Industry overview
What is shaping fashion
Fashion and apparel brands need to read trends early, get fit and size right and turn browsing into buying across stores and e-commerce.
- Trends travel quickly through social media
- Fit and size issues drive returns
- Online shoppers need confidence before buying
Client background
An Indian ethnic wear brand, working in India, USA & UK. Client identity is withheld to protect confidentiality.
- Organisation
- An Indian ethnic wear brand
- Sector
- Fashion
- Team engaged
- Digital Marketing
- Services
- E-commerce marketing, Performance marketing, SEO services
Client challenge
The ethnic wear brand sold mainly through marketplaces, which limited margins and gave it little customer data. It also saw growing demand from Indian diaspora customers in the USA and UK but had no plan to reach them directly.
Research objectives
- Deliver on the brief: growing direct online sales for a fashion label.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Website and campaigns.
Audiences we typically reach in fashion
Fashion shoppersOnline buyersStore staffStylists and influencersWholesale buyers
Geographic coverage
Coverage: India, USA & UK. Markets: India, United States and United Kingdom.
- India
- United States
- United Kingdom
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Product page optimisation
- 3Paid social
- 4International shipping campaigns
- 5Insight
We improved product pages with styling guidance and size advice, set up international shipping and payment options, and ran campaigns timed around festivals and wedding seasons, targeting diaspora communities. Search optimisation focused on festival and occasion searches.
E-commerce marketingPerformance marketingSEO services
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Direct website sales grew significantly, and international orders became a meaningful share of revenue, especially before Diwali and wedding season.
- Customer service was also extended to cover evening hours in the US and UK.
Festival and wedding timing shaped diaspora demand more than general fashion trends.
Recommendations
- Build on the core insight: festival and wedding timing shaped diaspora demand more than general fashion trends.
- Focus effort where the evidence was strongest: direct website sales grew significantly, and international orders became a meaningful share of revenue, especially before Diwali and wedding season.
- Re-measure after the changes to confirm the effect.
Business impact
- The brand built an email list of loyal customers abroad.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how is the brand perceived?
Client identity is withheld to protect confidentiality.