In short
The category is not talking about the cloth, and your natural-fibre range gives you a direct, uncontested route into that gap.
We start by building material-honesty creative around the Cable Knit Jumper and the Field Jacket, and use those as the lead units in a cold-prospecting campaign targeting the considered-wardrobe audience in London and the South East.
Shopify health
Your store is generating real revenue with a strong repeat rate and a clear product identity built around natural fibres and considered construction. The unit economics are tight but viable at your launch budget, and your conversion rate gives us a credible foundation to build from. The reason this lands at ready to test rather than ready to scale is simply advertising history: we have no prior paid-media data to learn from, so the first 30 days are a deliberate, structured test before we accelerate.
The strategy
Talk about the cloth, not the look.
The challenge
Your products are built around natural fibres and honest construction, but the category default is aspirational mood-board advertising that never names the material or shows what the garment actually does. In a market where Reddit threads are full of shoppers burned by pilling polyester, the gap between what your brand actually is and how brands in your space typically present themselves is your structural problem: if you advertise like the category, you disappear into it.
The opportunity
The category is not talking about the cloth. Every competitor from Thought Clothing to Toast is running lifestyle imagery and vague sustainability language, but no one is naming the lambswool, showing the waxed cotton working in rain, or saying plainly that this garment will not pill after three washes. The audience is already using words like 'cost per wear', 'heirloom quality', and 'investment pieces': they have the vocabulary and the intent, and no brand at your scale is speaking directly to it.
How it shows up
- Creative
- Every ad leads with a specific material claim: the fibre name, the construction detail, or the honest wear characteristic, shown in close-up or demonstrated in real conditions rather than posed in golden light.
- Channels
- Meta carries the material-honesty creative into cold prospecting, and Google captures the intent signal from shoppers already searching for natural fibre and capsule wardrobe terms.
- Targeting
- We chase category intent signals rather than demographic clusters: people searching natural fibre, lambswool, and investment wardrobe terms are self-identifying at the moment of highest relevance.
- Products
- The Cable Knit Jumper, the Field Jacket, and the Wide Leg Trouser lead because each has a specific, nameable material story that no competitor is currently telling.
- Objective
- We are optimising for first-purchase cost per acquisition below the £37 ceiling, knowing that your repeat rate means a customer acquired once is worth nearly twice a single order.
Your ads today
What we found on your account
Meta and Google are both running, with two clear shapes. Meta is fragmented at the audience layer and reading partial on measurement, mostly because the attribution window in Ad Manager doesn't match Shopify's, with event match quality compounding it. Google Search is cleanly measured but spending into broad-match drift; tightening that and refreshing the negative list together would recover most of the leak. The biggest single move sits on Meta: consolidating prospecting into Advantage+ Shopping and excluding past purchasers from cold reach.
Measurement: partial. Meta-reported revenue vs Shopify-confirmed differs by £1,840 this month (Meta over).
Measurement: trustworthy. Google Search-reported revenue vs Shopify-confirmed differs by £120 this month (Google Search over).
The three biggest opportunities
- 1. Consolidate fragmented Meta ad sets into Advantage+ Shopping and differentiate the cold prospecting that remains.~£1,250/mo
Passo will fix this.
- 2. Prune broad match on Google Search and reweight the top non-brand campaigns toward phrase and exact.~£820/mo
Passo will fix this.
- 3. Exclude trailing-180-day Shopify purchasers from every Meta cold prospecting ad set.~£620/mo
Passo will fix this.
Full Meta audit. 4 things we'd change
11 active ad sets across two prospecting campaigns, 6 in LEARNING_LIMITED. Significant audience overlap on cold prospecting; no Advantage+ Shopping campaign live.
No trailing-180-day Shopify purchaser exclusion on any active cold prospecting ad set. Roughly 14% of prospecting impressions reaching past purchasers.
Only 1-2 new creatives shipped per week across all ad sets; creative fatigue showing on the top-spending ad set (click-through rate down 22% over the trailing 14 days).
2 distinct hook archetypes in the active inventory (fabric-led and founder-voice). Missing customer-quote and price-anchor hooks.
Already in place: 2 levers. No further room here.
Full Google Search audit. 3 things we'd change
47% of trailing-30 search spend on broad-match keywords with no target cost cap. The search-terms report shows £820 of zero-converting tangential queries.
Negative keyword list hasn't been touched in 5 weeks. Estimated £360/mo of low-intent + competitor queries still slipping through.
Average Ad Strength sitting at 61% ("Average"). Most ad groups have 8 headlines and 2 descriptions, short of the 15×4 target.
