Standout is a men’s online fashion retailer providing premium brands at affordable prices. It was created in 2005 when its founder discovered a gap in the market – an accessible online platform that houses the best of men’s designer fashion under one roof.
We’ve worked with Standout for many years. After a long period of success, sales had become stagnant for almost 12 months, prompting the brand’s founder to contact us to help turn things around. The men’s fashion sector has never been more competitive, and so we devised a marketing strategy across PPC, SEO, content and email marketing to change the business trajectory and establish Standout as a leader in its niche.
Collection pages (such as specific brand ranges, different product categories, etc.) were optimised by creating new, keyword-focused meta and on-page content. Numerous duplicate titles were identified and rewritten to avoid cannibalisation and to help improve organic search visibility.
We devised content calendars based on thorough keyword research, emerging trends and seasonal patterns, to craft monthly blog articles that answer questions, offer style advice and, of course, promote Standout’s latest products. Creating detailed product comparisons, tips on how to style Standout products, plus seasonal gift guides allowed us to rank for a range of specific search queries such as “what to wear with grey joggers” (390/mo) and “mens summer fashion” (4,400/mo).
Our SEO team focused on improving customer journey and creating SEO-focused content, based around what’s best in terms of user experience – rather than concentrating primarily on search engines and rankings. This has vastly improved the quality of content we have created for Standout, as every task is designed with the intention of targeting rich keywords that are highly relevant to the target audience.
We conduct regular technical SEO audits to quickly identify and amend technical errors such as broken links, images, and slow loading speeds. This helps to keep overall website health in check, which can be a significant factor in how a website fairs among others in organic search listings.
After winning the account for the third year running, we began to work with Standout to build an influencer marketing strategy. By sourcing suitable influencers with large followings, we were able to promote Standout and its products to an already engaged audience looking for the latest designer menswear styles. By carefully selecting a range of men’s fashion and lifestyle bloggers with high engagement rates, we were able to reach Standdout’s target demographic and gain high-quality user-generated content that could be reshared on the brand’s own channels for a more authentic and personal approach than professional ecommerce photography.
Forming connections with fashion bloggers (based on website traffic and domain authority), we were able to acquire a steady stream of high-quality backlinks in exchange for gifted products, to help boost Standout’s own domain authority and traffic, which in turn helped to boost organic search visibility.
Our team closely monitored PR opportunities, regularly pitching Standout for relevant features and placements in highly regarded and trusted publications that the brand’s target audience looks to for product recommendations. This in turn strengthened Standout’s reputation and created a steady stream of targeted referral traffic to the website.
We work in cohesion with Standout’s Google Shopping partner, mining conversion data to produce an effective, innovative PPC strategy consisting of best-performing brands and products. We regularly tested and monitored targeted keywords and ad copy to help drive valuable conversions and support overall PPC revenue in a highly competitive ad space. Standout’s Google Shopping partner implements a very niche strategy to isolate converting search terms using priority settings, which in turn, helps effectively focus the budget on conversions, which drives down CPA figures – whilst still increasing revenue and ROAS.
We introduced retargeting campaigns across Facebook, utilising the platform’s precise targeting features to help Standout reach its target audience. We have created multiple campaigns using dynamic remarketing and ad carousels, meaning users who have previously visited the website but not converted are served personalised ads, including the products they have already shown an interest in.
In addition to remarketing, we’ve also implemented another valuable Facebook targeting feature in our strategy called ‘lookalike audiences’. Facebook recognises qualities that are similar to existing customers and builds a group around them. Using lookalike audiences, we were able to reach thousands of new users who were likely to be interested in Standout’s products. This strategy achieved a website purchase ROAS of +2,531% in the first 12 months of implementation.
We communicated seasonal trends, relevant product launches and engaging, informative content through a cleverly implemented email strategy. After analysing Standout’s previous email marketing strategy, the existing subscribers were receiving inconsistent, sporadic messaging solely about upcoming sales and promotions. To reactivate and replenish the subscriber list, we implemented a plan to send out fortnightly, informative emails. As a part of this strategy, we developed a customer lifecycle automation email series to reactivate customers to encourage repeat purchases.
*May 2025 vs May 2024