Performance Marketing Case Study — Women’s Fashion
Growing
Full-Price
Sales
in
a
Discount-Driven
Category
Alpha Ecommerce rebuilt acquisition for a women’s fashion label — cutting discount dependency, matching creative to fast-moving trend cycles, and turning first orders into repeat customers.
+92% Revenue
+85% ROAS
−36% CPA
+88% Orders
Fashion Campaign Creative Placeholder
+85%
Drop lookbook stills, campaign film, or the top-performing UGC and try-on creative here.
Show the collections that converted at full price.
02 — The Challenge
Sales
moved
on
discount.
Margin
didn’t
Follow.
We made full-price demand the default, not the exception.
Amit Pandey
,
Founder & CEO
Every push needed a promotion to perform, and trend cycles outpaced production of new creative. Shoppers browsed across sizes and colourways, saved items, and waited for the next sale instead of buying.
01 — Discount Dependency
Campaigns only cleared their targets when a promotion was running, compressing margin every time.
02 — Fit & Colour Hesitation
Shoppers compared sizes and colourways across visits, then delayed the purchase.
03 — Trend Cycle Speed
Creative aged out before it could scale, so winning collections lost momentum early.
Shopper journey — before optimisation
Traffic
100%
Collection browsing
66%
Checkout
35%
03 — The Approach
We
made
full-price
demand
the
default,
not
the
Exception.
01 — Media Strategy
Split budget between new-customer acquisition and retention so promotions stopped subsidising loyal buyers.
02 — Funnel / Conversion
Surfaced fit guidance, styling context, and returns clarity exactly where shoppers were hesitating.
03 — Creative & Scaling
Ran a per-drop pipeline of UGC, try-on, and editorial angles so each collection scaled while it was current.
04 — Performance
From
promotion-led
sales
to
profitable
full-price
Growth.
Before → After ROAS
+85%
Before: discount-driven volume
After: full-price, repeatable demand
+85%
ROAS
−36%
CPA
+41%
Conversion
05 — The Outcome
Growth
stopped
costing
Margin.
The label now scales new-customer acquisition at full price, with returning buyers driving a growing share of order volume.
Revenue
+
Growth in total revenue, year over year.
ROAS
+
Higher return on every ad dollar spent.
CPA
−
Lower cost to acquire each new customer.
Order Volume
+
More orders across the full period.