Already in place: 2 levers. No further room here.
What you should also be running yourself
Our focus is on new customer acquisition at the moment, so we don't take this on, but here's what we'd suggest you set up.
- Retargeting your existing visitors on Meta
No active dynamic product ads campaign delivering against the catalogue with site-visitor custom audiences in the trailing 30 days.
- Brand search defenceAlready running
Active brand campaign on "wren and thread" and close variants; 94% impression share on the primary brand term.
Your products
We've had a look at your catalogue, thinking about which products would be best to advertise. These are the ones that consistently bring in new customers and have the strongest story to tell.
Highest unit volume and the strongest new-customer acquisition rate, making it the natural entry point for first-time buyers discovering the brand
Highest revenue SKU with a strong new-customer rate and a fibre story (lambswool) that directly answers the category's biggest consumer frustration around synthetic materials
Wide-leg trousers are the dominant silhouette trend identified in the category signal, and recycled wool gives the material-honesty angle a clear proof point
Your audience
We've looked at your customers and we think they fit into these groups. Each one has different habits, so we'll reach them in different ways.
Women in their late twenties to early forties who are deliberately replacing fast fashion with a smaller set of natural-fibre pieces they intend to keep for years
She is 28 to 42, lives in London or the South East, and has made a conscious decision to stop cycling through cheap garments. She talks about cost per wear, capsule wardrobes, and investment pieces. She reads about sustainability but is not evangelical about it: she buys natural fibres because they feel better and last longer, not to signal virtue. She is prepared to spend more on a single well-made piece than she would have three years ago. She is likely to come back for a second purchase within six months.
Women aged 25 to 38 looking for event and evening wear that feels elevated without the disposable-dress price trap
She is 25 to 38, London or Manchester-based, and is tired of buying a new dress for every occasion and wearing it once. She has started thinking about whether a piece works across multiple settings: a slip dress for a wedding weekend that also works for dinner. She is drawn to quality fabrics and clean cuts rather than trend-driven statement pieces. She reads about personal style and is increasingly influenced by editorial content rather than influencer hauls.
Men and women aged 30 to 50 in London, Scotland, and the South West who want clothes that look good but can actually do something
He or she is 30 to 50, probably owns a dog, walks a lot, and wants clothes that work outdoors without looking like workwear. They are drawn to waxed cotton, wool, and natural fibres not just for sustainability reasons but because those materials genuinely perform better in the British climate. They are not fashion-led but they are taste-led: they want things that look right and last. They are the most likely repeat purchasers in the cohort and the most likely to buy across categories.
Where are your customers?
| Region | Customer share | Recommended spend |
|---|---|---|
| London | 45.0% | 45.0% |
| South East | 20.0% | 20.0% |
| Manchester | 11.0% | 11.0% |
| Scotland | 8.0% | 8.0% |
| South West | 6.0% | 6.0% |
- Weight your budget toward the regions with the strongest customer base.
- Run location-specific creative and bids where you have a clear concentration, to lower cost per customer there.
- Test smaller budgets in regions with lower coverage to build awareness before scaling.
How they talk about what they want
Search terms that matched your audience.
Our proposed channel mix
How we'd split your budget across channels to reach the groups above. The mix is built around where they already spend their attention.
How we would split your budget
- Meta40%
Meta carries the largest share because the per-acquisition economics are typically the strongest first 30 days, and lookalike + interest expansion gives us the fastest read on which audiences are working before we lean into Google and the agentic media buying partners mix.
- Google30%
Google takes the second-largest share because Search captures the demand the rest of the plan generates, the cheapest converted click in the media plan is almost always a brand search at the end of a Meta or agentic media buying journey.
- Open web30%
Premium publisher placements bought on your behalf through our publisher network. Reaches the audiences Meta and Google can't, with the same Shopify-grounded conversion signals.
Meta plan
Meta
Meta carries the largest share because the per-acquisition economics are typically the strongest first 30 days, and lookalike + interest expansion gives us the fastest read on which audiences are working before we lean into Google and the agentic media buying partners mix.
Objective
New-customer acquisition with a CAC ceiling set against your blended lifetime value; past purchasers excluded from every prospecting set so paid spend reaches genuinely new buyers.
Audiences
Lookalike off your trailing-180-day top-revenue purchasers, with Advantage+ audience expansion letting Meta's bidder find pockets we couldn't hand-spec.
Creative
4-6 new creative variants per week, drawn from your catalogue and refreshed against fatigue, with a 30% floor on UGC and founder-voice formats.
Campaign structure
70% Advantage+ Shopping primary carrying the catalogue, 30% cold-prospecting backstop running hand-crafted hooks the catalogue wouldn't surface.
