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
A modest fashion label, working in Saudi Arabia, UAE & Egypt. Client identity is withheld to protect confidentiality.
- Organisation
- A modest fashion label
- Sector
- Fashion
- Team engaged
- Digital Marketing
- Services
- Influencer marketing, Social media advertising, E-commerce marketing
Client challenge
The label had a loyal following in its home market but little awareness among young women in Saudi Arabia, the UAE and Egypt, who were among the fastest-growing buyers of modest fashion. Traditional advertising had produced little engagement.
Research objectives
- Deliver on the brief: launching a modest fashion line with creators.
- Design around the real needs of creators.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
The work focused on 18 creators.
- creators18
Audiences we typically reach in fashion
Fashion shoppersOnline buyersStore staffStylists and influencersWholesale buyers
Geographic coverage
Coverage: Saudi Arabia, UAE & Egypt. Markets: Saudi Arabia, United Arab Emirates and Egypt.
- Saudi Arabia
- United Arab Emirates
- Egypt
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Creator partnerships
- 3Paid amplification
- 4Tracked links
- 5Insight
We identified creators in each country whose audiences matched the label’s target customers, checked for authentic engagement and briefed them to style the collection in everyday settings such as work, university and family gatherings, with clear disclosure of the partnership. The best-performing creator content was amplified with targeted social ads, and every creator had tracked links and codes.
Influencer marketingSocial media advertisingE-commerce marketing
Sampling strategy
- creators
- 18
- 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
- Online sales grew in all three countries during the campaign, and creator content consistently outperformed the label’s studio ads.
Seeing the collection styled by trusted local creators made it relevant in each market.
Recommendations
- Build on the core insight: seeing the collection styled by trusted local creators made it relevant in each market.
- Focus effort where the evidence was strongest: online sales grew in all three countries during the campaign, and creator content consistently outperformed the label’s studio ads.
- Re-measure after the changes to confirm the effect.
Business impact
- Several creators continued as long-term ambassadors.
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: which trends will customers buy?
Client identity is withheld to protect confidentiality.