How do you grow a specialist fashion label when the big retailers own the search results?
By planning media around how people actually shop for clothes through discovery on social, intent on search, and retargeting that closes the sale. Route plans and buys across Meta, Pinterest, Google Shopping and paid search for specialist fashion and homeware retailers, and reports on the sales that follow.
Who this is for
Marketing leads and founders at specialist fashion, apparel and lifestyle retailers who sell online and cannot outspend the high-street giants. If your growth depends on being found by the right shopper at the right moment, this is work we know well.
Why Route
Because specialist retail rewards precision over budget. We build audiences around genuine buying signals, split spend between demand-building and demand-capture, and measure to the order so every pound is accountable to sales rather than clicks.
Our experience in fashion and retail
For Knitwear Queen, a specialist knitwear retailer, we combined paid social across Facebook, Instagram and Pinterest with paid search on Google Shopping along with text ads to build online sales for a niche catalogue. For Cream Cornwall, a Cornish homeware brand, we ran Google Shopping, paid search, dynamic retargeting and paid social during a pandemic peak that included Black Friday and Christmas, lifting sales by 237% year on year. For The Metrocentre, we planned hyperlocal social and display for its Fashion and Beauty Festival, reaching 120,000 target consumers within a 40-minute drive time.
Related work
Knitwear Queen - Shopping and social
Google Shopping, paid search and paid social keeping a specialist knitwear retailer's sales moving through a new website launch.
Read the case study
Cream Cornwall - e-commerce growth
+237%
Sales
Paid search, shopping and paid social built around customer data for a heritage homeware brand's first digital campaign.
Read the case study
Metrocentre - Fashion and Beauty Festival
Over 120,000
Target consumers reached across Facebook and Instagram
A three-week hyperlocal Facebook and Instagram campaign driving footfall to a shopping centre's spring festival.
Read the case studyCommon questions
Can you compete against the big fashion retailers on a smaller budget?
Yes, by not competing on their terms. We target the specific shoppers most likely to buy your range, concentrate spend on high-intent moments, and use retargeting to recover browsers, so a smaller budget works harder rather than spreading thin.
Which channels work best for fashion and apparel?
It depends on the range and the shopper, but discovery usually starts on Meta and Pinterest, intent is captured on Google Shopping and paid search, and retargeting closes the sale. We plan the mix around your products and buyers rather than a fixed template.
How do you handle seasonal peaks like Black Friday and Christmas?
We flight budget to match demand, building audiences and warming shoppers ahead of the peak so that spend during the busiest weeks converts efficiently. Our Cream Cornwall work ran across exactly these periods.
Will we see the sales, not just the clicks?
Yes. We track orders and revenue so reporting shows the sales your media generated, and we keep campaigns in your own ad and analytics accounts.
Ready to grow your online sales?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief and we make every effort to respond within one working day.