Lead products
Lead with Essential Organic Cotton Tee, Oat, Cable Knit Jumper, Lambswool, and Wide Leg Trouser, Recycled Wool, strong new-customer rate in your Shopify data with hooks that land inside two seconds of video.
Channel role
Meta carries cold prospecting at scale, the fastest read on which audiences are working before we lean into Google and the open-web partner mix.
Google plan
The audiences we'd target on Google, and how we'd split that budget across Search, Performance Max and YouTube.
Google takes the second-largest share because Search captures the demand the rest of the plan generates, the cheapest converted click in the media plan is almost always a brand search at the end of a Meta or agentic media buying journey.
Objective
Sales goal across every campaign with conversion tracking pinned to Shopify-verified orders, the cheapest converted click on Google is almost always the last touch on a journey we already paid to start.
Audiences
Search keywords + Custom Segments built around Considered wardrobe builders and Occasion dressers stepping away from fast fashion, with Performance Max retargeting your 365-day site visitors.
Creative
Three responsive Search ads per ad group with Google's Good asset-strength threshold, plus a Performance Max asset group per theme with images, headlines and short video stitched from your catalogue.
Campaign structure
50% Search anchoring in-market demand, 35% Performance Max layered on the Shopping feed to surface across Search, Display, Discover and Gmail, 15% Demand Gen running AI-built lookalike audiences across Discover, Gmail and YouTube feeds to prime net-new buyers downstream of Search.
Lead products
Lead with your top-revenue SKUs from your Shopify catalogue feed, Performance Max grades against purchase signal directly, so the highest-margin and highest-converting products surface naturally.
Channel role
Google captures the demand the rest of the plan generates, the most efficient first £ on the channel mix sits on brand and non-brand Search at the end of a Meta or open-web-driven journey.
When to advertise
Sunday evenings and the last week of the month are your two biggest conversion windows; Q4 carries the year. We'd weight Meta delivery toward these moments and pull spend out of the weekday-morning lull where browsing rarely converts.
Time of day
- +38%Sunday evenings, 8-11pm. Highest-converting window of the week. Worth biasing Meta delivery here, and surfacing email at the same hour.
- +18%Weekday lunchtimes, 12-2pm. Quieter quality window, especially on Tuesdays and Wednesdays. Good for considered purchases over £80.
- -27%Weekday early mornings, 6-9am. Browsing without buying. Pull spend back here and reinvest in evenings.
Day of week
- +32%Sundays. Strongest single day. Lean into Meta and email Sunday afternoon onwards.
- -14%Saturdays. Foot traffic to the high street competes. Hold Search ad spend, but pause Meta prospecting.
Time of month
- +21%Last week of the month. Payday spike. Average basket climbs roughly 12% in this window, front-load the higher-margin pieces.
Month of year
- +44%October and November. Autumn-winter launch plus Christmas gifting. Two-thirds of the year's new-customer revenue lands in this window.
- -33%February. Post-January-sale lull. Hold spend and use the window to refresh creative for spring.
Your competition
Messaging matrix
| Toast | Thought Clothing | Brora | |
|---|---|---|---|
| Tone of voice | quiet, editorial, unhurried | warm, values-forward, accessible | heritage-confident, understated, premium |
| Visual approach | lifestyle | lifestyle | lifestyle |
| Creative elements | natural light, muted palette, garment-in-context, minimal copy | natural settings, sustainability messaging, product carousel, lifestyle model | Scottish landscape, heritage cues, cashmere close-up, editorial photography |
| Headline messaging | Beautiful things, made slowly | Wear the change you want to see | Cashmere and natural fibres, made in Scotland |
Position map
- The dominant creative posture across the category is aspirational lifestyle imagery: open fields, golden light, models who are never visibly cold despite wearing linen in Scotland.
- Buyers are asking practical wear questions (will it pill, what is the fibre content, does it run small, can I machine wash it) while competitors stay firmly in the mood-board register, leaving the material truth of the garment entirely unanswered.
- Most brands lean heavily on a single seasonal hero shot rather than showing the garment doing anything, which means the creative story stops at 'this looks nice' and never reaches 'this is worth the money'.
- Messaging across the mid-market concentrates on brand aesthetics and vague sustainability language ('responsibly made', 'considered design') without naming the actual fibre or construction detail, which creates a credibility gap when consumers have been burned by garments that pilled after three washes.
- There is clear white space for a brand willing to lead with material honesty: name the lambswool, show the waxed cotton in rain, and let the garment make the argument.
