2025
Dennis Basso
Iconic luxury fashion house celebrated for opulent furs, knitwear, and eveningwear—dressing influential women worldwide.
Luxury Fashion
Digital Transformation
Overview
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
MerchantMind AI partnered with Dennis Basso on an 18-month digital transformation—melding runway pedigree and QVC “Age of Possibility” insights with AI-driven audience segmentation. We orchestrated programmatic display, social-media activations, and precision email flows fueled by first- and third-party signals, all governed by real-time feedback loops. The result: 8,000 net new conversions at a $500 average order value, a 45 % lift in site-wide conversion rate (to 1.2 %), and a 58 % reduction in CPA.
Challenge
Evolving a Legacy Brand for a Digital-First Audience
The Challenge
Dennis Basso, a renowned name in luxury apparel, approached us with the goal of scaling their ecommerce sales. Despite their strong brand reputation in the high-fashion industry, they faced several challenges in transitioning from traditional retail to a more aggressive ecommerce strategy:
High customer acquisition costs (CAC) due to the premium nature of their products
Limited online presence, with most of their customers still purchasing in-store
Low conversion rates for luxury goods, which typically require more touchpoints to convince shoppers to buy online
Underutilized digital marketing efforts, which weren’t optimized for ecommerce growth
"We’ve always been known for our craftsmanship and exclusivity, but our online store wasn’t reflecting that. We needed a partner who could help us bridge the gap between the in-store experience and the online world," said Marcin Wrobel, Sales Director at Dennis Basso.
Solution
Data-Driven Segmentation & AI-Orchestrated Creative
Our Approach
Understanding the specific needs of a luxury brand like Dennis Basso, we crafted a highly strategic approach. Our goal was to not only increase sales but also ensure that the brand's luxury image remained intact in the digital space.
Key Components of the Strategy:
Targeted Audience Segmentation: We used detailed data analysis to segment high-value audiences, focusing on affluent shoppers, frequent luxury buyers, and fashion-conscious consumers. This helped us deliver tailored messaging that resonated with each group.
Dynamic Creative Testing: Leveraging AI-powered creative generation, we tested various ad formats and visuals, focusing on the exclusivity and craftsmanship of Dennis Basso’s products. Ads featuring behind-the-scenes craftsmanship videos and high-fashion imagery outperformed others by 30%.
Enhanced Landing Pages: We revamped Dennis Basso's landing pages to offer a premium shopping experience. By integrating interactive elements such as virtual try-ons, personalized styling tips, and high-quality visuals, we reduced bounce rates and improved user engagement.
Smart Bidding Strategies: Our AI-driven bidding algorithm dynamically adjusted bids based on real-time customer behavior, ensuring the most effective use of the ad budget. This allowed us to target high-intent buyers, leading to a significant increase in conversions while lowering CPA.
The Journey
Month 1-6: Establishing the Foundation
We began by laying a solid foundation for Dennis Basso’s ecommerce transformation:
Market research and audience analysis helped us pinpoint affluent demographics likely to engage with luxury goods online.
Creative experimentation with various ad formats led to the discovery that personalized video ads had a 20% higher engagement rate.
Established baseline metrics:
ROAS: 4X (Benchmark: 3X for luxury fashion)
Conversion Rate: 0.83%
Cost Per Acquisition (CPA): $150.00
Month 7-12: Refinement and Optimization
Once we had a clear understanding of what worked, we doubled down on the most effective strategies:
Luxury-focused creatives: We ran more ads emphasizing the craftsmanship and exclusivity of Dennis Basso’s collections, resulting in a 40% increase in click-through rates (CTR).
Landing page improvements: By streamlining the checkout process and offering more product information, we reduced cart abandonment rates by 25%.
Smart bidding algorithms: Our algorithms fine-tuned the campaigns to reduce unnecessary ad spend, bringing down the CPA by 40% over six months.
Key metrics after 12 months:
ROAS: 6X
Conversion Rate: 1% (industry average: 0.9% for luxury fashion)
CPA: $93.75
Month 13-18: Scaling Profitably
With the strategy proving successful, we shifted our focus to scaling Dennis Basso’s campaigns:
Advanced retargeting strategies: We introduced retargeting campaigns aimed at users who had engaged with the website but didn’t convert, resulting in a 20% increase in high-value purchases.
