Download the new free white paper: Gifting season white paper
Download the new free white paper: Gifting season white paper
Niche marketing at its finest: a ROAS of 5 for three years running. In an era dominated by fast fashion, Laboutiek offers a refreshing alternative with its timeless fashion collections. This brand sets itself apart by designing clothing that remains relevant and stylish today, tomorrow and far into the future.
With this approach, Laboutiek has positioned itself not only in the Netherlands but also internationally as a champion of sustainability and quality. Their range, which spans from business attire to casual chic, has been carefully curated for the modern woman.
Laboutiek ensures that it can present itself with confidence in any situation, making a strong statement against the transience of the fast fashion industry.
Laboutiek
2021 – present
For Laboutiek, the core of the strategy lay in dynamic campaigns on Meta and various Google search and shopping campaigns. Meta was largely used to reach new target audiences. The Google campaigns focused on actively searching target audiences, including loyal customers.
From Laboutiek’s campaign, we have learnt how essential it is to respond precisely to the wishes and needs of the target audience, by always providing the right content at the right time. Particularly for the range of stylish businesswear for women, adopting seasonal marketing strategies proved to be a game-changer.
By tailoring the content to the seasons and the launch of new collections, we were not only able to meet the changing clothing needs of Laboutiek’s customers throughout the year, but we also responded to the demand for office-appropriate outfits.
In doing so, we learnt the importance of a thorough understanding of where the target audience is online and how we can effectively connect with their interests through online marketing. The notion that the target audience – women aged between 40 and 65 – could not be reached via social media was completely disproved by our results. The engagement and sales figures demonstrated that these women are indeed active and can be influenced via online channels. This experience highlights the importance not only of the right content and the right timing, but also of choosing the right channels to drive engagement and sales.
Before Laboutiek began working with DRIIVN, the brand faced a difficult task: boosting online sales proved challenging, despite offering a unique collection. In a market saturated with discounts and fast fashion, the biggest challenge for Laboutiek was how to increase their visibility and sales without compromising their core values of quality and sustainability. Striking this balance between remaining true to the brand’s values and competing in an aggressive retail environment was at the heart of the challenge for which we were called upon.
By cleverly responding to the needs of a specific target audience – the 40–65 age group – we were able to significantly increase online visibility and sales. This strategy, aimed at strengthening brand awareness and precisely targeting their audience, resulted in a boost in online sales and an average Return on Ad Spend (ROAS) of 5.
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