Case Study · Fashion
AYBI: Selling collections with speed and control
AYBI is a Berlin designer label for womenswear with its own collections, selling online as well as through retailers. Fashion sold in collections depends on timing. We worked to make sure the online shop opens every new season with momentum and in a measurable way.
I'll show you where your shop loses buyers.
Every season has its own rhythm
A label with its own collections works in fixed cycles. The stock arrives, finds its buyers within the season, and the next collection is already on its way. Every week of strong sales protects the margin, because markdowns come at the end of the season.
For the online shop, that means improvements work best when they are ready for the collection launch. At the same time, sales need to keep running smoothly during the peak, so changes stay measurable and under control. Then there is advertising. Designer fashion relies on images made for a lookbook. In an ad feed, those images need their own adaptation to stand out among many others.
Staying measurable at seasonal speed
We work closely with the label. It starts with a test plan. It sets out how changes to the shop are tested, so their effect stays visible and every decision rests on data. For a label with tight time windows, that is the basis for everything else. That way, each change can be evaluated before the next one comes.
For the new season, ad creative was produced with an external design team. It is built for the ad feed, where an image has seconds to win people over among many others. A lookbook follows different rules. We checked the product copy in advance in a preview version before it went live. That shows early which wording works, while current sales carry on undisturbed. The visuals are made for small screens, where most ads are seen.
Collection fashion needs speed and control
In our view, fashion labels with collections combine two strengths that complement each other well. They act fast and base every decision on data. A test plan in place before the season brings both together. We also recommend designing ad creative specifically for the ad placement and checking copy before it goes live. Both free up room for what matters during the peak. Once the process is in place, you can reuse it for every collection that follows, and each season starts with a little more confidence.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.