10,200 New Customers in 4 Months: How Sullen Achieved Record Sales
The Brand
Sullen Clothing is a tattoo art-inspired apparel brand founded in Huntington Beach, California. With a focus on Southern California beach culture and modern tattoo artistry, Sullen has grown from a small, art-driven group into a globally recognised “Art Collective.” They design clothing and accessories inspired by the tattoo art they create, catering to a niche yet passionate audience.
The Problem
After 20 years in business, Sullen had established a strong customer base through organic growth, email, and SMS marketing. However, their social ad performance wasn’t meeting their growth ambitions.
Specific challenges included:
- Underperforming Social Channels: Sullen struggled to scale their Meta Ads beyond basic boosted posts and retargeting campaigns.
- Limited New Customer Acquisition: While they retained a loyal base, they weren’t expanding their reach effectively.
- Scaling Issues: Their campaigns lacked structure, making it difficult to achieve consistent results at scale.
They approached us looking for a strategy that could help them acquire more customers and scale profitably.
“Heavy Head Social brought structure and strategy to our campaigns, helping us scale and achieve record-breaking results.”
Their Goal
Sullen’s primary goal was to increase their daily order volume by acquiring new customers. When they came to us, they averaged 100 orders per day. They wanted to grow this number significantly while maintaining their strong brand identity.
The Strategy
We implemented the Fashion Growth Framework to create a structured, scalable strategy that aligned with Sullen’s goals:
- Audience and Funnel Segmentation: Built an airtight funnel strategy to reduce audience overlap and test new segments efficiently.
- Leveraging Weekly Product Drops: Capitalised on their frequent product launches to keep creatives fresh and audiences engaged.
- Creative Testing at Scale: Ran continuous testing on ad creatives, formats, and copy to maximise top-of-funnel performance.
- Scaling Beyond Retargeting: Transitioned from relying on retargeting to scaling cold audience campaigns with refined targeting.
The Result
Our efforts delivered record-breaking results for Sullen Clothing:
- 10,200 New Customers: Generated over 10,000 new customer conversions in just 4 months.
- Record Sales Month: Achieved $924,000 in store sales during November.
- Record Sales Day: Hit $106,000 in sales on Black Friday.
- $755,000 in Facebook Sales: Generated in less than 5 months, laying the groundwork for continued success.
- 80% Increase in Daily Orders: Helped grow their daily order volume from 100 to 180 on average.
These results reflect not only measurable growth but also the ability to scale consistently while maintaining strong brand identity.
Sullen Clothing’s transformation shows how the Fashion Growth Framework can turn ambitious goals into tangible results.
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Curious if we can deliver results like these for your brand? Book your Fashion Growth Strategy Call today.
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