In 2013, Hugo Taylor, Charlie Morris, and Nicholas Dellaportas founded Taylor Morris, a luxury eyewear brand based in South West London. The brand is inspired by British design, Hollywood glamour, and rock & roll bohemianism, and is sold in London, Athens, and Los Angeles. Committed to producing the best possible product using the best materials and a focus on timeless design and accessible luxury.
In the summer of 2022, Taylor Morris partnered with Modernity Marketing to increase sales during the peak season. The agency was tasked with creating targeted campaigns, effective messaging and visual elements to attract new customers. Utilising their expertise in social media, direct mail, email, search engine optimisation, and influencer marketing, Modernity Marketing helped promote Taylor Morris' D2C online store and Notting Hill boutique, as well as provided graphic design and video editing resources to execute campaigns effectively. Modernity Marketing also offered insights and data on consumer trends and preferences to inform the brand's strategic decisions on product development, pricing, and distribution, as well as identifying opportunities for growth and expansion.
Unfortunately, the partnership was not without challenges. The low website conversion rate, which was below 1%, was a significant issue. Modernity Marketing provided recommendations to improve this metric, however, these suggestions were not implemented by Taylor Morris. Additionally, there were disagreements with reporting, delays with restocking best-sellers, and instances of delayed invoice payments caused disruptions in the collaboration, which ultimately led to the breakdown of the partnership. Despite these challenges, Taylor Morris was able to achieve impressive results and continue to grow its business.
Over a seven-month period, we achieved a 30% year-over-year increase in website traffic, achieving a £3 : £1 return on ad spend across all performance channels (excluding brand terms). Gross revenue was LFL, but we increased Net revenue 7% by removing the generic promotion codes, this was achieved with a 5% smaller budget than the previous year.
Over a seven-month period, we achieved a 30% year-over-year increase in website traffic, achieving a £3 : £1 return on ad spend across all performance channels (excluding brand terms). Gross revenue was LFL, but we increased Net revenue 7% by removing the generic promotion codes, this was achieved with a 5% smaller budget than the previous year.
A 500% increase in email sign-ups through the implementation of email pop-ups and automated email flows, as well as the use of unique customer codes based on customer behavior.
A 72% increase in repeat purchases through the testing of new marketing avenues, such as direct mail.
A £4 : £1 return on ad spend through the trial of Twitter ads, with lower cost per click than other platforms.
An improvement in Trustpilot rating from 1 star to 4.2 out of 5 through the launch of an automated follow-up email for collecting positive reviews improving the brand image.
