Increased Media Spends From INR 10K to INR 200K While Maintaining ROAS On Website Sales Campaigns For A Fashion Label | The Glu Affair

About the brand

The Glu Affair is an offbeat online fashion brand selling apparels for men & women. They are aimed at breaking fashion trends & promoting self-expression in contemporary fashion. The brand focuses on designing theme-based collections & has a quirky take on it.

Objective

Brand Building

Category

Online Fashion

Ingredients

Paid Advertising

Case study subject

Paid Advertising

Delivery Overview

The Glu Affair would generate most of their sales by participating in events like The Li’l flea. DigiChefs started working with the brand once they launched their ecom website back in 2016. A higher product price when compared with industry standards (tees priced at Rs. 800 while Roadster sells for Rs. 500) was one grave challenge we had to work on. We started running Facebook & Instagram ad campaigns to generate sales through the website. We started with selling socks and tees for men & women to gauge receptiveness in our audience groups. We started generating sales and over time kept optimizing the campaigns with all round ecommerce conversion rate optimization support, to increase the average ticket size of every transaction.

Impact

Our website click & conversion campaigns worked extremely well for the brand as we kept implementing our optimizations over time. What started as an experiment for the brand to sell online, eventually become the biggest revenue source for the brand. We started with a meagre spend of Rs. 10K on Instagram ads and today we spend much over Rs. 200K per month on a regular basis & much higher during season period. The ROAS has remained quite stable over this escalation of spends.

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