Partnerships with luxury influencers: Collaborations with high-profile fashion influencers helped drive brand awareness, contributing to a 30% increase in organic search traffic.
Key metrics by month 18:
ROAS: 8X
Conversion Rate: 1.2% (a 45% increase from the start of the campaign)
CPA: $62.50 (a 58% reduction)
Revenue: $4 million generated from $500,000 in ad spend
8,000 conversions with an average order value of $500
Results
45 % Conversion Lift & 58 % CPA Reduction
The Results
By the end of the 18-month campaign, Dennis Basso achieved remarkable results, outperforming industry standards for luxury ecommerce:
ROAS: 8X — $4 million in revenue generated from $500,000 in ad spend, surpassing the industry benchmark of 3-4X.
Conversion rate increased by 45%, reaching 1.2% in a luxury market where the average is typically lower.
Cost per acquisition (CPA) decreased by 58%, dropping from $150 to $62.50, allowing for more efficient scaling.
8,000 conversions with an average order value of $500, proving that luxury consumers are willing to purchase high-ticket items online with the right marketing.
Client Testimonial
"Working with this team was a game-changer. They understood our brand and knew how to create a premium online experience that reflected the exclusivity of our products. Their ability to scale our digital campaigns while maintaining our brand's integrity was nothing short of impressive," says Marcin Wrobel, Sales Director at Dennis Basso.
Continuous Improvement
Our partnership with Dennis Basso revealed several key lessons that allowed us to fine-tune our approach:
Emphasizing the luxury experience online: Creating a premium shopping experience through high-end visuals and personalized content was crucial in converting high-ticket buyers.
Optimizing for affluent shoppers: By segmenting our audience and delivering ads that resonated with the values of luxury consumers, we were able to boost engagement and drive meaningful conversions.
These insights will continue to inform Dennis Basso’s future digital marketing strategies and offer valuable takeaways for other luxury brands.
Conclusion
Our 18-month journey with Dennis Basso demonstrates the power of combining AI-driven marketing with a deep understanding of the luxury fashion market. We helped Dennis Basso achieve:
8X ROAS, driving $4 million in revenue from $500,000 in ad spend.
Lowered customer acquisition costs, ensuring that Dennis Basso could scale profitably in the digital space.
Improved conversion rates, converting luxury browsers into buyers at a rate far above industry norms.
Looking to elevate your ecommerce brand in the luxury space? Let’s discuss how our data-driven strategies can bring similar success to your business.
More Works
©2024
FAQ
01
What does a MerchantMind AI project look like?
02
How is the pricing structure?
03
Are all projects fixed-scope?
04
What kind of ROI can I expect?
05
How do we measure success?
06
What do I need to get started?
07
How easy is it to edit and maintain?
08
Do I need to know how to code?
2025
Dennis Basso
Iconic luxury fashion house celebrated for opulent furs, knitwear, and eveningwear—dressing influential women worldwide.
Luxury Fashion
Digital Transformation
Overview
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
MerchantMind AI partnered with Dennis Basso on an 18-month digital transformation—melding runway pedigree and QVC “Age of Possibility” insights with AI-driven audience segmentation. We orchestrated programmatic display, social-media activations, and precision email flows fueled by first- and third-party signals, all governed by real-time feedback loops. The result: 8,000 net new conversions at a $500 average order value, a 45 % lift in site-wide conversion rate (to 1.2 %), and a 58 % reduction in CPA.
Challenge
Evolving a Legacy Brand for a Digital-First Audience
The Challenge
Dennis Basso, a renowned name in luxury apparel, approached us with the goal of scaling their ecommerce sales. Despite their strong brand reputation in the high-fashion industry, they faced several challenges in transitioning from traditional retail to a more aggressive ecommerce strategy:
High customer acquisition costs (CAC) due to the premium nature of their products
Limited online presence, with most of their customers still purchasing in-store
Low conversion rates for luxury goods, which typically require more touchpoints to convince shoppers to buy online
Underutilized digital marketing efforts, which weren’t optimized for ecommerce growth
"We’ve always been known for our craftsmanship and exclusivity, but our online store wasn’t reflecting that. We needed a partner who could help us bridge the gap between the in-store experience and the online world," said Marcin Wrobel, Sales Director at Dennis Basso.