Our proposed media plan
The specific partners we'd buy from, and why each one made the cut. We've already negotiated the rates.
Meta
Meta carries the largest share because the per-acquisition economics are typically the strongest first 30 days, and lookalike + interest expansion gives us the fastest read on which audiences are working before we lean into Google and the agentic media buying partners mix.
Google takes the second-largest share because Search captures the demand the rest of the plan generates, the cheapest converted click in the media plan is almost always a brand search at the end of a Meta or agentic media buying journey.
Open web
- Direct buying across our agentic-partner network: British Vogue, Harper's Bazaar and Marie Claire UK, plus 2 more partners.
- Each partner is selected on category fit, audience overlap, and negotiated rate.
- British VogueNative
- The UK fashion authority.
- Editorial that defines what aspirational looks like in womenswear.
score 0.98 - VogueNative
- Global fashion authority.
- The benchmark editorial context for womenswear and beauty.
score 0.80 - Who What WearNative
- Digital-first women's fashion title, strong trend coverage and shoppable editorial.
score 0.78 - Harper's BazaarNative
- Heritage fashion brand with an affluent style-led readership.
score 0.78 - Marie Claire UKNative
- UK women's fashion and beauty title, accessible style with high commercial intent.
score 0.82
Partners are ranked by a composite score combining audience overlap with your customer profile, estimated reach, and negotiated rate. A score of 1.0 is the highest possible. Top score: 0.98.
Why this mix
- Your category is one where the product does the persuading if you let it: fibre content, construction detail, and the way a garment behaves in real conditions are genuinely differentiating signals that your competitors are not communicating.
- This points toward a display-and-social mix that can carry visual texture, where a close shot of lambswool or the sheen of a silk-blend slip dress works harder than any headline.
- Meta carries cold prospecting with product-led creative that shows the garment honestly.
- Google captures the demand the rest of the plan generates: people searching for 'natural fibre jumper UK' or 'organic cotton tee women' are already in purchase mode.
- The open-web partner network extends reach into editorial environments where your considered wardrobe buyer is already reading about the category, which is where the material-honesty creative angle earns the most attention.
Our targets
Looking at your store, here's how we calculate our targets. Every number is grounded in your actual Shopify data.
A 55 percent gross margin is a reasonable working assumption for natural-fibre womenswear at this price point, though the real figure will depend on your cost of goods for wool and waxed cotton specifically, where raw material costs can be meaningfully higher than cotton basics. Your returns rate is above the category average for considered fashion, which erodes net revenue per order and is worth watching as we scale into new audiences who have not tried your sizing yet. The repeat purchase rate is genuinely strong and is the most important number in the whole model: nearly half your customers come back, which nearly doubles the effective lifetime value of every new customer we acquire. That repeat dynamic is what makes the target cost per acquisition ceiling viable even though the gross profit per order looks tight in isolation.
Unit economics first, media plan second
What a customer is worth to you, step by step. This is what tells us what we can afford to spend to acquire one.
Estimates, not guarantees. We've assumed a 55% gross margin for your category; share your real COGS and we'll refine the walkthrough in place.
If the numbers don't move the way we expect, here is the plan we have already drafted.
- Day 30SignalIf first-purchase cost per acquisition sits above £55 after 30 days of spend at the launch budgetOur moveWe tighten the audience seed on Meta to the highest-confidence segment (considered wardrobe builders, London and South East), swap the lead creative to the Cable Knit Jumper close-up with fibre copy, and pause any open-web placements that have not generated a purchase event.
- Day 60SignalIf cost per acquisition is still above £45 at day 60 and click-through to purchase rate on the product page is below 1.5 percentOur moveWe shift the channel weight: pull 20 percent of budget from open-web display and redirect it to Google Search targeting natural-fibre and capsule wardrobe queries, where purchase intent is explicit, and rebuild the Meta creative around the Field Jacket as the lead SKU, since its revenue per unit gives us more margin to work with.
- Day 90SignalIf by day 90 the blended cost per acquisition across all channels has not moved below £40 and repeat purchase rate among paid-acquisition customers is below 30 percentOur moveWe revisit the strategic idea at the level of who we are targeting: we propose shifting budget weight toward retargeting and loyalty-led creative for the existing 322 repeat customers, treat them as the seed for a tightly defined prospecting cohort, and reduce prospecting volume until the unit economics are proven.
These are pre-committed pivots. We don't wait for the merchant to ask what the plan is if the numbers move sideways.
We're ready when you're ready
Our media plan is set up and ready to go, if you're happy with the plan we can run through the final steps before launching.
Voiced strategy presentation
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