Brand and positioning
Positioning and identity for a label that has to stand on its own and hold its price in a crowded market.
Write to usWrite to usDigital marketing for fashion and apparel
Brand, performance media and content for apparel businesses, run by the team that markets our own label on the same platform.
What it is
We market fashion for people who know their fabric, because we buy cloth ourselves every season.
This is our digital marketing practice applied to apparel: brand, paid acquisition, content and retention for fashion businesses, run by the team that markets our own label.
The advantage is that the same house buys the fabric and sells the clothes. Our textile desk works with mills in India, Indonesia, Japan and Malaysia, and wearon.co sells directly to customers, so the advice is built on costs we carry ourselves instead of on a framework.
We do not own factories and we do not manufacture. What we hold is the trade, the label and the marketing, and together those cover most of the decisions an apparel founder actually has to make in a season.
What's included
Five areas of scope
Positioning and identity for a label that has to stand on its own and hold its price in a crowded market.
Paid acquisition across the major platforms and the regional marketplaces, measured on revenue and repeat purchase instead of clicks.
Photography, film and social content at the pace a drop calendar demands, planned so that one shoot serves a whole season rather than a single post.
The second and third purchase, where the margin in a fashion brand actually lives, through email, messaging and sensible reasons to come back.
Listings, images and pricing on the marketplaces that matter in this region, planned alongside any physical retail instead of separately from it.
How the work runs
We settle the brand, the market and the route an enquiry takes before any media is bought. Spending amplifies a position and cannot create one.
Creative and content are made by the team that runs the channels, built for the platforms they will appear on and produced at the pace a drop calendar demands.
Acquisition and retention are built together and measured against revenue, so the budget moves towards whatever is genuinely working.
Common questions
No. We run our own label and take a small number of outside fashion clients, where the standards and the way we work match what they need.
No. We buy cloth from long-standing mills in India, Indonesia, Japan and Malaysia and sell it on, and we own no factories. Where a client needs fabric, our trade desk can quote for it as a separate arrangement.
Against revenue and the customers you keep, which means repeat purchase and the margin left after advertising, instead of reach.
Yes, and in this region they often decide whether a brand is profitable. We look at sizing guidance, photography, delivery updates and payment methods before we look at the advertising, because those change the numbers faster.
Usually within a few weeks. The first work is agreeing what we will measure and getting the tracking right, because without that a campaign is difficult to judge honestly.
The first conversation is confidential and free of charge, and we reply within two working days.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.