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Scaling a D2C Clothing Brand Using Full-Funnel Performance Marketing

The challenges

The D2C clothing brand was in a competitive niche with rising CAC and inconsistent conversions. Key issues included:

  • Shopify store not optimized for speed, navigation, or product discovery.
  • Poor collection structure and weak product page storytelling.
  • Low returning customer rate due to lack of retention flows.
  • High drop-offs at ATC and Checkout stages.
  • Very limited Meta Ads data for optimization.
  • No structured funnel for awareness → interest → purchase → repeat purchase.
  • Unclear attribution due to missing server-side tracking.

The objective was clear: build a full-funnel growth engine and scale revenue profitably.

Full-Funnel Digital Strategy

To solve these challenges, I led the development and marketing roadmap combining technology, automation, and performance-driven campaigns.

Foundation: Shopify Optimization & Infrastructure

• Redesigned collection structure to improve browsing and filtering.
• Upgraded PDPs with size guides, lifestyle images, USP highlights, and trust badges.
• Integrated Shopify apps for CRO (sticky ATC, reviews, upsells).
• Set up Meta Pixel + CAPI (Conversion API) for accurate data tracking.
• Built segmented custom audiences (engagement, website events, purchasers).

Top-of-Funnel (Awareness)

Goal: Bring high-quality prospects into the ecosystem. • Lifestyle and fashion-focused creatives aimed at impulse buyers.
• Broad + interest-layered campaigns targeting fashion, streetwear, and fast-fashion audiences.
• Short-format videos to increase CTR and thumb-stop rate.
• Seasonal campaigns (summer drops, festive edits, clearance sales).

Mid-Funnel (Consideration)

Goal: Move prospects closer to buying.
• Executed targeted Google Search & Display Ads for car rentals, fleet leasing, and chauffeur services.
• Developed high-converting landing pages for different service categories.
• Implemented social media ad funnels to retarget visitors and boost conversions.

Bottom-of-Funnel (Conversions)

Goal: Maximize purchases and reduce cart abandonment.
• Dynamic Product Ads (DPA) for ATC, VC, IC audiences.
• Exclusive limited-time offers for cart abandoners.
• Lookalike audiences based on high-value purchasers.
• Checkout reminder flows through email/SMS.

Retention & LTV Growth

Goal: Increase repeat purchases.
• Built automated flows
o Post-purchase flow
o Win-back flow
o VIP customer flow <br :
• Created bundle offers and seasonal drops to boost AOV.,
• Implemented loyalty program for repeat buyers.

Scaling Strategy

After stabilizing ROAS:.
• Introduced new creative angles weekly to avoid ad fatigue. :
• Launched 1–3% and 3–5% LLA campaigns for broader reach.
• Optimized landing pages based on heatmaps and user behavior

The Results

Within 6–9 months, the brand saw consistent and measurable growth:

    • Revenue scaled steadily (insert your numbers or I can suggest industry benchmarks).
    • Improved ROAS with a stable performance range across campaigns.
    • Higher AOV through bundle offers and upsells.
    • Reduced CAC through improved retargeting and optimized creatives.
    • Stronger retention with repeat customer rate uplift (10%–25%).
    • Better data clarity due to Meta CAPI, improving optimization quality.

The brand transitioned from inconsistent sales to predictable performance with compounding monthly growth.

Key Takeaways

  • Store optimization + high-converting creatives = the fastest path to profitable scale.
  • Image + UGC + lifestyle videos outperform standard PDP creatives for fashion brands.
  • Long-term eCommerce growth requires strong retargeting + consistent new customer flow.
  • Data accuracy is critical—CAPI + event tracking improved ROAS and lowered CAC.
  • Scaling only works when product demand + offers + ads + store design align.

Bonus Point

During the project, a growth framework was built that the brand can now reuse:

  • Evergreen campaign structure for new collections and weekly drops.
  • A creative testing matrix to identify top-performing formats.
  • Retention and upsell flows that work automatically to improve LTV.
  • A scalable budget system for festive spikes and seasonal promotions.

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