for a fashion luxury brand with a multi-faceted marketing strategy to increase new collection visibility on Google Ads

ABOUT THE CLIENT

The client is a fashion luxury brand headquartered in Santa Monica, California. Their curated lineup of approximately 4,000 products on Shopify Plus is a testament to their commitment to ethical sourcing, sustainable practices, and affordable luxury. While their primary focus is the US market, their influence stretches to Canada, the UK, and Australia. The monthly advertising budget ranged from $40K to $350K during the holiday season.

CHALLENGE

With a focus on sustainable, affordable, and ethically-sourced clothing in the mid to high-end price range, our client intends to amplify their revenue and has established a specific Return on Ad Spend (ROAS) target. They seek consistent support for their monthly product and collection launches, underscoring their dedication to regular innovation and a constantly refreshed catalog for their discerning customers.

SOLUTION

Leveraging the wealth of creative assets provided, we formulated a multi-faceted digital marketing strategy to amplify the exposure of their new seasonal collections. Our approach encompassed Shopping and Search Ads on Google Ads and Bing Ads, but didn’t stop there. We also tapped into Display and Video advertising avenues on YouTube to ensure broad-reaching promotion visibility.

Beyond that, our dedicated efforts in product feed management and optimization enriched both the quality and quantity of product attributes. This strategic enhancement was pivotal in optimizing performance for both shopping and Dynamic Search Ads (DSA) campaigns.

RESULTS

The results were impressive! In the period October – January, YoY revenue increased by 19% with a 20% increase in sessions, while hitting the target return on ad spend (ROAS) of 6.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Microsoft Ads, YouTube Ads

Absolutely thrilled with the team’s innovative approach! Leveraging both Display and YouTube video advertising was a game-changer for our seasonal collections. Their expertise in product feed management significantly boosted our Dynamic Search Ads performance. Highly recommend!

Bruce – co-founder

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BLACK FRIDAY FASHION E-COMMERCE CASE STUDY

How we increased YoY sales during the Black Friday week with performance max campaigns for a high-end women’s fashion retailer

ABOUT THE CLIENT

Our client is a luxury fashion store based in the US. They have four physical boutiques in the major cities and an e-commerce shop, investing $30K monthly in Google Ads Campaigns. The eCommerce store sells the most famous fashion brands from all over the world.

CHALLENGE

The challenge was to scale the account during Black Friday week. Considering that luxury brands are competitive on Google, especially during seasonality, we expected a very high cost per click (CPC) and consequently higher costs and lower return on ad spend (ROAS).

SOLUTION

  1. After analyzing the market, we reduced the investments during the first two weeks of November by cutting all the non-performing areas. We ran a Geographic analysis and paused 12 locations with lower performance. We focus our strategy and budget on only the Top 25 brands with an Average Order Value (AOV) of around $700. Thanks to this, we could allocate the remaining budget for Black Friday Week.
  2. We launched new Performance Max Campaigns with high-quality display assets instead of using search brand campaigns on the brands’ names as keywords. This action allowed us to promote these brands without competing against them on the search network.
  3. We have segmented the audience based on their position in the purchase funnel and created promo-oriented creative assets and ad copies.

RESULTS

Revenue on Google Ads was 157% higher than the previous year, despite the investment staying the same at $30K for the entire month. The eCommerce conversion rate was 201% higher because our audience lists were well-defined. In fact, despite the traffic being stable, the number of purchases went up by 186%. Also, the ROAS was significantly higher: 1143% compared to 333% in the previous year. We were also able to control the CPC, which decreased by 12%.

SERVICES

PPC MANAGEMENT: Budget optimization, Google Shopping, Product Feed Management, Search Campaigns, Performance Max Campaigns

The Midsummer Team has worked in synergy with our eCommerce department, achieving an amazing return on ad spend using the previous year’s data to smash the market. We are very happy of the results and overall performance of this year Black Friday strategy.

Sophia – Ecommerce Marketing Manager

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FASHION ECOMMERCE CRO CASE STUDY

How we leveraged user behavior and customer feedback to double the website conversion rate.

ABOUT THE CLIENT

SEASE is an Italian outdoor fashion brand offering a contemporary wardrobe for passion-driven lifestyles.

CHALLENGE

Increase the eCommerce conversion rate on luxury price tag products and improve the add-to-cart rate. We also planned, executed, and optimized paid media campaigns on Facebook, Instagram and Google Ads to triple revenue across key markets (read the case study here)

SOLUTION

We set up the traffic monitoring infrastructure – heatmaps, session recordings, and surveys – to identify patterns among users leaving the checkout page without making a purchase and those visiting the product page without adding products to the shopping cart.

We discovered two types of barriers:

1 Product perceived value, which was directly related to a low add-to-cart rate

2 UX gaps that were mostly connected with the checkout process

Knowing this allowed us to support the client’s teams with website optimization solutions, intervene on both aspects, and accurately measure before/after results.

RESULTS

We doubled the overall website conversion rate just one month after implementing our suggested optimization techniques. A similar uptrend continued during the following months, hitting an overall +288% conversion rate after seven months.
Thanks to session recordings analysis, we also resolved an ongoing issue that hindered users from completing orders for weeks without the client or dev even noticing it.

SERVICES

CONVERSION RATE OPTIMIZATION: Heatmaps, Session Recordings, Surveys, Net Promoter Score

PPC MANAGEMENT: Paid Social, Google Shopping, Product Feed Management, Search, Display, Retargeting

With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.

sease logo
Lorenzo S. – eCommerce Manager

Read the full review on Clutch

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