Fashion brands (DTC & wholesale)
Ghost & Finery
From loss-making ecommerce to profitable growth
+149%
Online sales growth
+172%
Traffic growth
1.5%
Conversion, up from 0.9%
Profit
Ecommerce returned to profitability
The challenge
Two founder-led fashion brands where ecommerce was growing inefficiently: traffic was expensive, conversion was low and the digital channel was not contributing profit.
The diagnosis
Acquisition spend was carrying the channel while conversion sat below 1%. Range, availability and trading calendars were not aligned to demand, and operating costs were disproportionate to revenue.
The strategy
Rebuild the commercial model channel by channel: improve conversion and average order value before scaling spend, align trading and stock to demand, and take structural cost out of the operation.
The work
- Trading, promotional and markdown planning aligned to demand and stock
- Conversion programme across site experience, product content and checkout
- Channel-level marketing profitability review and agency management
- Operating cost and fulfilment cost-to-serve reduction
- Retention and CRM programme to reduce reliance on paid acquisition
Facing something similar to Ghost & Finery?
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