#063 : Insights __ How Lulusar's Migration to Shopify Plus Elevated Their Brand.
Lulusar have been pioneers of on-demand and sustainable fashion by creating a brand that strives to serve women of all body types, tastes, and preferences. By integrating every step of the modern fashion value chain, they manage an agile supply chain to prevent issues of overproduction and waste. This allows Lulusar to focus on quality over quantity.
Lulusar’s philosophy centres around fit and comfort. They want to ensure women know their clothes are made for them. Lulusar doesn't sell a product, they offer a lifestyle.
Integrations
Through a desire to enhance operational efficiencies, Lulusar partnered with Overdose. Asia to assist them with migrating from Adobe Commerce's Magento to Shopify Plus. During this partnership, Overdose. Asia assisted Lulusar with a full digital transformation through the complete design, construction and launch of their Shopify Plus website. We are honoured that this initial migration project has evolved into a long-standing partnership spanning years with a key focus on Lulusar's organic performance, driving impressive results.
Challenges
CHALLENGE #001 : Connecting Lulusar's Website Content with User Search Intent
As a prominent fashion apparel retailer, Lulusar commands a substantial Instagram following of over 900,000 devoted followers. Despite this social media success, the brand faced organic search challenges. Our objective was to humbly address this disconnect by aligning the Lulusar website with the precise intentions of the target audience searching on Google.
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SOLUTION : In collaboration with Lulusar, we carried out extensive keyword research and content development, resulting in the creation of 26 new landing pages meticulously crafted to target high-volume keywords. At the same time, we monitored the website's performance to these specific keywords. Over 13 months, we witnessed a remarkable 516% surge in organic clicks generated from non-branded search terms – keywords relevant to the product but not inherently tied to the Lulusar brand. In addition, our commitment to improving search rankings realised significant wins. A total of 71 targeted keywords successfully ascended to prime positions on the first page of Google's search results. Notable examples include "organza dupattas," boasting 2,900 monthly searches, which soared from obscurity to occupy the coveted 3rd position. Similarly, "shrug for women," with 320 monthly searches, made an astounding leap from the 92nd position in November to the pinnacle at 1st place by July and has maintained its position at the pinnacle since then. These achievements significantly extended the reach of the Lulusar brand, now resonating with a broader audience, including those previously unacquainted with the brand's offerings.
Testimonial
"We were unaware of the true value and impact of SEO till we started doing the evaluation with Overdose. and executing some of the recommended actions. There are many ways a brand can improve its visibility and reach online; Overdose. has helped us manage the conversion funnel better to yield significant results."
Saif Hasan - Director, Lulusar
Results
*Over the span of 13 months.