Case Study

Reid & Taylor x AdYogi

The Strategies Behind Scaling a Men's Apparel Brand from ₹7L to ₹50L in 6 Months

Overview

Scaling a heritage menswear brand's D2C channel while holding ROAS depends on moving away from campaign-level management and toward granular, SKU-level control and stop-loss rules. Reid & Taylor, a well-established menswear brand with strong offline credibility, partnered with AdYogi to unlock structured online growth. Despite product strength, the D2C channel was underperforming, marked by volatile ROAS, over-reliance on a single hero category, and an ad account stuck on bottom-funnel harvesting.

Testimonial

The team played a key role in scaling our business 5x while maintaining the same ROAS efficiency. Their approach was deeply strategic, grounded in data and a clear understanding of our unit economics.

AdYogi's tech capabilities including product analytics, stop loss, broken inventory automation and creative automations allowed us to scale without compromising performance or efficiency.

They operated as a growth partner, not just as a performance marketing agency.

-Sanjeev Pithadia
Head of Product & Ecommerce
Reid & Taylor

Challenges

Performance Instability

01 Inconsistent ROAS trends
ROAS was unstable and fluctuated across months, making performance unpredictable. This inconsistency made it difficult to scale budgets confidently while maintaining efficiency.

02 Revenue volatility across months
Revenue flow lacked stability, with sharp variations instead of steady growth. The absence of a structured scaling approach led to inconsistent topline contribution.

03 Budget distributed inefficiently across SKUs
Budgets were spread across the catalogue without clear prioritisation of high-performing products. This reduced overall efficiency and limited the impact of scaling efforts.

04 No stop-loss system to eliminate non-performing products
There was no mechanism to systematically cut loss-making SKUs. High-spend, low-revenue products continued consuming budget without performance accountability.

05 Underperforming catalogue ads with weak CTRs
Catalogue ads were not optimised for performance, resulting in low engagement. Weak CTRs impacted traffic quality and reduced contribution to overall conversions.

Limited Customer Journey Coverage

01 Heavy reliance on bottom funnel capture
The strategy was largely dependent on high-intent audiences for conversions. There was limited effort to build or nurture upper and mid-funnel demand, leaving the brand stuck on bottom-funnel ads.

02 No structured mid-funnel ATC layer
Add-to-cart campaigns were not strategically built to qualify and warm audiences. This reduced the ability to strengthen the conversion funnel before remarketing.

03 Weak remarketing architecture
Remarketing efforts lacked structured segmentation across user intent levels. High-intent users were not consistently retargeted with tailored messaging.

04 Low new customer acquisition efficiency
Prospecting efforts were not delivering strong incremental users. Spends were not effectively optimised to drive scalable new customer inflow.

Underutilised High-Intent Platforms

No structured Google Shopping-led strategy
Google Ads was underutilised, with no clear Shopping-first framework. High-intent demand capture remained limited due to lack of structured execution.

Unoptimised product titles reducing discoverability
Product titles and feed structure were not aligned with search behaviour. This reduced visibility and discoverability on Google Shopping placements.

Poor visibility across high-volume generic searches
The brand had limited presence on competitive non-branded keywords. This restricted reach beyond existing brand-aware demand.

No SKU-level bidding differentiation
Bidding strategies did not differentiate between high and low-performing SKUs. High-ROAS products were not scaled aggressively compared to others.

Website & Inventory Gaps

01 Inefficient product sorting and navigation
Website sorting did not prioritise high-demand or best-selling products. This led to friction in the browsing experience and higher drop-offs.

02 Bestsellers not surfaced early
Top-performing products were not prominently displayed across categories. Paid traffic was not immediately exposed to the most conversion-ready SKUs.

03 Inventory inconsistencies impacting scale
Inventory planning gaps resulted in inconsistent availability of key products. Scaling campaigns was challenging when stock depth was not aligned with demand.

04 No structured hero product strategy
There was no defined focus on flagship or best-selling products. This limited the ability to build scale around proven high-converting SKUs.

Creative & Communication

01 Generic creatives not aligned to performance benchmarks
Creatives were not built with a performance-first approach. They lacked strong hooks and clear communication aligned with digital benchmarks.

02 No format testing framework (static vs video)
There was no structured testing approach across creative formats. Decisions were not consistently driven by format-level performance insights.

03 Lack of category-specific messaging
Messaging was not tailored to individual categories. This reduced relevance and alignment with user intent across campaigns.

04 Weak articulation of brand heritage
The brand's strong offline credibility was not effectively translated into digital storytelling. Trust-building elements were underutilised in performance creatives.

05 Weak articulation of fabric quality
Creatives did not clearly highlight fabric details and quality attributes. Key product differentiators were not effectively communicated.

06 Weak articulation of fit
Fit-related communication was limited, reducing shopper confidence. This is critical in apparel, especially for online purchases.

07 Weak articulation of occasion relevance
Products were not clearly positioned based on usage occasions. This reduced contextual relevance in ads.

Solution

Overall Strategy

VICKY KAUSHAL IS THE NEW FACE OF Reid & Taylor

Fix the fundamentals before scaling
Before increasing spends, AdYogi audited the existing funnel to correct structural gaps across website flow, product visibility, and SKU prioritisation. Because you cannot effectively scale a leaky bucket, AdYogi optimized product titles to improve keyword coverage and discoverability, ensuring that every rupee spent captured higher-quality traffic and had a stronger chance of converting.

