Revitalising the Ed Hardy Brand Across UK and EU
In 2022, the Ed Hardy brand was at a pivotal juncture, needing a fresh approach to drive growth and visibility in the competitive fashion landscape. Enter Modernity Marketing who began as freelance support but soon transitioned to a full-time role as the Head of E-commerce, Marketing & Marketplaces in March 2023.
Scaling Revenue & Team Growth
Upon joining Ed Hardy, we drove rapid revenue growth from £1.4M in 2022 to an anticipated £9M by the end of 2024, while building a UK team from 5 - 13 to support this expansion.
Customer Care Transformation: From "Poor" to "Great"
We recognised the importance of customer care in enhancing the brand’s reputation. Starting with no dedicated team, we built a 3-person customer care team and revamped processes to drastically improve the customer experience. Trustpilot ratings were elevated from "poor" to "great," and return rates dropped from 50% to under 20%. This success was largely due to exchanges rather than refunds and product adjustments informed by customer feedback, highlighting a strong focus on listening to and acting on customer needs.
Multi-Channel Marketing & CRO Optimisations
With responsibility for managing all acquisition and retention marketing channels (Email, PPC, SEO, Display, TikTok, Meta, Snap and Pinterest), we ensured best practice, plus consistent and effective brand performance across platforms. By implementing the latest Shopify theme built for speed and AB testing incremental conversion rate optimisation strategies on both the .co.uk and .eu sites, we significantly improved user engagement and boosted sales conversions. Additionally, revising shipping costs, introducing localised payment options and Buy Now, Pay Later services catered to a broader customer base, especially in the EU.
Streamlining Operations & Logistics
Operational efficiency was a critical factor in supporting the brand’s rapid growth. We optimised logistics and storage across warehouses in the USA, Germany, China and in the UK. We also lead the successful 3PL warehouse relocation in the UK increasing cut-off times from 3 pm to 10 pm.
Data-Driven Strategy & Financial Collaboration
Maintaining cost efficiency while driving promotions was vital. We worked closely with finance teams to manage marketing budgets, optimise promotional planning, and ensure a healthy cost of sale. Regular trade reports and detailed ad performance insights were key in informing both short-term tactics and long-term strategic decisions.
Product Expansion & Buying Strategy
Leading the buying strategy for SS24, AW24, and SS25 collections, we used data to inform product development to expanding into new product categories such as skirts, dresses, jackets, and accessories. This diversified product range allowed Ed Hardy to appeal to a broader audience.
Operational Efficiencies & Team Up-Skilling
Recognising the need for internal efficiency, we implemented Asana for project management, streamlining workflows, creative asset requests, and internal communication. In addition, we up-skilled the team by leveraging industry contacts, enhancing in-house capabilities across photography, web development, and buying, resulting in more agile and effective operations.
The Road Ahead: New UK Headquarters
As part of the brand's future growth strategy, we played a pivotal role in sourcing and designing a new UK headquarters to support team expansion. The new headquarters, set to open in Q4 2024, will provide the necessary infrastructure for the continued success and scaling of Ed Hardy. Ed Hardy is now poised for continued success well into 2024 and beyond.
