5X’ing an Apparel Business
Date
2025
Industry
Fashion, Lifestyle
Services
Cross-Channel
Team
ECommerce Marketing
Overview
Woolly Clothing, a sustainable merino wool brand that creates high-quality everyday essentials for the modern conscious consumer, partnered with Mason 4 years ago. Their goal was to elevate their Direct-to-Consumer (DTC) presence and achieve profitable business growth.
Story
James, Chris, and Mike initially launched their business on Amazon, concentrating on undergarments and accessories. As the demand for merino wool products increased, they started utilizing Kickstarter to expand their product range, which now includes jackets, shirts, activewear, and more.
Recently, there has been a growing trend among conscious consumers to reduce microplastics and opt for natural fibers in clothing. Woolly aims to capitalize on this trend by boosting sales across all product lines on their Shopify storefront and creating a more engaging customer experience that encourages repeat business.
Recently, there has been a growing trend among conscious consumers to reduce microplastics and opt for natural fibers in clothing. Woolly aims to capitalize on this trend by boosting sales across all product lines on their Shopify storefront and creating a more engaging customer experience that encourages repeat business.
The Challenge
Woolly Clothing faced significant seasonality challenges, with 70% of its revenue concentrated in just three to four winter months in northern regions, largely due to its focus on wool essentials. Additionally, the unpredictability of paid social return on ad spend made it difficult to confidently invest in customer acquisition. Email marketing efforts were limited to basic sales campaigns, lacking the depth needed to build a strong brand connection or nurture long-term customer relationships. To achieve sustainable growth and profitability, Woolly needed a more strategic approach to marketing that could drive year-round demand, improve ad performance consistency, and foster deeper customer engagement.
The Approach
Mason executed a methodical approach to growth:
Paid Social
– Restructured campaigns to a simplified structure, focusing on customer personas
– Simplified creative testing structure to ensure more spend was dedicated to winning creatives
– Simplified creative testing structure to ensure more spend was dedicated to winning creatives
Creative Focus
– Positioned wool as an all-weather, better-for-you alternative to typical materials (cotton, polyester blends)
– Implemented creative testing structure focusing on varied creative types – UGC vs. direct response statics vs. reviews/testimonials
– Found winning angle, and doubled down with multiple variations, focusing on seasonal development
– Implemented creative testing structure focusing on varied creative types – UGC vs. direct response statics vs. reviews/testimonials
– Found winning angle, and doubled down with multiple variations, focusing on seasonal development
Merchandising
– Evaluated current merchandising mix and evaluated LTV/CAC across portfolio
– Identified high-value segment in undergarments, and increased focus on advertising across this segment
– Restructured website mega-menu to focus on best sellers
– Identified high-value segment in undergarments, and increased focus on advertising across this segment
– Restructured website mega-menu to focus on best sellers
Email Journeys
– Introduced brand new Welcome Flows focused on improving customer experience and building brand affinity with founder stories, company history and stories about the textiles
– Launched new content calendar focused on major events, and driving non-promotional opportunities
– Developed new email templates with less of a transactional focus
– Launched new content calendar focused on major events, and driving non-promotional opportunities
– Developed new email templates with less of a transactional focus
Key Takeaways
A clear and structured creative testing process proved essential in understanding customer preferences and optimizing ad performance. By simplifying account structures and prioritizing high-quality copy and content, Woolly was able to maximize efficiency and impact.
Additionally, focusing on the top-performing 20% of their product portfolio—responsible for 80% of sales—allowed for more strategic resource allocation and business growth. As a result, Woolly has successfully scaled into an eight-figure business with diversified revenue streams and a loyal customer base. Mason remains a proud partner, continuing to support Woolly’s growth through data-driven strategies and innovative marketing efforts.
Additionally, focusing on the top-performing 20% of their product portfolio—responsible for 80% of sales—allowed for more strategic resource allocation and business growth. As a result, Woolly has successfully scaled into an eight-figure business with diversified revenue streams and a loyal customer base. Mason remains a proud partner, continuing to support Woolly’s growth through data-driven strategies and innovative marketing efforts.
+133%
increase in total sales growth from Year 1 to Year 3
+183%
increased total orders growth over 3 years
+140%
increase in online store/website sessions
“Working with Mason has been a game changer for our business. From day one they took the time to understand our needs & goals, developed a customized strategy, and really delivered results. The team always goes above and beyond for us.”
