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Swing Fashion case study

Amazon

Polish fashion brand on Amazon Vendor: 90% sales growth in 10 months

Red flared satin dress
  • €188ksales on Amazon.de
    (Feb 2023 – Aug 2024)
  • €20.8ksales in a record
    month (Dec 2023)
  • €14ksales from the brand
    store alone (Brand Store)

About the client

Swing Fashion is a Polish premium clothing brand that we have supported almost from the very start of its journey with Amazon.

The brand focuses mainly on dresses for all kinds of occasions, but it also offers other garments made from high-quality fabrics. You’ll find a full overview of the range in the table below.

Swing Fashion showroom reception with the brand logo on the wall

What Swing Fashion offers

CategoryExample products
Occasion dresseswedding guest dresses, First Communion dresses, christening dresses
Everyday dressesday dresses
Outerwear and tailoringblazers
Bottomsskirts, trousers, jumpsuits
Topsshirts, women’s blouses

The clothing market on Amazon

Clothing is one of the most competitive categories on Amazon today – shoppers look for everyday wear as well as occasion dresses for weddings, First Communions and christenings, and purchase decisions are often driven by photos, descriptions and the availability of variants. Own brands that want to make their mark in this environment have to compete not only on price, but above all on the quality of their product presentation and the effectiveness of their promotion – and this is the context in which we worked for Swing Fashion.

The Client’s challenges

During a free consultation, Swing Fashion’s sales director told us about the steps the company had already taken on Amazon and the problems it faced when selling womenswear through this channel:

  • Poor visibility of listings on Amazon. Swing Fashion’s products were hard for potential customers to find, which made it difficult to grow sales.

  • Low-quality listings. The listings needed work on their titles, descriptions and photos, and product variants were missing, which made them less appealing to customers.

  • Insufficient product promotion. The company was not making effective use of promotional tools such as Amazon Ads or a brand store, which limited its reach and competitiveness.

  • No brand building. Without any activities to raise awareness of the Swing Fashion brand on Amazon, it was hard to win customers’ trust and loyalty.

What we did

Audit

We began our collaboration with a thorough audit of the seller account, pinpointing the key areas and challenges the company was facing:

  • Poor visibility of listings,
  • Insufficient product promotion,
  • No brand building,
  • Low listing quality (titles, descriptions, photos, no multi-variant listings).
Swing Fashion dresses in the brand store on Amazon.de

Strategy and solutions

We believe a good product will speak for itself – our job is to make sure it gets noticed. In an industry as competitive as fashion, having a great collection simply isn’t enough, so we built our strategy primarily around getting the Swing Fashion brand onto Amazon shoppers’ radar.

Implementing the changes

Once the goal was set and the strategy planned, we got to work on improving each element. When it came to growing womenswear sales on Amazon, we didn’t look for a single miracle fix, but for a combination of several elements working together. Based on historical sales data, an analysis of the sales categories and competitor research, we took the following steps:

  • We improved the listing titles and expanded them with the essential keywords,
  • We expanded the bullet points section,
  • We added phrases to Generic Keywords,
  • We launched a brand store (Store Front),
  • We launched Amazon Ads campaigns.

Listing content

The right listing is a crucial strategic element when selling womenswear on Amazon.

We expanded the titles so that they were packed with as many keywords as possible, which also featured in the bullet points section and in the main descriptions. We also added special features to each product, displayed above the bullet points section.

Swing Fashion dress listing on Amazon.de — title with keywords and bullet points

Brand Store

Amazon Stores let you showcase your brand and products in an engaging, multi-page shopping environment.

Stores with more than 3 pages see 83% longer shopper dwell time and 32% higher attributed sales per visitor. Amazon provides statistics that let you measure how well a given brand store is performing.

Within a few months, purchases from the Swing Fashion brand store alone exceeded 14,000 euros.

Swing Fashion brand store on Amazon.de and its sales statistics

Launching Amazon Ads campaigns

A key aspect of our work is keeping advertising costs to a minimum. The effectiveness of Amazon Ads campaigns is measured with metrics such as Advertising Cost of Sale (ACOS).

After analysing the level of competition and taking into account the budget available to us, we set ourselves the goal of keeping ACOS at 20%. Since the ads were launched, the average ACOS has been just under 19%, which is a very good result.

Ad clicks
June 202345536.5 %
July 20231,70020.4 %
August 20231,41011 %
September 20231,43916.5 %
October 20231,42121.9 %
November 20231,44618.4 %
December 20231,58319.2 %
January 20241,51117.7 %
February 20241,33016.7 %
March 20246088 %
April 202434715.7 %
May 20241,58318.3 %
June 20241,98418 %
July 20241,98036.3 %
August 20241,88822.1 %

The results of our work

As we began working together and gradually rolled out the strategy, sales rose noticeably, growing month after month. By the end of 2023, sales were around 90% higher than at the start in February.

This shows how much potential lies in a well-managed fashion brand account on Amazon Vendor – and how much depends on consistent work on visibility, listing quality and promotion, rather than on one-off actions.

Sales value (EUR)
Sales value (EUR)
February 2023384
March 20231,543
April 20231,861
May 20233,884
June 20235,177
July 20235,464
August 20239,431
September 202313,142
October 202312,652
November 202316,860
December 202320,783
January 202413,524
February 202414,676
March 202412,271
April 202414,804
May 202415,576
June 202411,614
July 20247,023
August 20247,488

Summary

Next steps

Our collaboration with Swing Fashion is ongoing, which means we keep adapting and optimising every element of the sales process to the ever-changing conditions for sellers on the Amazon Vendor marketplace.

We believe that by seeking out new advertising opportunities, actively adding new products to campaigns and continuously analysing competitors’ listings, we can push sales even higher.

Thank you for your trust!

Have your own fashion brand and want similar results?

We specialise in supporting clothing and accessories sellers on Allegro and other marketplaces. For many years, we have been helping fashion businesses increase the visibility of their listings, improve conversion and scale their online sales.

If you’re wondering whether your business has the potential to grow on marketplaces, let’s talk. We’ll analyse your situation and tell you honestly whether and how we can increase your profits.

  • +151%sales on Amazon.de
    Mar–Aug: 2024 vs 2023
  • €188ksales on Amazon.de
    (Feb 2023 – Aug 2024)

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