Jac+Jack, the Australian fashion brand known for minimalist designs, has reported a 19% revenue growth in its ecommerce sector following a strategic partnership with global ecommerce accelerator, Pattern.
Faced with economic challenges impacting consumer spending, Jac+Jack sought to enhance the efficacy of its marketing investments.
The brand collaborated with Pattern to shift their focus from brand awareness to conversion-driven strategies. This new approach, which involves leveraging Pattern’s expertise in performance marketing across various digital platforms including paid search, social media, SEO, and CRM, has not only increased ecommerce revenue but also expanded Jac+Jack’s audience.
Alara Berisha, Ecommerce and Digital Marketing Manager at Jac+Jack, noted the impact of this strategic transformation: “Partnering with Pattern has allowed us to streamline and elevate our digital approach.”
Previously, we were handling our online marketing with a broader brand awareness focus.
Since joining forces with Pattern and becoming more strategic about converting online browsers into paying customers, we’ve seen a remarkable transformation in our digital performance and an incremental revenue gain.”
One significant change in strategy involved shifting advertising spending from top-of-funnel activities, such as those on Facebook, to more conversion-focused mid- and bottom-funnel activities on platforms like Google. This adjustment resulted in a 53% year-on-year increase in revenue from search engine marketing.
Pattern’s tailored campaigns on Google Performance Max, which segmented audiences by gender and product type, further boosted conversion rates.
Bianca Robinson, Client & Operations Director at Pattern, commented: “With Jac+Jack, our goal was to maximise every dollar by targeting high-intent consumers and engaging them with relevant messaging. By structuring campaigns around specific products and audiences, we delivered measurable results that have accelerated Jac+Jack’s growth trajectory.”
Additionally, Pattern introduced AI-driven feed optimisation as part of Jac+Jack’s digital strategy. This optimisation improved product visibility, resulting in a 2.5% increase in click-through rates, a 46% reduction in cost-per-click, and a 21% boost in free listing visibility, ultimately enabling Jac+Jack to reach more consumers while making more efficient use of its advertising budget.
Berisha further elaborated: “Our collaboration with Pattern has equipped us to navigate today’s unpredictable retail environment. Their data-driven agility allows us to shift our focus as needed, whether it’s moving from awareness channels to conversion-focused ones or scaling budgets responsively. This adaptability has been crucial for our sustained growth.”
Looking to the future, Jac+Jack intends to further strengthen its digital marketing efforts in partnership with Pattern. The brand plans to explore A/B testing and new advertising formats while developing differentiated strategies for its menswear and womenswear lines, aiming to engage tailor-made segments of its customer base.
Berisha expressed optimism regarding the continued partnership: “Our partnership with Pattern has not only amplified our online presence but has allowed us to reimagine how we engage our customers. We’re excited to continue this momentum and are confident Pattern’s expertise will propel us forward in the coming year.”
