Drops need a calendar, not a campaign
Fashion moves in drops, and a drop that goes live without three weeks of build-up gets a flat first day. We plan the content calendar backwards from the launch date — teaser, behind the scenes, fit videos, launch, restock, last-few — so demand exists before inventory does. Waitlists and early access do more for a drop than discounting ever will.
Fit content reduces returns
A 35% return rate is an acquisition problem disguised as a logistics problem. Most of it comes from people guessing their size. We shoot the same piece on different body types, publish honest measurements rather than S/M/L, and film short fit videos that show drape and stretch. Every point of return rate you remove goes straight to the bottom line.
Creative volume is the lever
Apparel audiences fatigue faster than almost any other category — the same ad that worked in week one is invisible by week four. We ship 15 to 20 fresh creatives a month into the account across formats: static, carousel, UGC-style, styled reel, founder voice. Testing breadth, not budget, is what keeps a clothing account's costs down.
The second order is where the money is
First orders in apparel are usually close to break-even after shipping and returns. Profit arrives on the second. We build the retention layer — WhatsApp and email flows, post-delivery styling content, restock alerts, loyalty on repeat purchase — so your blended acquisition cost falls as the customer base ages rather than rising with it.