Marketing Optimization for a Sustainable Fashion Brand
Project overview
THE CLIENT
A sustainable fashion brand specializing in ethically sourced, eco-friendly apparel designed for modern professionals. The company had gained traction through social media and influencer partnerships, appealing to conscious consumers who valued both style and sustainability. While they had a strong brand identity and mission, their digital marketing efforts were not converting efficiently, leading to high customer acquisition costs (CAC) and stagnant profitability.
THE CHALLENGE
Despite a growing audience and increasing traffic to their website, the brand struggled with low return on ad spend (ROAS) and inefficient marketing strategies. Their digital marketing approach lacked a cohesive structure, with fragmented execution across different ad platforms. Additionally, their website had poor conversion rates, and they had minimal customer retention strategies, leading to a reliance on costly new customer acquisitions instead of maximizing the value of existing customers.
OUR ROLE
We conducted a comprehensive digital marketing audit to identify inefficiencies in their customer acquisition and retention strategies. Our goal was to improve marketing efficiency, reduce acquisition costs, and increase customer lifetime value (LTV) through a more structured, data-driven approach. We focused on refining ad targeting, optimizing website conversion rates, and implementing retention strategies to ensure sustainable growth.
We got to work
With our Fractional CFO and Business Consulting expertise, we:
- Performed a full digital marketing audit to assess ad performance, customer targeting, and website conversion rates.
- Reallocated marketing budget to focus on high-performing channels, increasing efficiency and reducing wasted spend.
- Refined audience targeting and segmentation, focusing on high-value customers who had previously converted at higher rates.
- Optimized ad creatives and messaging to align with brand identity and resonate with target customers.
- Improved landing pages and product pages by ensuring brand consistency, simplifying navigation, and refining calls to action (CTAs).
- Developed A/B testing strategies to continuously refine ad copy, imagery, and offers based on performance data.
- Implemented a personalized email automation strategy, increasing retention by sending tailored offers, abandoned cart reminders, and post-purchase follow-ups.
- Launched a customer loyalty program to encourage repeat purchases and increase lifetime value (LTV).
- Introduced influencer partnerships with micro-influencers who had highly engaged audiences, leading to more organic conversions.
- Created a data-driven reporting system to track key marketing KPIs, including customer acquisition cost, ROAS, and conversion rates, ensuring continuous optimization.
Results
By optimizing pricing, cost structures, and marketing efficiency, this luxury botanical skincare brand transformed its profitability while maintaining its high-end positioning. With a clearer roadmap, the founder can now focus on sustainable growth, expanding into premium retailers, and increasing brand awareness—without financial strain.
Repeat purchase rates grew by 38%, decreasing reliance on expensive new customer acquisitions.
Reduced by 30%, allowing for more efficient budget allocation.
Customers enrolled in the loyalty program had an average order value (AOV) 25% higher than non-members.