Transforming Tradition: How Adrienne Landau Became a Year-Round D2C Powerhouse

Adrienne Landau, a brand renowned for its luxury outerwear, faced a pivotal moment post-acquisition by Meridian. Historically wholesale-focused, the challenge was clear: redefine itself as a year-round D2C brand, launching ready-to-wear collections to engage a new generation of shoppers. SLT Consulting partnered with Adrienne Landau to chart a transformative journey, ensuring success in the competitive D2C space.

Challenge:

Adrienne Landau aimed to shift from a seasonal wholesale model to a sustainable D2C approach. With an ambitious goal of establishing a strong foothold in ready-to-wear and outerwear by Fall 2024, the brand sought a strategy to:

• Build year-round consumer engagement.
• Leverage digital marketing to connect with ethically-minded, younger demographics.
• Ensure a seamless transition while preserving its heritage identity.

Approach: SLTC employed a multi-pronged approach to address these objectives:

1. Campaign Restructure:

We revamped existing campaigns for agility, enabling rapid testing across various audience segments, placements, and formats. This iterative process ensured the efficient allocation of resources toward high-performing strategies.

2. Leveraging Automation:

By utilizing Meta’s cutting-edge automation tools, SLTC optimized ad performance and streamlined campaign management, reducing inefficiencies.

3. Audience Refinement:

Detailed personas were crafted using insights from paid search campaigns. High-intent audiences were identified and targeted, ensuring tailored messaging resonated with their values and purchasing behaviors.

4. Creative Refresh:

SLTC modernized Adrienne Landau’s visual storytelling to reflect its evolving identity. Messaging aligned with the expectations of a younger, ethically-conscious audience while retaining the brand’s luxurious essence.

Results:

Through strategic collaboration, SLTC delivered a measurable impact for Adrienne Landau:

• Ad Performance: Improved CTR by 35% and reduced CPA by 28% within the first three months of the campaign overhaul.
• Audience Growth: Increased audience engagement across Meta platforms by 50%, with a notable uptick in younger demographics.
• Revenue Boost: Achieved a 2.5x increase in online D2C revenue YOY for Fall 2023, setting a solid foundation for expansion into ready-to-wear collections.
• Brand Perception: Positioned Adrienne Landau as a modern, ethical brand appealing to today’s values-driven consumer.

The Adrienne Landau case exemplifies SLTC’s ability to bridge traditional branding with modern marketing demands. By embracing innovation and data-driven insights, we empowered the brand to evolve and thrive in a competitive digital landscape.