Solution
Data-Driven Segmentation & AI-Orchestrated Creative
Our Approach
Understanding the specific needs of a luxury brand like Dennis Basso, we crafted a highly strategic approach. Our goal was to not only increase sales but also ensure that the brand's luxury image remained intact in the digital space.
Key Components of the Strategy:
Targeted Audience Segmentation: We used detailed data analysis to segment high-value audiences, focusing on affluent shoppers, frequent luxury buyers, and fashion-conscious consumers. This helped us deliver tailored messaging that resonated with each group.
Dynamic Creative Testing: Leveraging AI-powered creative generation, we tested various ad formats and visuals, focusing on the exclusivity and craftsmanship of Dennis Basso’s products. Ads featuring behind-the-scenes craftsmanship videos and high-fashion imagery outperformed others by 30%.
Enhanced Landing Pages: We revamped Dennis Basso's landing pages to offer a premium shopping experience. By integrating interactive elements such as virtual try-ons, personalized styling tips, and high-quality visuals, we reduced bounce rates and improved user engagement.
Smart Bidding Strategies: Our AI-driven bidding algorithm dynamically adjusted bids based on real-time customer behavior, ensuring the most effective use of the ad budget. This allowed us to target high-intent buyers, leading to a significant increase in conversions while lowering CPA.
The Journey
Month 1-6: Establishing the Foundation
We began by laying a solid foundation for Dennis Basso’s ecommerce transformation:
Market research and audience analysis helped us pinpoint affluent demographics likely to engage with luxury goods online.
Creative experimentation with various ad formats led to the discovery that personalized video ads had a 20% higher engagement rate.
Established baseline metrics:
ROAS: 4X (Benchmark: 3X for luxury fashion)
Conversion Rate: 0.83%
Cost Per Acquisition (CPA): $150.00
Month 7-12: Refinement and Optimization
Once we had a clear understanding of what worked, we doubled down on the most effective strategies:
Luxury-focused creatives: We ran more ads emphasizing the craftsmanship and exclusivity of Dennis Basso’s collections, resulting in a 40% increase in click-through rates (CTR).
Landing page improvements: By streamlining the checkout process and offering more product information, we reduced cart abandonment rates by 25%.
Smart bidding algorithms: Our algorithms fine-tuned the campaigns to reduce unnecessary ad spend, bringing down the CPA by 40% over six months.
Key metrics after 12 months:
ROAS: 6X
Conversion Rate: 1% (industry average: 0.9% for luxury fashion)
CPA: $93.75
Month 13-18: Scaling Profitably
With the strategy proving successful, we shifted our focus to scaling Dennis Basso’s campaigns:
Advanced retargeting strategies: We introduced retargeting campaigns aimed at users who had engaged with the website but didn’t convert, resulting in a 20% increase in high-value purchases.
Partnerships with luxury influencers: Collaborations with high-profile fashion influencers helped drive brand awareness, contributing to a 30% increase in organic search traffic.
Key metrics by month 18:
ROAS: 8X
Conversion Rate: 1.2% (a 45% increase from the start of the campaign)
CPA: $62.50 (a 58% reduction)
Revenue: $4 million generated from $500,000 in ad spend
8,000 conversions with an average order value of $500
Results
45 % Conversion Lift & 58 % CPA Reduction
The Results
By the end of the 18-month campaign, Dennis Basso achieved remarkable results, outperforming industry standards for luxury ecommerce:
ROAS: 8X — $4 million in revenue generated from $500,000 in ad spend, surpassing the industry benchmark of 3-4X.
Conversion rate increased by 45%, reaching 1.2% in a luxury market where the average is typically lower.
Cost per acquisition (CPA) decreased by 58%, dropping from $150 to $62.50, allowing for more efficient scaling.
8,000 conversions with an average order value of $500, proving that luxury consumers are willing to purchase high-ticket items online with the right marketing.
Client Testimonial
"Working with this team was a game-changer. They understood our brand and knew how to create a premium online experience that reflected the exclusivity of our products. Their ability to scale our digital campaigns while maintaining our brand's integrity was nothing short of impressive," says Marcin Wrobel, Sales Director at Dennis Basso.
