Elevating Luxury: From Cashmere to Handbags – YLIANA YEPEZ’s DTC Success
Image Credit: Yliana Yepez
YLIANA YEPEZ is a New York City-based luxury accessories and leather goods brand celebrated for its exceptional craftsmanship and distinctive designs. The brand offers a diverse range of products, from handbags to cashmere sweaters, catering to a discerning clientele. To enhance its direct-to-consumer (DTC) performance and expand its digital footprint, YLIANA YEPEZ engaged our services to optimise their e-commerce strategies and marketing efforts.
Project Scope and Objectives
The primary objectives of this project were to:
Enhance E-Commerce Performance: Improve the online shopping experience to boost conversion rates and sales.
Expand Brand Visibility: Increase brand awareness through strategic digital marketing initiatives and partnerships.
Implement Data-Driven Strategies: Utilise analytics to inform decision-making and track key performance indicators (KPIs).
Drive Customer Acquisition and Retention: Attract new customers while retaining existing ones through targeted campaigns.
Explore New Sales Channels: Identify and integrate additional platforms to broaden market reach.
Strategy and Execution
E-Commerce Optimisation:
User Experience Enhancements: Conducted various test-and-learn tactics to refine the user journey, including simplifying navigation, improving mobile responsiveness, and streamlining the checkout process.
Conversion Rate Optimisation (CRO): Implemented strategies such as adding a detailed returns page, reintroducing the welcome discount, and initiating post-purchase email campaigns to boost conversion rates.
Paid Media Management:
Multi-Channel Advertising: Managed and optimised advertising campaigns across Meta and Google platforms to maximise reach and engagement.
Performance Tracking: Established comprehensive analytics and tracking systems to monitor campaign effectiveness and ROI.
Targeted Campaigns: Leveraged data insights to implement campaigns aimed at attracting new customers and re-engaging existing ones.
Expansion into New Sales Channels:
Marketplace Integration: Added ShopBazaar and Seezona as new sales channels to enhance brand discoverability and accessibility.
Product Gamification: Collaborated with MUUS Collective to gamify products, aiming to engage a wider audience, read more here.
Results:
Net Revenue Growth: The brand achieved a +19% growth in net revenue during our collaboration, driven by increased website traffic and optimised conversion strategies.
Increased Traffic: Achieved a +39% increase in website traffic, indicating effective brand outreach.
New Customer Acquisition: Attained a 73% new customer rate, demonstrating successful attraction of first-time buyers.
Higher Average Order Value (AOV): Observed a 13% increase in AOV, reflecting more qualitative customers with a higher spending power.
Enhanced Brand Visibility: Integration into marketplaces like ShopBazaar and Seezona, along with active social media engagement, contributed to increased brand visibility and sales.
Successful Product Launches: Introduced collections such as the LULU and Travel Edition, with neck-warmers experiencing sell-out success.
Checkout Success: Sessions reaching checkout increased by +36% due to on-site experience optimisation, relevant messaging, and reducing the path to checkout.
Reinforced Brand Messaging: Strengthened brand positioning through a fair return policy and seasonal incentives, further enhancing customer trust and engagement.
Conclusion:
By implementing a comprehensive, data-driven strategy, YLIANA YEPEZ has strengthened its digital presence and DTC performance. The brand is well-positioned to capitalise on emerging opportunities, ensuring sustained growth and market relevance.
About the brand:
Founded by designer Yliana Yepez, the eponymous brand is synonymous with contemporary luxury, blending artisanal craftsmanship with modern aesthetics. Known for its meticulously handcrafted handbags, accessories, and cashmere pieces, YLIANA YEPEZ embodies sophistication and innovation. The brand’s commitment to quality, exclusivity, and timeless design has made it a favourite among fashion-forward individuals and celebrities alike.
Visit YLIANA YEPEZ here: www.ylianayepez.com