Our work · Moss · Fashion
A formalwear name (made) its move into <casualwear>
Moss had a brilliant reputation in formalwear and bigger ambitions. In late 2021 it expanded into casual clothing, and needed customers to see it differently. A three-month trial became a long-term partnership.
Potential unlocked
Change perceptions in a crowded market
Moss wanted to win casualwear customers through targeted digital channels. The objective was clear: change how people saw the brand, and increase traffic and revenue in one of the most competitive markets there is.
Size the market, then tell the new story everywhere at once
The technology mattered, but the partnership with Moss's digital, SEO and content teams is what made it work. A series of discovery calls got us into the weave of the business: what each team saw as a priority, where it hurt, and where they wanted to be.
- A search phrase analysis sized the total market Moss could reach, and a Demand Tracker built for Moss showed what was rising week to week.
- Our SEO team re-optimised existing categories and created new ones to reach the wider market, with metadata and on-page content targeting the best phrases for each.
- Because Moss was not yet known for casualwear, content and PR used editorial pieces to tell existing and new customers where the brand was heading, working alongside the internal team on the stories.
- A link acquisition strategy fed authority into both the existing and the new categories: trend-led, data-led and editorial pieces from the Digital PR team.
The Metis tools behind it
More work