Continuous Improvement
Our partnership with Dennis Basso revealed several key lessons that allowed us to fine-tune our approach:
Emphasizing the luxury experience online: Creating a premium shopping experience through high-end visuals and personalized content was crucial in converting high-ticket buyers.
Optimizing for affluent shoppers: By segmenting our audience and delivering ads that resonated with the values of luxury consumers, we were able to boost engagement and drive meaningful conversions.
These insights will continue to inform Dennis Basso’s future digital marketing strategies and offer valuable takeaways for other luxury brands.
Conclusion
Our 18-month journey with Dennis Basso demonstrates the power of combining AI-driven marketing with a deep understanding of the luxury fashion market. We helped Dennis Basso achieve:
8X ROAS, driving $4 million in revenue from $500,000 in ad spend.
Lowered customer acquisition costs, ensuring that Dennis Basso could scale profitably in the digital space.
Improved conversion rates, converting luxury browsers into buyers at a rate far above industry norms.
Looking to elevate your ecommerce brand in the luxury space? Let’s discuss how our data-driven strategies can bring similar success to your business.
More Works
©2024
FAQ
01
What does a MerchantMind AI project look like?
02
How is the pricing structure?
03
Are all projects fixed-scope?
04
What kind of ROI can I expect?
05
How do we measure success?
06
What do I need to get started?
07
How easy is it to edit and maintain?
08
Do I need to know how to code?
2025
Dennis Basso
Iconic luxury fashion house celebrated for opulent furs, knitwear, and eveningwear—dressing influential women worldwide.
Luxury Fashion
Digital Transformation
Overview
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
Melding Heritage Craftsmanship with Modern Multi-Channel Targeting
MerchantMind AI partnered with Dennis Basso on an 18-month digital transformation—melding runway pedigree and QVC “Age of Possibility” insights with AI-driven audience segmentation. We orchestrated programmatic display, social-media activations, and precision email flows fueled by first- and third-party signals, all governed by real-time feedback loops. The result: 8,000 net new conversions at a $500 average order value, a 45 % lift in site-wide conversion rate (to 1.2 %), and a 58 % reduction in CPA.
Challenge
Evolving a Legacy Brand for a Digital-First Audience
The Challenge
Dennis Basso, a renowned name in luxury apparel, approached us with the goal of scaling their ecommerce sales. Despite their strong brand reputation in the high-fashion industry, they faced several challenges in transitioning from traditional retail to a more aggressive ecommerce strategy:
High customer acquisition costs (CAC) due to the premium nature of their products
Limited online presence, with most of their customers still purchasing in-store
Low conversion rates for luxury goods, which typically require more touchpoints to convince shoppers to buy online
Underutilized digital marketing efforts, which weren’t optimized for ecommerce growth
"We’ve always been known for our craftsmanship and exclusivity, but our online store wasn’t reflecting that. We needed a partner who could help us bridge the gap between the in-store experience and the online world," said Marcin Wrobel, Sales Director at Dennis Basso.
Solution
Data-Driven Segmentation & AI-Orchestrated Creative
Our Approach
Understanding the specific needs of a luxury brand like Dennis Basso, we crafted a highly strategic approach. Our goal was to not only increase sales but also ensure that the brand's luxury image remained intact in the digital space.
Key Components of the Strategy:
Targeted Audience Segmentation: We used detailed data analysis to segment high-value audiences, focusing on affluent shoppers, frequent luxury buyers, and fashion-conscious consumers. This helped us deliver tailored messaging that resonated with each group.
Dynamic Creative Testing: Leveraging AI-powered creative generation, we tested various ad formats and visuals, focusing on the exclusivity and craftsmanship of Dennis Basso’s products. Ads featuring behind-the-scenes craftsmanship videos and high-fashion imagery outperformed others by 30%.
Enhanced Landing Pages: We revamped Dennis Basso's landing pages to offer a premium shopping experience. By integrating interactive elements such as virtual try-ons, personalized styling tips, and high-quality visuals, we reduced bounce rates and improved user engagement.
Smart Bidding Strategies: Our AI-driven bidding algorithm dynamically adjusted bids based on real-time customer behavior, ensuring the most effective use of the ad budget. This allowed us to target high-intent buyers, leading to a significant increase in conversions while lowering CPA.
