Fashion Ecommerce
Client 10&AY Men’s Clothing Stores, established in 2013, specializes in selling men’s apparel. Their distinctive styles have quickly gained recognition in the industry. By crafting unique combinations, they strive to make their customers feel extraordinary during events like proms and other special occasions. Offering fashionable options in both Casual and Classic styles, they recognized the potential of social media and the ongoing growth of digital marketing as an opportunity to integrate their brand with e-commerce. In 2017, they engaged Decocre Digital as their partner to develop online growth strategies. Here’s a summary of our collaborative efforts since then.
**The Challenge:**
- Boosting brand awareness.
- Fostering brand loyalty.
- Increasing online sales.
- Attracting more customers to retail outlets.
- Encouraging repeat visits through remarketing ads.
**Our Approach:**
We began by clearly defining our expectations and objectives, understanding that our journey on the internet and social media would be a long-term endeavor. To start, we used brand awareness advertisements to draw new customers to our local store while simultaneously preparing for online sales. After conducting market and competitor analyses, we determined that a strong social media presence was essential alongside our e-commerce platform, leading to the creation of a long-term Instagram growth strategy. Our approach was built on authenticity and yielded impressive ROAS results quickly, receiving positive feedback from our target audience on Instagram, who resonated with our straightforward communication and clear messaging, thereby fostering a deeper connection with the brand. This engagement, initiated through social media ads, became a cornerstone of our success.
Alongside paid social media and Instagram promotions, we incorporated Google Search and Display ads, achieving millions of ad impressions monthly and reaching new individuals interested in men’s clothing. We developed a responsive, fast, and stylish e-commerce site tailored for men’s apparel, ensuring accurate product data feeds. Our social media channels facilitated initial traffic, driving customers to make purchases. We utilized Google Shopping Ads and Facebook Shopping Ads to showcase our products. With dynamic remarketing, we enabled customers to see ads for items they previously viewed online. We regularly updated our Google Shopping Feed and Facebook Shopping Feed. Implementing Machine Learning allowed us to identify optimal ad copy and automate our bidding strategy. Remarketing proved to be crucial; we established a multi-tier remarketing funnel, crafting effective messaging for each segment to boost sales and enhance brand loyalty, which consequently raised the average order value.
Furthermore, we executed Google Smart Display Ads campaigns to engage new audiences. We also devised a marketing calendar, launching targeted campaigns for significant occasions such as Christmas, graduations, wedding seasons, and Black Friday, bolstered by seasonal discount promotions. Additionally, we tapped into in-game advertisements for mobile gaming via Google Mobile Ads and Facebook Audience Network to attract millennials.
**Our Results:**
Over the last three years, our Instagram followers grew from 14,000 to an impressive 128,000. Our campaigns generated over 50 million ad impressions. Initially focused on local clients, we expanded our shipping across the city, nationwide, and by 2019, began delivering our apparel worldwide as we moved towards establishing ourselves as an international clothing brand. Here are some key metrics:
- Local store revenue surged by 800%.
- The ROAS for online sales reached 670% and continues to grow.
- CPA dropped by 71%.
- Conversion rates climbed by 345%.