Multi 7-Figures Driven Through Paid Media

Keeping Pace with Quick, Consistent New Product Releases

One of Label's core USPs is the breadth and range of stock on offer. But that breadth comes with its own challenge - specific lines and brands sell through quickly, with new stock arriving constantly. Our efforts across every channel needed to stay aligned with real-time availability, keeping spend and creative focused on what was actually in stock. That demanded real agility in both creative production and campaign concepts to stay efficient.

Operating Profitably Against Low Margins Across Leading Brands

Low margins are a consistent feature across much of the luxury fashion segment, which meant we had to be precise and efficient across every channel, at all times. High price points and a lengthy consideration phase for new customers made accurate performance and profitability tracking essential. Setting clear in-platform CPA and top-level CAC KPIs let us protect acquisition profitability, especially given how much margin varies across product types and brands.

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Driving Growth in a Highly Saturated, Competitive Market

The luxury menswear space is unforgiving Countless brands and retailers compete within it, often selling identical products at identical prices. The market has grown year on year, but it's dominated by some huge players, so the real challenge was bringing in new customers who were buying into Label as a brand, not just making a transaction. Before Prospa, founder Kieron had already built a strong, loyal customer base with genuine affinity for the brand; there was already a real sense of community, and our job was to expand and enrich it further.

Continuing to Evolve the Strong Community Already in Place

One thing Kieran and his team had done brilliantly before Prospa was build strong relationships with every new customer. Despite competing against some huge competitor brands and retailers, Label's USPs; stock choice, price point, exclusivity - gave customers a genuinely different reason to buy in. As we looked to bring in new customers at volume, the challenge was nurturing those relationships at the same scale; get that right, and it unlocks exponential growth.

Leant into Product Feeds and DPAs to Match Stock Changes

Dynamic ads are a particularly effective format in fashion, and they aligned naturally with the pace of new stock coming into the business. We built out clearly segmented product sets to enable sharper messaging across both paid social and paid search, using product tags and targeted creative layers to further improve performance of the format.

Set Clear KPIs, In-platform and Commercially to Protect Profit

We worked closely with Label throughout the partnership to establish clear KPIs that protect spend efficiency and profitability. These gave us a framework to spend optimally and pace consistently against both targets and creative needs. Hitting these KPIs has driven strong movement across key indicators like MER and net profit.

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Persona Work and Testing to Unlock New Customer Growth

This was an area the team invested heavily in across both acquisition and retention, given its role as our key acquisition channel. Fashion is a distinctive market, purchases are rarely driven by a single clear pain point, and are far more tied to emotion. Precisely defining who Label's potential new customers are, what drives their purchases, and what motivates them to convert was a critical step, and it shaped our messaging angles directly. That exercise surfaced a wide range of angles that proved instrumental in driving new customer growth.

Expanding Retention Beyond Email

As covered in the challenges, Label already had the foundations of an incredible community. Our focus was building on that further - extending new customer purchase lifespan and nurturing people toward a second, third and fourth purchase within a defined timeframe. With the account already first-purchase profitable, that repeat revenue drove healthy volumes of gross margin, which is exactly why we've seen such strong gains on the bottom line.