Growing a for men and women's Clothing Brand - Aeropostale

Discover how NULogic enabled a men and women's Clothing Brand to grow across the USA.

The men and women's Clothing Brand category is replete with several ‘me too’ brands. Our customer is a compost brand. The client was trying to grow through retail partners, marketplaces and online channels.

The client was bootstrapped and the challenge was to grow across the channels, with limited ad-investments. The client had a presence on marketplaces and owned a D2C website.

To overcome these challenges, the customer evaluated agencies who could strategize and also execute their digital marketing channels.

Broadly, the strategy we had proposed was:

Build Owned Audiences

Given the ad-spends were limited, NULogic proposed a solution to build the 'owned' audiences for the brand. We executed the below channels to improve brand awareness and rank the site higher on search engines:

SEO: We executed pillar content strategy by publishing three blogs a month. A backlinking outreach program was initiated to get the most out of this blogging strategy. NULogic relied on channels like Quoted, to build backlinks from reliable sources.
Social Media: We managed the brand's social channels and roped in influencers to build a follower base. Not many brands in the category used Social channels, which gave us an edge.

Maximize Marketplace Sales

D2C is a long-term business. To realize profits from this channel it would take a longer duration. We focused on marketplace sales to meet the top-line revenue targets for online channels. Marketplaces do not help build a brand but have three times the conversions compared to the D2C website. We promoted the products on Amazon, eBay & Etsy through a mix of:

Optimizing the storefront
Advertising on the marketplaces

On Marketplaces, users are 'transaction ready' and convert at a higher rate. This channel brought in the revenues and extended the run-way for the D2C channel.

Use Automation Wherever Possible

For a growing business, automation saves time and cost. We automated the below journeys for the brand as a one-time activity during the project launch.

Welcome emails
Browse abandonment
Cart abandonment
Referral emails
Win-back emails

This involved both technology integration and collateral generation.

Fix D2C leakages

To ensure that the D2C website grew, getting the most out of the conversion funnel was critical. This involved uncovering the leakages in the funnel. We implemented enhanced e-commerce tracking through GA4. This enabled us to visualize the conversions funnel and get more out of the limited traffic the site received.

Robust strategy