Luxury fashion brand Brora, known for its high-quality, timeless cashmere and tweed designs, partnered with Global-e to accelerate its global e-commerce business. In 2021 the brand launched its renewed international website, offering online shoppers worldwide a seamless localised buying experience.
After seeing the impressive increase in international e-commerce sales and revenues post-launch, Brora began looking into ways to expand its international success. The brand was interested in running digital marketing campaigns to drive more traffic and increase brand awareness and demand in international markets, and further boost global online sales.
To help achieve its goals, Brora decided to utilise Global-e’s expert-led D2C International Digital Marketing Team.
Building the International Marketing Strategy
The first step to building an effective international marketing strategy was to identify markets with growth potential for the brand. Global-e’s D2C International Digital Marketing Services Team analyzed Brora’s global e-commerce performance: current sales, full website CVR and international markets potential, based on parameters such as monthly brand searches vs. domestic market and market characteristics (size, local buying power, e-commerce adoption, macro trends and more).
Based on their analysis, the Global-e team built an international marketing strategy that focused on two types of markets:
Growth markets – markets that are performing well, but still haven’t reached their full sales potential.
Key potential markets – international markets with lower sales levels, that have strong potential to grow to become significant markets for the brand.
