Premium Menswear Brand

How do you scale a premium menswear brand that has been in India for over three decades, with a strong offline presence, digitally? 

By mid-2023, the landscape of premium men’s clothing and lifestyle was shifting. Smaller, agile D2C lifestyle brands were making noise online, capturing both attention and market share. For legacy brands, too, it was no longer just about maintaining offline dominance. It was about building a digital presence that matched their heritage.

When we partnered with a similar premium menswear brand, we desired to take their brand’s strength online in a meaningful, performance-driven way. But we noticed a few gaps:

• Digital campaigns were targeting all of India, even in markets where the brand didn’t yet have a strong recall.
• Performance efforts were focused on low AOV categories, products that didn’t drive high returns.
• There was limited insight into what was really driving conversions at a product and region level.

So, taking these learnings, we didn’t just scale budgets. We scaled strategically. Here’s what we did differently:

• Identified two hero categories with both high AOV and clear demand potential.
• Refined geographic targeting to five key states where the brand had an established presence: Gujarat, Maharashtra, Telangana, Rajasthan, and Madhya Pradesh.
• Used real-time data to continuously optimise creatives, audience segments, and ad placements, keeping ROI front and centre.

It wasn’t about being everywhere. It was about being effective where it truly mattered. And the results spoke for themselves.

Month-on-Month Growth for the Two Hero Categories

• Category A: +62.61% → +160.42% → +28.72% → +78.59%
• Category B: +1053.81% → +215.05% → -5.66% → +197.84%

Regional Sales Uplift:

• Gujarat: +33.94%
• Maharashtra: +59.37%
• Telangana: +57.60%
• Rajasthan: +50.00%
• Madhya Pradesh: +48.97%

Overall, the two categories achieved a 4X increase in ad spends while maintaining a 4X blended ROAS. More importantly, high-margin categories, which previously took a backseat, are now leading revenue contributions, a clear sign that strategy, not just spend, shaped the outcome.

The premium menswear brand was always an established name in the offline sector. Our job was to bring that same intent to its digital journey, smartly, selectively, and with measurable impact.

In a time when digital-first brands are sprinting for attention, we helped a legacy brand move with precision. And that made all the difference.