Optimizing the Performance of a Luxury Fashion Brand

Interview with Umberto Suraci, Media Supervisor at Intarget

Intarget continues to expand its leadership in the fashion industry, guiding more and more brands toward digital success on a global scale. An ongoing collaboration with a well-known luxury fashion brand highlighted the effectiveness of our strategies, developed in synergy with Google. We interviewed Umberto Suraci, Media Supervisor at Intarget, to gain insights into the challenges faced and the successes achieved.

What were the most interesting aspects of the project?
Certainly. The situation was complex: rather than a project, it was about managing performance and the sales peak that this brand experiences at the end of the year. The client was under immense pressure to achieve high sales volumes, as the results from September to November had been negative. The strategy was to recover as much as possible to compensate for the e-commerce losses during the final phase of the year, a period when this brand generates 50% of its revenue.

What did you do in practice?
We fully leveraged Google’s machine learning through Search Ads, implementing manual predictive strategies and inputs to avoid missing opportunities driven by trends. For example, we found that every Monday, from the end of November onwards, there was an increase in the conversion rate. We were able to capitalize on these peaks thanks to the strategies we employed, which contributed to a record-breaking December.

What was the main challenge?
The main challenge was volume. We had to push to the limit to avoid missing opportunities, sacrificing efficiency to maximize sales performance. Thanks to this strategy, we achieved positive results in paid media compared to the previous year, while all other channels were negative.

The winning factors were the use of machine learning, the ability to analyze historical data, and manual inputs to the system. Is that correct?
Exactly. In addition, we set daily targets to meet specific revenue and budget goals, which was challenging but effective.

Do you have any lessons learned or best practices to share?

It’s crucial to pay attention to micro trends during peak season, analyzing data not only at the macro level but also in finer detail. This allowed us to plan meticulously and continuously adapt the strategy.

And regarding the collaboration with the Google team?

The collaboration with Google, particularly with our account manager, was excellent. Working closely together allowed us to validate the strategy and make the most of their internal data. The joint validation and execution led to outstanding results.

Intarget’s integrated approach, combined with collaboration with Google, delivered significant results during the peak season for a major luxury fashion brand. The ability to analyze data, leverage machine learning, and adapt strategies in real-time proved to be a winning formula, once again confirming Intarget’s expertise in the fashion industry.

READ THE FULL CASE STUDY AT THE FOLLOWING LINK