Build a stable revenue engine, not short-term spikes
Instead of chasing temporary growth during sale periods, the objective was to create consistent and predictable performance month after month.

Strengthen the full funnel
To scale a brand stuck on bottom-funnel ads, AdYogi built a structured full-funnel system. Mid and lower funnel layers were built properly to improve traffic quality and conversion consistency, while prospecting layers actively built new demand. This comprehensive framework reduced over-dependence on bottom-funnel retargeting alone, which typically captures baseline sales that would have occurred anyway.

Scale what works, cut what doesn't
High-ROAS and high-value product groups were identified and pushed systematically by AdYogi to serve as the foundation for scaling efforts. At the same time, non-performing SKUs were removed by AdYogi using automated stop-loss rules to prevent unnecessary spend leakage. This shift to SKU-level control transformed the ad account into a highly efficient engine.

Campaign Structure & Platform Execution

Meta

Category-wise Advantage+ structure
Advantage+ Shopping campaigns were segregated by top-performing categories. This gave better control over spends and clearer visibility into which categories were scaling profitably.

Mid-funnel ATC layer
As part of the full-funnel marketing strategy, dedicated Add-to-Cart (ATC) campaigns were launched by AdYogi to build qualified traffic and warm up users who had shown interest. This helped increase sessions significantly while improving downstream conversions.

Stronger remarketing system
Lower-funnel campaigns were restructured by AdYogi to target high-intent and ATC audiences more effectively. This improved conversion rate stability and revenue consistency without overpaying for organic demand.

Improved catalogue execution
Catalogue campaigns were upgraded with performance-led overlays and better communication. This improved engagement and product-level contribution.

Google

Structured Shopping focus and product-title optimization
To capture high-intent menswear demand, AdYogi built standard Shopping campaigns with properly optimised product titles. By front-loading critical keywords, AdYogi optimized product titles to improve keyword coverage and discoverability. This improved discoverability and visibility across relevant Google Shopping search queries, raising traffic quality.

Performance Max for strong SKU clusters
Rather than spreading budget thinly, AdYogi focused PMax campaigns on high-value and high-ROAS product groups. This helped scale products that were already showing strong efficiency.

SKU-level control through stop-loss rules
Low-performing products and cut-size issues were identified and removed from active scaling. AdYogi implemented stop-loss rules to ensure budgets were concentrated on revenue-driving SKUs. This rigorous SKU-level governance is what stabilizes ROAS while scaling spend.

Website & Product-Level Improvements

Improved product sorting and navigation
Website sorting was adjusted to prioritise bestsellers and high-demand SKUs. This reduced friction and improved the paid traffic experience.

Surface high-performing SKUs early
Bestsellers were positioned more prominently across category pages. This increased the likelihood of conversion from incoming sessions.

Align spends with stock depth
Scaling decisions were made keeping inventory availability in mind. This reduced wasted spends on low-availability products.

Category Expansion

01 Reduce dependency on shirts
To diversify category revenue beyond a single hero category, AdYogi analyzed data to expand the product line. Since shirts were contributing the majority of revenue, focus was placed on strengthening other categories.

02 Dedicated category campaigns with relevant creatives
AdYogi executed the product expansion by launching dedicated category campaigns with relevant creatives. Advantage+ campaigns were built category-wise and supported with tailored creatives. This ensured focused visibility and controlled scaling, preventing new categories from being overshadowed by the hero product.

03 Stronger contribution from jeans and trousers
By applying this systematic expansion strategy, jeans emerged as a consistent incremental contributor, while trousers were further strengthened. The overall revenue mix became more balanced and scalable, reducing the risks of brand dilution.

Pricing & Offer Strategy

01 Use SKU-level data to guide pricing focus
High-performing price bands and SKUs were identified through product-level insights. Budgets were prioritised accordingly.

02 Planned event calendar
A structured calendar covering Pay Day, BFS, and EOSS was aligned in advance. This ensured media, creatives, and offers worked together.

03 Scale during peak events, protect margins post-event
Discount-led assortments were pushed during high-intent periods. After events, exposure to discounted products was reduced to maintain healthier margins.

Creative & Content Strategy

01 Shift to performance-first creatives
Creatives were upgraded across static, video, and catalogue formats. Communication became clearer and more product-focused.

02 Event-driven creative pushes
Sale and promotional periods were supported with dedicated creatives to create urgency and drive traffic spikes.

03 Structured testing approach
Different formats and messaging angles were tested consistently. Scaling decisions were based on performance data rather than assumptions.

04 Highlight real decision drivers
Ads started emphasising fabric quality, fit, occasion relevance, and brand credibility, the factors that matter in apparel buying decisions.

Conclusion

Reid & Taylor's journey highlights that strong brand equity alone does not guarantee digital scale.

By fixing structural inefficiencies across funnel architecture, SKU prioritisation, creative quality, and platform strategy, AdYogi transformed the D2C channel into a stable and scalable growth engine.

Online is now positioned as a primary growth lever, not just a secondary channel.

Grow Your Brand With AdYogi Across Channels

D2C: Meta Business Partner, Google, Snapchat
Marketplace: Amazon, Myntra, Flipkart
Quick Commerce: Swiggy Instamart, Zepto, Blinkit

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