What a D2C fashion brand actually needs from an agency
A D2C fashion brand needs one team that connects creative, paid media and the website, because in fashion the ad, the product photo and the product page decide the sale together. Above The Fold is a growth marketing, creative and web agency headquartered in Mumbai with a second office in Jaipur, founded in 2021, with a team of 30+. Fashion, ethnic wear, jewellery and lifestyle brands are among our largest client groups.
We plan fashion marketing around contribution margin after returns, not around a blended ROAS number. A campaign that looks profitable on ROAS can lose money once return to origin (RTO) on cash on delivery orders and size exchanges are counted, so we measure what is left in the bank.
What we run for fashion brands
| Area | What it covers |
|---|---|
| Meta and Google ads | Account structure, catalogue and Advantage+ shopping campaigns, Google Shopping and Performance Max, server-side tracking, daily optimisation and creative testing |
| Creative production | Static ads, carousels, reels, UGC-style edits and festive campaign assets, produced in-house as a steady pipeline rather than one hero shoot a quarter |
| AI product imagery and video | Catalogue packshots, model and lifestyle imagery and short product videos generated from real product photos, checked by a human for fabric, colour and fit accuracy |
| Social media | Content calendars, reels, community management and influencer seeding |
| SEO for fashion stores | Category architecture built around occasion, fabric and region, product copy, buying guides and structured data |
| Website and conversion | Shopify and WordPress builds, size guides, product page rebuilds and checkout fixes |
| Marketplaces | Myntra, Amazon and Flipkart listings, pricing parity and marketplace ads |
Results from fashion and lifestyle work
- Women’s fashion D2C: 30% lower CPA while spend rose. We rebuilt tracking with pixel and server-side events first, then ran 10 to 15 creative variants a cycle with clear kill rules and matched landing pages to each winning angle. Read the case study.
- Lifestyle brand: 400% sales growth. Social and paid ran as one engine, so organic learnings fed ad creative every week. Read the case study.
- Ethnic wear: 96% more organic traffic in six months. We rebuilt the store around how shoppers actually search, by occasion, fabric and region. Read the case study.
- 66-product AI photoshoot delivered in days. A consistent packshot library for a jewellery catalogue without booking a studio. Read the case study.
Why creative volume decides fashion results
On Meta, the algorithm now does most of the targeting, so the creative is the targeting. A winning fashion ad fatigues within weeks as the same audience sees it again, and cost per acquisition climbs. The brands that scale are not the ones with one great video. They are the ones with a system that supplies new concepts every week. That is why we run creative and media buying in the same team: performance data tells the designers what to make next, and new creative keeps the account from stalling.
AI production changes the economics here. A catalogue of hundreds of SKUs, or a new colourway that would normally need a reshoot, becomes affordable to photograph. Every AI image passes a human check against the real product, because a beautiful image of the wrong drape or colour simply creates returns.
Returns are a marketing problem
A high return rate means a share of your acquisition spend produced no revenue. The causes are usually upstream of logistics: inconsistent sizing, imagery that flatters colour or fit, descriptions without fabric weight, and a generic size guide. Fixing those is content work, and it often improves profit more than any bid change. Our fashion and lifestyle page covers this in more depth.
How working with us starts
- Discovery call. Your channels, AOV, return and RTO rates, current spend and where growth has stalled.
- Audit. Ad accounts, tracking, creative history, store speed and product pages.
- Plan and proposal. What moves first, what can wait, and the scope in writing.
- First 30 days. Tracking fixed, first creative batch live, quick wins on the store.
- Monthly review. Contribution margin, CAC, repeat rate and creative learnings, not just clicks.
Paid media is billed as a defined base retainer, and as ad spend scales the fee moves to a percentage of spend. Ad spend is always paid directly to Meta and Google. Creative, SEO and website work are quoted per scope after the audit.
Do you work with small fashion brands or only large ones?
Both. We work with brands that are still finding their first winning ads as well as brands spending heavily every month. The plan changes with stage: early brands need tracking, a product page that converts and a creative testing rhythm before they need scale.
Can you produce product photos without a studio shoot?
Yes. We generate catalogue packshots, model imagery and short product videos from real product photographs, using a locked visual system so every image in the catalogue looks consistent. A person checks every output against the actual product for colour, fabric and fit before it goes live.
Do you handle Myntra, Amazon and Flipkart as well as our own website?
Yes. We manage marketplace listings and ads alongside your own store, and plan pricing across channels so a marketplace discount does not undercut your website.
Where is your team based?
Our headquarters is in Mumbai and we have a second office in Jaipur. We work with fashion brands across India, including Delhi NCR, Jaipur, Surat, Ahmedabad, Bengaluru and Kolkata, and with Indian brands selling to the UAE, the UK and North America.
How quickly will we see results?
Tracking and creative fixes usually show in the first four to six weeks. SEO compounds over three to six months. We agree the measures and timelines with you before work starts.
If you run a fashion or lifestyle brand and want ads, creative and your store working as one, tell us about your brand or call or WhatsApp us on +91 95872 56938. You can also see our work or read our guide to Meta catalogue ads for fashion brands.