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.
How we turned a 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 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
Headline results from a decade of integrated marketing communications and email crm
250+
active wholesale accounts served across 20 seasons, 17 countries
5:1
ROMI across the integrated brand campaign
30-37%
email open rates double the industry average of the time
70%
annual account retention rate
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
Email marketing for e-commerce wrapped around a consumer storefront and a private wholesale website. Blog and product pages built domain authority and organic traffic, season after season, through SEO-optimised content and editorial backlinks. The results:
100k+
annual unique site visitors
458
referring domains via organic content, blogger outreach & editorial links
+58%
increase in conversion rate through site design, page optimisation & SEO
CRM
Bespoke email marketing and CRM with 1,000+ accounts profiled, segmented and maintained. Brochures and trade emails distributed, registration built into every touchpoint. The results:
1,000+
priority accounts profiled and maintained
250+
active accounts served across 20 seasons
70%
annual account retention
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:
+25%
increase in repeat orders
-20%
decrease in returns
4.9 ⭑⭑⭑⭑⭑
reviews increased from 4.7 to 4.9/5
“The unboxing is part of the experience”
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. The results:
“Email marketing drove 75% of online orders”
10x
Email list growth over six years
75%
of web orders from VIP email list members
30-37%
email open rates (50% higher than industry average of the time)
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. The results:
~200
High quality assets from influencer and ugc
~20,000
social followers generated organically
£0
paid media spend
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. The results:
On The Edge
Of Elegance
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58%
reduction in cost per acquisition over 7 months
3:1
ROMI on paid ad spend campaigns
#1
first party data and optimisation delivered the highest performing campaigns
In case you were wondering
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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.
37,000
Combined social followers
10.6%
Average Facebook engagement, 28x fashion industry benchmark (Skyword/Forrester)
33x
Instagram growth in 12 months