LuxuryRead the case
8,000+
Orders Generated
Giuzi
How we stabilized the performance of an online jewelry store through a complete audit, a UGC strategy, and campaign optimization.
Fashion & Apparel
Fashion e‑commerce: grow without living on discounts
Demand isn't the problem. Margin is, and it disappears between returns, promos, and end-of-season stock.
69.8%
Baymard Institute 2024
This is where the sector loses margin.
The sector's numbers
Four sector anchors always in view; the other metrics open with definition and range. This is where an audit starts.
Cart abandonment
69.8%4
typical
Average profit margin
45%5
typical
Conversion rate
2.2%1
typical
Customer acquisition cost (CAC)
€283
typical
The first number the sale season eats.
Other metrics
Sources
- 1. Shopify Commerce Trends 2024
- 2. Client portfolio data 2023-2024
- 3. Meta Ads Industry Benchmarks
- 4. Baymard Institute 2024
- 5. Industry standard
The range is the typical interval observed in the sector. Where you sit is what we measure in the audit.
Want these numbers on your store?
Request your diagnosisWhere fashion is already costing you margin
Every new collection leaves you with older stock to move, and margin often dies inside discount windows.
At an average margin of 45%, every extra point of sale-season discount comes out of profit, not revenue.
You keep paying more to acquire traffic, but ROAS doesn't rise enough to offset returns and promos.
With an average CAC of €28 and a sector ROAS of 3.2x, the gross can look healthy. Returns and promos decide what's left.
Your bestseller sells, but average order value stays too low to absorb CAC, shipping, and returns.
With €85 per order, 45% margin, and €28 CAC, little of the first purchase survives: real profit starts with the repeat order.
When you try to expand beyond your initial niche, the brand gets watered down and conversion drops.
Sector conversion averages 2.2%: there's no room to spare for a watered-down message.
Your ads start to look the same: same look, same hook, same creative fatigue.
Selling more is easy: just discount. The craft is growing while defending your margin.
How we work on a fashion brand
Treats: creative fatigue
Creative that sells the piece, not just the look
We test hooks, visuals, UGC, product detail, and angles to understand what brings qualified clicks and what only attracts curious traffic. The goal isn't prettier ads. It's giving people a better reason to buy.
Treats: order value too low to absorb CAC and returns
More value per order, less dependence on sale periods
We work on merchandising, bundles, upsells, and commercial calendar to lift AOV and protect margin even when stock rotation and seasonal collections put pressure on the business.
Treats: growth that stalls and you can't tell why
Clear benchmarks so you know where growth is getting stuck
We compare conversion rate, AOV, CAC, ROAS, and repeat rate against sector benchmarks so you can see whether the bottleneck is pricing, offer structure, creative, or retention.
Treats: customers who buy once and disappear
Retention that extends both customer value and collection life
Email, segmentation, and repeat-purchase logic designed to turn a first order into a second and third one, instead of forcing growth to rely on constantly buying new traffic.
How we read the account
- Contribution margin and break-even MER
- The guiding metric. We read platform ROAS, we don't steer by it.
- nCAC and margin, every week
- Weekly reading, monthly review. Numbers, not automated reports.
- Founders and seniors on the account
- Names in the contract, no handoff to juniors. Maximum 20 active e‑commerce brands.
- 30-day exit
- No exit penalties. The audit stays yours either way.
A fixed-price audit is the first step, always.
Investment and fit criteriaThe evidence
5 published cases in this industry
The questions that matter in your industry
If you're deciding whether it's worth a conversation, start here.
Do you work with premium, luxury, or more accessible fashion brands?
Yes. What changes is how we protect positioning. On premium or luxury brands, we focus heavily on perceived value, AOV, and margin defense. On more accessible brands, we watch promos, stock rotation, and CAC sustainability even more closely.
How do you tell whether a fashion brand can scale without destroying margin?
We look at the numbers that actually matter: conversion rate, AOV, CAC, returns, average discounting, repeat rate, and catalog mix. The point is not selling more at any cost. It's understanding whether growth stays profitable.
Is the problem usually advertising or offer structure?
Almost never just one thing. Often traffic is expensive because the message is weak, or the offer doesn't support margin, or customers buy once and never return. That's why we always look at benchmarks, creative, offer structure, and retention together.
What happens after the first contact?
We start with a fit call to understand whether the brand is at the right stage. We work best with ecommerce brands between €100k and €10M, with validated demand and margin worth protecting. If there's a fit, we show you what we'd look at first.
We've already been burned by an agency. What's different with you?
That's why we don't start with a contract but with a fixed-price audit: contribution margin by category, break-even MER, tracking. Then you get a proposal naming the seniors who will run the account, or a written no. Thirty-day exit.
This report is about the sector. The next one is about your P&L.
We only accept brands where we're confident we can make a real impact.
Ad spend €10k+/month
You already invest in Meta or Google and want to stop budget waste and rising nCAC.
Revenue over €500k/year
Below this threshold a senior fee weighs too much on the P&L. Above it, there is margin worth protecting and scaling.
Validated product-market fit
You have a catalog and an offer the market already buys. We do not work with pre-PMF projects or product tests.
Cost of goods data available
Without COGS, contribution margin cannot be calculated, and without that nothing can be decided.
Fit assessment, before any proposal