Luxury Lingerie
Email Marketing & IMC
How email marketing kept an independent luxury brand in the world’s best stores for a decade
Challenge
What makes luxury buyers choose your brand over every other?
Insight
Luxury buyers are curators. They back the feeling of something already coveted — worn by tastemakers, stocked by bellwethers. That feeling must be forged before the meeting and show season begins — and followed through impeccably at every customer interaction.
Active wholesale accounts served across 20 seasons, 17 countries.
+250
Headline results from a decade of IMC and email marketing
Annual account retention rate.
70%
ROMI across the integrated brand campaign.
5:1
Email open rates, double the industry average of the time.
30-37%
Turning seasonal creative output into an integrated marketing and email machine
We built a biannual structure and crafted every touchpoint to uphold standards through integrated marketing communications across paid, earned, shared and owned channels. Pre, during and post sale. Trade and consumer channels.
Pre-launch, the first pieces landed on Victoria Beckham and in Coco de Mer. Barneys and Selfridges soon followed. Esquire called it white hot. Online, a growing email list of VIP subscribers signed up before stock arrived. That momentum, built by Niki and Scott on creative discipline, omnichannel and email marketing across twenty seasons, drove three quarters of online orders at peak.
Brand:
Luxury Lingerie
Industry:
Fashion
Luxury & Premium Upper Middle
Skills:
Integrated Marketing Communications
CRM Marketing
Email Marketing
Led by:
Niki McMorrough
Scott Parker
Seasonal Timeline
Pre-Launch
Branding
We crafted logo, guidelines, tone – and told the brand story across 250 stockists and 17 countries for twenty seasons.
Sales Kit
Lookbooks that started conversations. Line sheets that closed them. Custom hangers, point-of-sale materials and staff training that made every stockist a brand ambassador.
Press Kit
Seasonal press kits to a curated opt-in email database of stylists, editors and photographers — built over years into a direct line to earned media across Vogue, W, Pop, Elle and Marie Claire.
“Made by Niki is white hot”
Launch
Website & SEO
E-commerce web design for a consumer storefront and a private wholesale website. Regular blog and product pages built domain authority and organic traffic, for twenty seasons, through SEO-optimised content and editorial backlinks.
Increase in conversion rate through site design, page optimisation & SEO.
+58%
Annual unique site visitors
+100k
Referring domains via organic content, blogger outreach and editorial links.
458
CRM
Bespoke email marketing and CRM with 1,000+ accounts profiled, segmented and maintained. Brochures and trade emails distributed, registration built into every touchpoint.
Annual unique site visitors.
+100k
Priority accounts profiled and maintained.
+1000
Annual account retention.
70%
Sustain & Amplify
Packaging
A striking mailing box with foil branding, satin ribbon handle and a card bodyform inside — with hidden delights beneath a false bottom to keep the experience going after the reveal. The results:
Decrease in returns.
-20%
Increase in repeat orders.
+25%
“The unboxing is part of the experience”
Reviews increased from 4.7 to 4.9/5
VIP
Every consumer touchpoint captured an email signup, from post-purchase to abandoned cart to birthday mechanics. The email marketing list for ecommerce grew tenfold in six years and drove 75% of web orders at peak.
“Email marketing drove 75% of online orders”
Percentage of web orders from VIP email list members.
75%
Email list growth over six years.
x10
Email open rates (50% higher than industry average of the time)
30-37%
Influencer & UGC
Integral to the integrated marketing campaign, we placed pieces with the people who influenced our customers, and set off a chain reaction of user generated content.
Social followers generated organically.
~20k
High quality assets from influencers and ugc.
~200
Paid media spend.
£0
Of Elegance
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Paid
Paid retargeting closed the integrated marketing loop across Facebook, Google and AdRoll, with every event tracked and activated. First party data and optimisation consistently outperformed all paid alternatives.
Reduction in cost per acquisition over 7mths.
58%
ROMI on paid ad spend campaigns.
3:1
First party data and optimisation delivered the highest performing campaigns.
#1
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Your email marketing list, hands down. You need integrated marketing communications to build your fanbase across digital, social and traditional platforms, but you must capture their email address to make them captive — and provide valuable content to make them convert. Tell us about your brand, and we’ll tell you how we’ll help you grow.
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We work primarily with established brands. If you’re a startup, we’ll want to understand your funding position and your appetite for a genuine two-year commitment before we have that conversation. Brand infrastructure takes time to compound — and we want to see it through. Let’s talk first.
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Two ways. Project-based — a defined scope, a clear deliverable, a fixed engagement. Or retained — ongoing strategic and creative support across all channels, acting as your external marketing team. Most clients start with a project and stay on retainer. Tell us about your project, and we’ll scope it out.
Social
The combined social audience grew 5x in four years with industry-beating engagement rates.
Combined social followers.
37k
Instagram growth in 12mths
x33
Average Facebook engagement, x28 industry benchmark - Skyword/Forrester.
10.6%