CASE STUDY

Expanding Women’s Premium Apparel Brand with Affinity-Based Prospecting

women's apparel

About Path2Affinity

Leverage the power of our co-op dataset to prioritize ‘affinity- based’ data signals that directly align with your core customer profile. Commonly known as ‘synergy’ modeling, this approach creates a more tightly focused audience of prospects that have demonstrated a direct (transaction-based) ‘affinity’ within the client’s niche or special interest market.

The Challenge

Expanding Customer Base in United States
A UK-based women’s apparel brand sought to expand its customer base within the United States. Despite strong brand positioning in its home market, the company faced challenges in effectively identifying and targeting new potential customers stateside. The brand’s existing acquisition efforts were generating a response rate and average order value insufficient to meet its desired return on ad spend. To achieve sustainable growth, the brand needed a more precise and data-driven approach to reach qualified prospects who aligned with its premium yet mid-tier pricing strategy.

Solution

Affinity-Based Prospecting
Path2Response implemented its proprietary Path2Affinity model. The model is an affinitybased prospecting solution designed to identify and target consumers most likely to respond based on demonstrated behavioral and transactional synergies. The Path2Affinity model builds a tailored prospect universe by leveraging a client-specific set of synergistic titles that mirror the characteristics of high-performing customers.
For this women’s apparel brand, Path2Response curated a highly refined audience drawn from niche women’s fashion and lifestyle titles representative of premium, contemporary apparel buyers. This targeted approach ensured that marketing efforts focused exclusively on prospects with a proven affinity for similar brands and products, maximizing campaign efficiency and return potential.

Results

ROI and Customer Base Expansion
Prior to implementing Path2Affinity, the client’s U.S. catalog campaigns achieved an average response rate of 0.53%. Following deployment of Path2Affinity, the brand’s response rate rose to 0.64%, marking a significant uplift in acquisition performance.
This improvement translated into a substantial increase in new customer volume, as well as a measurable enhancement in Customer Lifetime Value (LTV).
By leveraging Path2Affinity’s advanced modeling capabilities, the brand successfully expanded its U.S. footprint, improved marketing ROI, and built a stronger foundation for continued growth in an increasingly competitive apparel market.
Path2Response’s Path2Affinity model was instrumental in overcoming our U.S. market expansion challenges. Their affinity-based targeting provided the precise, data-driven approach we needed, resulting in a significant uplift in acquisition performance.
We’ve seen a substantial increase in new customer volume and a measurable enhancement in customer lifetime value, which has directly improved our marketing ROI and built a stronger foundation for continued growth.
Marketing Director