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Bariano - Case Study

Updated: Jan 30

The challenge

Established in 2004, Bariano quickly captured the hearts of fashion enthusiasts with its exquisite range of eveningwear and occasion dresses. With a commitment to delivering cutting-edge designs, quality craftsmanship, and personalized customer experiences, the brand swiftly gained recognition both locally and internationally. In the fast-paced world of fashion, staying ahead of the curve requires more than just an eye for design; it demands an exceptional understanding of digital innovation and consumer behavior. Bariano, an iconic Australian fashion brand, has managed to effortlessly blend contemporary style with technological sophistication, earning them a prominent position in the highly competitive industry.

As the digital landscape began to revolutionize the way businesses operate, Bariano recognized the need to evolve its strategies and embrace technological advancements to continue thriving in the market. Acknowledging that online retail had become a crucial aspect of the industry, the company embarked on a journey to transform its traditional brick-and-mortar model into an omnichannel fashion powerhouse.

To navigate the intricacies of digital marketing successfully, Bariano sought the expertise of a specialized marketing agency, JRNY Digital. Recognizing the agency's proven track record in empowering brands to thrive in the online landscape, Bariano entered into a strategic partnership that would become a defining moment in their journey towards digital expansion.

Join us as we embark on an immersive journey through Bariano's digital transformation, revealing the secrets behind its success and the lessons it imparts for fashion businesses aspiring to thrive in the dynamic and ever-evolving world of fashion retail.

Key problems

  1. ROI Justification from Marketing Efforts: Bariano struggled with effectively measuring and justifying the return on investment (ROI) from their marketing initiatives. This lack of clarity made it challenging for the company to determine which marketing channels or campaigns were driving tangible business results and which were not.

  2. Limited Understanding of Marketing Impact: Prior to partnering with JRNY Digital, Bariano faced difficulties in comprehending the true impact of their previous marketing spend. The absence of robust analytics and data-driven insights hindered their ability to gauge the effectiveness of their marketing efforts and assess whether they were truly generating revenue or simply incurring expenses.

  3. Lack of Scalability in Online Revenue: As the company aimed to expand its online presence, they encountered obstacles in effectively scaling their online revenue. Without a clear and methodical strategy for growth, Bariano struggled to tap into the full potential of the digital market and capitalize on the increasing trend of online shopping.

  4. Inadequate Digital Marketing Expertise: Bariano's in-house team lacked the specialized expertise required to navigate the complexities of digital marketing successfully. This limited their ability to capitalize on emerging opportunities, optimize campaigns, and leverage digital channels effectively to engage with their target audience.

  5. Fragmented Marketing Approach: The absence of a cohesive marketing strategy meant that Bariano's marketing efforts were often fragmented and lacking synergy. The company needed a unified approach that integrated various marketing channels and initiatives to drive consistent and meaningful results.

  6. Understanding Customer Behavior: Bariano needed better insights into customer behaviour, preferences, and purchasing patterns in the digital realm. This understanding was critical to craft personalized and relevant marketing campaigns that resonated with their audience and fostered lasting customer relationships.

  7. Competing in a Saturated Market: The fashion industry is highly competitive, and Bariano faced the challenge of standing out amidst numerous other brands vying for attention. They needed to find unique and innovative ways to differentiate themselves and capture the attention of their target market.

  8. Optimizing Online User Experience: Enhancing the online user experience was a priority for Bariano. They needed to ensure that their website was user-friendly, visually appealing, and provided a seamless shopping journey to increase conversions and customer satisfaction.

Addressing these key problems would prove instrumental in helping Bariano leverage digital marketing to its full potential and achieve significant growth in their online revenue.

Our approach

Our collaboration with Bariano focused on a comprehensive and results-driven approach to elevate the brand's digital success. We devised a multi-faceted strategy that addressed the key challenges faced by Bariano and propelled them towards achieving their online revenue scaling objectives.

Our approach encompassed the following essential elements:

  1. Fixing Conversion Tracking: We recognized that accurate conversion tracking is the backbone of measuring ROI and campaign success. Our team conducted a thorough audit of Bariano's website and marketing channels to ensure that all relevant conversion tracking codes were properly implemented. This allowed us to gain real-time insights into the performance of various marketing initiatives, enabling data-driven decision-making and optimization.

  2. Reporting for Accurate Insights: To provide Bariano with a clear understanding of the impact of their marketing efforts, we implemented robust reporting mechanisms. Our customized reports offered comprehensive metrics, including conversion rates, cost-per-acquisition (CPA), return on ad spend (ROAS), and more. These insights empowered Bariano to evaluate the effectiveness of each campaign, channel, and marketing strategy, ultimately leading to informed and strategic marketing decisions.

  3. Methodology for Scaling Paid Advertising: We formulated a methodical approach to scale paid advertising across Google Ads, Facebook, and Instagram. By conducting in-depth market research and competitor analysis, we identified untapped opportunities and strategically allocated the advertising budget for maximum impact. Our team crafted compelling ad creatives, optimized ad placements, and performed A/B testing to continuously refine campaigns and achieve superior results.

  4. Advisory on Omni-Channel Strategy: Recognizing the significance of an omni-channel presence, we provided Bariano with expert guidance on expanding their reach across multiple digital touchpoints. This involved crafting a seamless customer journey across the website, social media platforms, email marketing, and other digital channels. We emphasized the importance of consistent brand messaging and experiences, fostering deeper customer engagement and loyalty.

  5. Personalization and Customer Behaviour Insights: Understanding the importance of personalized marketing, we implemented data-driven approaches to gain insights into customer behavior and preferences. By analyzing user interactions and purchase patterns, we crafted personalized recommendations, tailored content, and targeted campaigns that resonated with Bariano's diverse audience segments.

  6. Creative Solutions for Standing Out: In a saturated market, differentiation is key to success. We worked closely with Bariano to develop creative and innovative marketing campaigns that showcased their unique brand identity. From influencer collaborations and user-generated content initiatives to captivating visual storytelling, we crafted strategies to captivate the audience and position Bariano as a trailblazer in the industry.

  7. User Experience Optimization: To enhance the online user experience, we conducted a thorough website audit, ensuring it was user-friendly, mobile-responsive, and streamlined for easy navigation. By optimizing the user experience, we aimed to reduce bounce rates, increase session duration, and boost overall website conversions.

By integrating these components into a cohesive and tailored approach, we collaborated with Bariano to achieve remarkable results. Together, we empowered the brand's digital success, significantly increasing their online revenue and fostering a strong and influential presence in the fashion industry. The success of our approach stands as a testament to the power of data-driven, strategic marketing, and our commitment to driving excellence for our esteemed clients.

The Results

✅ Record-breaking revenue months

✅ 5.92 MER across all advertising platforms with over $200k in advertising spend

✅ 56% Increase in Year-on-year turnover to date.

✅ Validated channels for scale

✅ Scaling products overseas into international markets

"I came across their ads 5 months ago. Very smart. So, I call up Jason for a chat. JRNY Digital has been running out eCom ads since 5 months ago after that phone call. Very happy with the results. Whilst I hate JRNY Digital to be busier, I do have to recommend them for those that want to scale."

Quang Tran

Founder at Bariano

From building a captivating online presence to implementing data-driven marketing campaigns, Bariano's success story serves as an inspiration for fashion entrepreneurs and industry players seeking to achieve sustainable growth and customer loyalty in a rapidly changing world.

If you're looking to get results like these, schedule in a free strategy consultation with us now!



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