Abhishti
ETHNIC AND CONTEMPORARY FASHION · INDIA30%
Month-on-month business growth
Average order value increased 25%, while menswear grew to 15% of total sales.
FASHION E-COMMERCE · PROFITABLE SCALE
30% month-on-month growth, as ROAS rose from 1.5 to 3.5.
Abhishti needed to scale sales, recover average order value and move post-season inventory without sacrificing efficiency. Audience expansion, sharper retargeting and collection-level merchandising created profitable headroom.
See how we got there- Category
- Ethnic and contemporary fashion
- Scope
- Meta, Google, retargeting and merchandising
- Objective
- Scale above a blended ROAS of 3
- Constraint
- Inventory, AOV and audience expansion
month-on-month growth
improvement in blended ROAS
increase in average order value
of sales contributed by menswear
01 · THE BRIEF
Scale revenue while restoring efficiency and inventory health.
Growth, average order value and ageing stock had become one connected problem.
Abhishti sells ethnic wear alongside contemporary pieces under Blue Hour. The brand wanted to resume growth while maintaining a blended return on ad spend above three.
The system also had to recover average order value, expand beyond existing audiences and give post-festive inventory a commercially relevant reason to sell.
THE GROWTH QUESTION
How do you scale a fashion account when the same plan must improve ROAS, basket size and inventory movement?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
Existing audiences limited scale
Meta and Google needed new pools of demand without losing the efficiency of proven customer segments.
Festive stock had aged
Collection inventory remained after the season and needed new positioning rather than deeper media pressure.
Average order value had fallen
A roughly 25% decline in basket value was weakening daily revenue even when orders continued.
“Media became more productive when audience, offer and collection strategy were designed together.”
03 · THE SYSTEM
Reconnect targeting with merchandising and basket economics.
The account expanded cold demand while making retargeting, collection messages and purchase incentives more commercially specific.
Expand cold audiences
Proven customer patterns became the base for broader prospecting rather than repeatedly exhausting the same pools.
Deepen retargeting
Custom Pixel audiences increased retargeting's share of spend from 12% to 25%.
Reframe ageing inventory
Festive styles were segmented by collection and repositioned as wedding wear to create a relevant new buying occasion.
Lift basket value and open menswear
Coupon thresholds, a prepaid incentive and dedicated menswear campaigns strengthened order economics and unlocked a new category.
Audience→
Collection→
Message→
Basket value→
ROAS + inventory
Retargeting scaled from 12% to 25% of spend
Festive wear repositioned for weddings
Menswear launched as a dedicated growth category
04 · THE OUTCOME
30%MONTH-ON-MONTH BUSINESS GROWTHGrowth returned with stronger basket and category economics.
The business recorded 30% month-on-month growth while blended ROAS improved from 1.5 to 3.5. Average order value increased 25%, and the targeted inventory was sold through.
Google achieved a 5.59 ROAS, Meta scaled the business by 150%, and the newly activated menswear category grew to 15% of total sales with a 3.2 ROAS.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Prospecting and retargeting balanced
The account widened demand while investing more deliberately in people already showing intent.
Inventory found a new occasion
Collection-level positioning turned ageing festive stock into relevant wedding wear.
Basket strategy improved media
Coupon thresholds and prepaid incentives helped each converted session create more value.
Profitable scale arrived when the account stopped treating media, merchandising and basket value as separate levers.
YOUR NEXT GROWTH CHAPTER
Need growth that also improves inventory and ROAS?
Bring us the catalogue, the media mix and the commercial constraints. We will help you build one system around them.
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