Case Study: Fashion Brand Expanding DTC
A fashion brand with a strong wholesale heritage wanted to grow its direct-to-consumer (DTC) business. While their online sales were performing adequately, the business lacked clear direction and prioritisation. Their ecommerce team was motivated but missing some key skills and experience to drive growth.
Key Challenges
- Strong wholesale mindset, limiting focus on DTC
- No clear priorities or roadmap for ecommerce growth
- Underperforming website and overinvestment in technology
- Inefficient marketing activity and poor KPI performance
- Skills gaps within the internal team
Approach & Support
1. Website & Technology Optimisation
- Identified issues with an underperforming website and unnecessary tech costs
- Led a full website migration project to Shopify
- Rationalised technology stack, saving £80,000 (funding the new website)
2. Marketing Improvement
- Worked closely with the marketing agency to improve performance and KPIs
- Addressed inefficiencies and helped optimise spend across channels
3. Team Development
- Mentored the ecommerce team to build confidence and capability
- Provided training and shared best practices to upskill the team
Results
- Sales doubled over two years
- Additional projected growth of +50% this year
- Improved website performance, including better rankings and increased traffic
- Nearly doubled conversion rate
- Reduced CPA by half and improved ad performance (CPC and CTR)
- A more confident, capable, and effective internal team