Your advertising is hitting its targets. A product barely makes money. Your latest collection sells out.
So you increase the ad budget, discontinue the product or order more stock.
Each decision sounds reasonable. Until you look at what it's doing to the rest of the business.
The Brand Worlds Audit looks at your customers, products, marketing, inventory and costs together. We show you what's happening, why it's happening and what we'd recommend doing about it.
Complimentary 30-minute consultation for established fashion ecommerce businesses.
The advertising is working, so you spend more.
The product has weak margins, so you remove it.
The collection sells out, so you order more.
Choose a scenario to see why each decision might be a mistake.
These scenarios are fictional.
The paid campaigns keep hitting their ROAS targets and bringing in new customers.
The marketing team wants to increase the budget.
Most of the new buyers came in through a first-order discount.
When they look at the products at regular prices, few come back to buy again.
After 90 days, those customers haven't placed enough additional orders to cover what the brand spent acquiring them.
After discounts, product costs, shipping, fees and advertising, the average new customer still hasn't brought in enough money to cover their acquisition cost.
The campaigns keep hitting their advertising targets.
Increase the budget.
The brand is paying to acquire customers who aren't bringing enough money back within 90 days.
More first orders won't solve that.
Don't increase spending on this discount-led campaign yet.
Use the actual contribution from those customers—not ROAS alone—to decide which acquisition offers deserve more budget.
Only increase spending where the customer economics can support it.
If the brand keeps buying more customers who don't recover their acquisition costs, the total shortfall grows with the advertising budget.
As competition increased, IVY Boutique was pricing some of its products below competitors to stay relevant.
But interviews with its best customers revealed something important.
Those customers weren't primarily choosing IVY because it was cheaper.
They liked finding distinctive pieces that fit well and didn't make them look like everyone else.
So competing harder on price wasn't the answer.
The work shifted toward making IVY's point of difference clearer, bringing in more exclusive products and changing how those products were priced and presented.
The broader engagement also included changes to the website, customer experience and the way the business operated.
Reported in the published IVY case study over the wider strategy and implementation engagement, with organic traffic and no paid acquisition.
“We are not just another client or number. We are partners of success.”
Layla Rochefort
Co-founder of IVY
A list of things that might be wrong isn't enough.
You need to see where the problem starts, how much it matters and what should change.
That's what the Audit is designed to give you.
We look at the sales, products, customers, marketing, costs and other parts of your business that matter to the problems you're facing.
We check what is making money, what is costing money and where one decision is creating problems somewhere else.
We also look for things that are working well and shouldn't be changed.
The finished Audit explains what we found and why we reached those conclusions.
We don't hand you a list of suggestions and leave you to decide which ones matter.
The plan tells you:
You should be able to give the plan to your team and have them understand what needs to happen.
The Audit includes three founder working sessions.
We'll go through the findings, explain the recommendations and answer your questions.
You won't be handed a report and left to figure out what it means on your own.
You don't need to hire Brand Worlds to make the changes.
You can use your own team or existing partners.
If you want Brand Worlds involved afterward, that can be discussed separately.
A marketing audit can show you what's happening in your campaigns.
We also look at what happens after someone clicks the ad and places an order.
Does the sale leave enough money after product, shipping and other costs? Does the customer buy again? Is the business spending too much to win that customer?
Sometimes the ads need fixing.
Sometimes the problem is somewhere else.
The Audit is meant to tell you which it is.
You don't need to be struggling.
You might be deciding whether to spend more on advertising, open another store, change your prices or expand your product range.
Those decisions involve money and risk.
The Audit can help you see whether the numbers support the next move—and what is already working well enough to leave alone.
That depends on what needs to be checked.
For example, we may need sales reports, product costs, advertising spending, customer purchase history, return information or inventory records.
We'll agree on what information is needed before the work begins.
We won't ask for access to everything without explaining why.
The Audit includes three working sessions with you.
We'll also need the agreed business information so we can complete the analysis.
Before you commit, we'll explain what we'll need from you and the expected schedule.
No.
You can explain the problem and tell us what you've already tried without handing over your financial reports.
If you decide to commission the full Audit, we'll agree on which records are needed and how they'll be handled before asking for them.
We'll talk through the problem you brought us.
If we think a full Audit would help, we'll explain what that would involve.
You can decide whether you want to take it further.
There's no obligation to commission the Audit.
Maybe you're deciding whether to increase advertising, discontinue a product or place a bigger inventory order.
Bring us the decision you're trying to make.
We'll spend 30 minutes talking through what's happening, what you've already tried and what we'd want to understand before making the call.
Complimentary 30-minute consultation. No obligation to purchase an Audit.