The Journey
Month 1-6: Establishing the Foundation
We began by laying a solid foundation for Dennis Basso’s ecommerce transformation:
Market research and audience analysis helped us pinpoint affluent demographics likely to engage with luxury goods online.
Creative experimentation with various ad formats led to the discovery that personalized video ads had a 20% higher engagement rate.
Established baseline metrics:
ROAS: 4X (Benchmark: 3X for luxury fashion)
Conversion Rate: 0.83%
Cost Per Acquisition (CPA): $150.00
Month 7-12: Refinement and Optimization
Once we had a clear understanding of what worked, we doubled down on the most effective strategies:
Luxury-focused creatives: We ran more ads emphasizing the craftsmanship and exclusivity of Dennis Basso’s collections, resulting in a 40% increase in click-through rates (CTR).
Landing page improvements: By streamlining the checkout process and offering more product information, we reduced cart abandonment rates by 25%.
Smart bidding algorithms: Our algorithms fine-tuned the campaigns to reduce unnecessary ad spend, bringing down the CPA by 40% over six months.
Key metrics after 12 months:
ROAS: 6X
Conversion Rate: 1% (industry average: 0.9% for luxury fashion)
CPA: $93.75
Month 13-18: Scaling Profitably
With the strategy proving successful, we shifted our focus to scaling Dennis Basso’s campaigns:
Advanced retargeting strategies: We introduced retargeting campaigns aimed at users who had engaged with the website but didn’t convert, resulting in a 20% increase in high-value purchases.
Partnerships with luxury influencers: Collaborations with high-profile fashion influencers helped drive brand awareness, contributing to a 30% increase in organic search traffic.
Key metrics by month 18:
ROAS: 8X
Conversion Rate: 1.2% (a 45% increase from the start of the campaign)
CPA: $62.50 (a 58% reduction)
Revenue: $4 million generated from $500,000 in ad spend
8,000 conversions with an average order value of $500
Results
45 % Conversion Lift & 58 % CPA Reduction
The Results
By the end of the 18-month campaign, Dennis Basso achieved remarkable results, outperforming industry standards for luxury ecommerce:
ROAS: 8X — $4 million in revenue generated from $500,000 in ad spend, surpassing the industry benchmark of 3-4X.
Conversion rate increased by 45%, reaching 1.2% in a luxury market where the average is typically lower.
Cost per acquisition (CPA) decreased by 58%, dropping from $150 to $62.50, allowing for more efficient scaling.
8,000 conversions with an average order value of $500, proving that luxury consumers are willing to purchase high-ticket items online with the right marketing.
Client Testimonial
"Working with this team was a game-changer. They understood our brand and knew how to create a premium online experience that reflected the exclusivity of our products. Their ability to scale our digital campaigns while maintaining our brand's integrity was nothing short of impressive," says Marcin Wrobel, Sales Director at Dennis Basso.
Continuous Improvement
Our partnership with Dennis Basso revealed several key lessons that allowed us to fine-tune our approach:
Emphasizing the luxury experience online: Creating a premium shopping experience through high-end visuals and personalized content was crucial in converting high-ticket buyers.
Optimizing for affluent shoppers: By segmenting our audience and delivering ads that resonated with the values of luxury consumers, we were able to boost engagement and drive meaningful conversions.
These insights will continue to inform Dennis Basso’s future digital marketing strategies and offer valuable takeaways for other luxury brands.
Conclusion
Our 18-month journey with Dennis Basso demonstrates the power of combining AI-driven marketing with a deep understanding of the luxury fashion market. We helped Dennis Basso achieve:
8X ROAS, driving $4 million in revenue from $500,000 in ad spend.
Lowered customer acquisition costs, ensuring that Dennis Basso could scale profitably in the digital space.
Improved conversion rates, converting luxury browsers into buyers at a rate far above industry norms.
Looking to elevate your ecommerce brand in the luxury space? Let’s discuss how our data-driven strategies can bring similar success to your business.
More Works
©2024
FAQ
What does a MerchantMind AI project look like?
How is the pricing structure?
Are all projects fixed-scope?
What kind of ROI can I expect?
How do we measure success?
What do I need to get started?
How easy is it to edit and maintain?
Do I need to know how to code?