Fashion Advertising:Drive Campaign Results

Delivering Engagement in Clever Fashion

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Fashion Advertising

Compared to social, native ads in premium environments are:

+24% more likely to lead to purchase

How is the industry evolving?

The fashion industry reflects the changing fabric of our world, one in which evolution remains constant. A means of creativity and self-expression, fashion styles are always on top of the latest consumer trends and patterns. While digital content consumption is nothing new, it’s kicked into high gear over recent years — with the sky being the limit to what brands can achieve online. Any successful strategy, however, will hinge on understanding the factors that affect shopper behavior and responding accordingly.

While consumers will be more cautious about how and where they spend their money these days, brands have the opportunity to get creative in their marketing and provide customers with a seamless omnichannel experience. Advertising channels that enable brands to establish direct, first-party relationships with customers, and reach those who have high purchase intent further down the marketing funnel, are the ones that will yield the most significant return on investment.

How has spending on advertising changed over time?

Digital marketing strategies for fashion brands have undergone a significant shift in recent times due to changes in data privacy regulations. The industry that long relied on third-party ad targeting and social media for scale, is now trying to find new ways to reach customers further down the marketing funnel, where they have high purchase intent.

The change is more than necessary, especially due to the rising costs of paid social and search channels. In 2022, Business Insider reported an increase in CPM of 61% YoY on Meta, while TikTok’s CPM went up by 185%. Google also saw programmatic display CPMs increase by 75% YOY, while search ad cost-per-clicks (CPCs) were up by 14% YoY.

To succeed in a fast-paced, customer-focused marketing industry, fashion brands are rethinking their marketing strategy, and moving to a more diversified media mix to gain more relevancy.

58% of consumers are willing to pay more for sustainable/eco-friendly fashion items.

Source: GWI, 2022

7 in 10 regular shoppers research a product online before purchase.

Source: GWI, Frugal shoppers' spending habits, Jun 2022

Size availability, fit guides, range of styles and colors, reliable product reviews, and sales/discounts are the top reasons to purchase fashion items online.

Source: GWI, 2022

How to get started with fashion advertising

Fashion brands generally require several consumer interactions before pushing a sale, making each touchpoint crucial for an optimal digital marketing strategy.


How to increase awareness

Building brand awareness requires a clear strategy to gain maximum exposure with the right audience, in the right way. Achieve high viewability and CTR, while showcasing the best values of your brand that align with shopper preferences and expectations. This will help keep your brand top-of-mind when shoppers are ready to consider their next fashion item for purchase.

Key KPIs:

Viewability, CTR

Case Studies

How to engage your audience

When it comes to fashion, consumers have specific preferences and needs in terms of sizing, fit, and style. By providing clear and comprehensive information about fashion products, brands can help customers make more informed decisions about their purchases. Prioritize education and information-sharing with consumers. This means providing detailed product descriptions, sizing guides, and product catalogs, as well as customer testimonials and reviews. Seeing real-life examples of how a product fits and looks on other customers can help potential buyers visualize themselves wearing the item and feel more confident in their buying decision.

Key KPIs:

New Visitors/Repeat Visits, Landing Rate, Time Spent

Case Studies

How to convert

Fashion brands can encourage online purchases by showcasing discounts and promotions during key shopping periods, offering free shipping, and providing a seamless and intuitive checkout process. By promoting special deals, creating a sense of urgency, and reducing friction in the checkout process, fashion brands can improve their conversion rates and drive more sales.

Key KPIs:

Leads, Sign-Ups, Sales, ROAS, Add-to-Cart

Case Studies

Fashion Ads Best Practices


Use celebrities/influencers in your creatives, leading to an LP that showcases product selections and catalog

Landing Page

Make your checkout process easy and include clear CTAs to increase your chances of a sale.

Building or diversifying media mix

Investing too heavily in just one marketing channel can be risky as it may limit audience reach and result in no backup plan if that channel's algorithm changes or stops delivering results. Diversification in marketing channels is necessary to hedge against the potential risks. Brands should complement big-budget channels like search and social with other channels to expand their reach and future-proof their business.

It's also important to recognize that compared to social, native ads in premium environments are:

44 more trusted
21 more clicked on
24 more likely to lead to purchase

It's simple for marketers to adapt their existing assets to the open web, safeguard their brand, and maximize ROAS in the process.

Exceed Your Goals With Outbrain

Brands big & small choose Outbrain as part of their core media mix

Success stories // Marc O’Polo

1500% ROAS on mobile

Success stories // Geox

+89% viewability


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