The Fashion Hustle: Not Just Design, But Delivery

Meet Bilal, the founder of a small Pakistani fashion label called “Thread & Theory.” His Instagram was full of stunning shoots, but sales were flat. Despite having top-notch stitching and unique eastern-wear designs, he wasn’t seeing orders.

His game-changer? He didn’t change his designs. He changed his strategy—with performance marketing.

The Struggles Most Fashion Brands Face Online

Before diving into his marketing shift, here’s what Bilal struggled with:

• Thousands of followers, but few conversions
• Paying influencers with little return
• Random boosts with no tracking

Bilal realized he was spending without any visibility on results—until he embraced performance marketing.

Step 1: Building a High-Converting Funnel

He ditched his cluttered website and built a proper sales funnel:

• Landing page with product benefits, size chart, and shipping details
• Clear CTA buttons and a WhatsApp order option
• Exit popup offering 10% off on sign-up

He used Facebook Pixel and Google Tag Manager to track clicks, signups, and conversions.

Step 2: Using Data to Craft Killer Ads

He launched his campaign using:

• Carousel Ads featuring bestsellers
• Video Ads with models wearing outfits in real-life settings
• Retargeting Ads for people who visited but didn’t buy

The focus was on testing creatives weekly and checking which design or fabric style got more interest.

Step 3: Audience Targeting That Worked

He stopped targeting everyone and refined his approach:

• Women aged 25-45 in Lahore, Karachi, Islamabad
• Engaged shoppers on Meta
• Lookalike audiences based on website visitors and purchasers

He used detailed interests like “Pakistani fashion”, “Pret wear”, “Lawn suits”, and “Eid collection shopping.”

Step 4: Monitoring and Scaling Profitable Campaigns

Bilal spent the first 2 weeks with just PKR 2000/day to test ads. Once he saw that one video ad was driving a 6x ROAS, he scaled:

• Increased budget to PKR 7000/day
• Introduced Google Shopping Ads
• Added TikTok influencer reviews with discount codes

60 Days Later: Thread & Theory’s Growth Stats

• Sales tripled from 80 to 240 orders/month
• Cost per sale dropped by 40%
• Website traffic grew 3.5x
• 2nd warehouse launched to meet demand

This small fashion brand became a known name on Instagram and Google search thanks to strategic performance marketing.

Lessons for Fashion Startups:

• Focus on funnels, not followers
• Always test multiple creatives and track every action
• Retargeting is gold—don’t ignore warm audiences
• Invest in clear landing pages and automated follow-ups