Translating the values and brand experience of a traditional brand into an online presence can be challenging. Read on to discover how Artefact worked with Cordings to capture their unique heritage brand and convey it online.
Cordings was established in 1839 and has successfully cemented its name as one of the finest British country clothing brands ever since. With a focus on exceptional quality, Cordings is renowned for its men’s and ladies’ collections using superlative tailoring in traditional British cloths including tweed, lambswool and corduroy.
Over the last few years, their proud heritage, outstanding customer service and sector expertise were what Artefact highlighted to help break Cordings into the busy online fashion market. With a niche and discerning audience, part of the challenge was also to identify potential clients.
Our strategy was to create a hand-selected multi-channel team, who were passionate about digital marketing and who understood the unique needs of a niche brand. It was vital that the tone of voice, brand values and superior customer service levels were trumpeted in all marketing activities.
With such a specific target audience, a multi-channel strategy was key to reach potential customers in as many places as possible to compete as widely as we could. As with many traditional brands, we started from a limited tech stack. This meant part of our strategy was to increase ad inventory, particularly for paid channels.
We have been working with Cordings across all their search performance channels.
On PPC, we have been working with small budgets to create big impacts. Thankfully, Cordings is open to new ideas and has an interest in industry developments. This allows us to successfully test new ad types and PPC methods to maximise efficiency and increase laser targeted campaigns.
Artefact used PLA to explore a new audience. We built out a new market for lower-priced items such as accessories, which increased visibility for Cordings through gift-related terms. This opened an additional revenue stream, particularly at key trading times when we can target users looking for premium gifts for loved ones.
The SEO team has also been hard at work, ensuring that the site is performing to the highest possible tech standards. They have also consulted on content work to boost long-tail keyword performance.
We have produced great results across the board for Cordings and have helped increase revenue by 50% YoY.
Jordan Sharp, PPC manager for Cordings, gives her secret to this success: