Trilogy is a fashion retailer specialising in designer denim and clothing. In a competitive and fast-paced industry, it was crucial that we improve Trilogy’s brand awareness and online authority to make the name Trilogy synonymous with luxury designer fashion both online and offline.
The Problem
Despite stocking some of the most well-known designer brands in the fashion industry, Trilogy was struggling to establish itself as the go-to online destination for designer denim.
They already had a solid physical presence and unmatched customer service across their five London-based stores, as well as a tailored denim consultation experience to help customers find their perfect fit. With all of this working well to drive in-store customers, our challenge was to reflect this on the website with a digital strategy that would provide online customers with that same brilliant experience.
The Solution
We knew the area that we needed to focus on was content and that this was the area that was going to make the biggest impact because, at the time, there was very little authoritative, top-of-the-funnel content on the website.
The denim guides and style guides that focused on designer jeans and clothing were primarily made up of bottom-of-the-funnel content. This generated some revenue but was only tailored to customers who already knew exactly what they wanted.
The goal was to turn the website into an information resource that educated customers who were just starting their denim-buying journey and helped customers looking for expert styling advice.
We created a content marketing strategy that focused on Trilogy’s core denim fits to raise the site’s visibility and authority around these key topics. We wanted to create foundational content that supported the main product category pages so that the overall authority and performance of the website would improve.
This content soon branched out into styling advice for summer and winter seasons, resulting in 14 new guides created and published within the first few months of 2023, with an ever-increasing amount going live each month.
The Outcome
In the first three months after the publication of the first batch of content, coupled with additional on-page optimisation of the product category pages to increase their impact, the denim guide has seen an 89% increase in revenue and an 11% increase in traffic year-on-year.
“Our experience of Evergreen is fantastic, we use them to manage both our PPC and SEO accounts and there is never a stone left unturned. All aspects of the accounts are well managed, we are constantly kept in the loop with tweaks and changes. They even go above and beyond by educating our internal team with videos and strategies. The team are lovely to work with as an added bonus!”
Kurt Torson, Online Manager, Trilogy Stores
Trilogy’s denim and style guides have helped turn the site into a true informational resource that educates and inspires customers throughout their buying journey.
Content is the gift that keeps on giving and we are confident that as the current content continues to gain traction alongside the new content we’re creating each month, Trilogy will increasingly become the go-to destination for designer denim and a true authority in the designer fashion space.
For the next phase of Trilogy’s growth plan, we will be implementing a brand new website structure that we have collectively been working on over the past few months. More results to come in 2024!
Fancy learning more about how we could take your ecommerce business to the next level? Get in touch today.
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