Data-driven growth: the Crime London story on faraone.shop.
faraone.shop is a contemporary fashion destination with over 300 brands in catalog: from designer labels to premium sportswear and streetwear. The KPI driving every decision isn't revenue, it's profit. Here's the process we used to decide which brand deserved more budget and attention.
The problem
Scaling a catalog of 300+ brands while staying operationally agile means you can't treat every brand the same. We needed to identify which brands had the strongest real growth potential, not the highest seller overall, but the best combination of margin, demand and competitive space.
The analytical process
The decision wasn't based on a single isolated metric, but on a convergence of signals across five dimensions:
Sales & margin
Crime London showed higher margins and excellent GMROI: every euro invested generated a higher return than other categories, with stock turnover faster than average.
Customer behavior
High engagement metrics on Crime London product pages: significant page views, high add-to-cart rates, a solid cart-to-detail ratio and above-average brand conversion.
Keyword research
Growing search demand for "Crime London" and related terms, tracked via Google Search Console and Google Trends: a signal of proactive purchase intent.
Competitive analysis
Monitoring rival retailers' assortments to identify where Crime London was under-represented relative to demand: a market opportunity.
Price optimization
Checking Crime London's competitive price positioning against the market, to confirm price wasn't holding growth back.
The solution
Once Crime London was identified as a strategic priority, we built a coordinated multichannel activation instead of a single isolated intervention.
SEO
Meta title and description optimization, strategic internal linking, dedicated brand collection pages, technical SEO improvements, aimed at higher rankings and more qualified organic traffic.
Advertising
Dedicated campaigns on Google Ads, Meta and TikTok with granular targeting by customer journey stage, to reach high-intent users and strengthen brand awareness within relevant segments, keeping profitable ROAS as the guiding metric.
Marketing automation
Personalized experiences, on-site product recommendations, targeted emails and automated abandoned-cart campaigns to keep Crime London top-of-mind and drive repeat purchases.
Inventory investment
Based on the signals collected, we more than doubled inventory investment in Crime London, aligning supply with demand the data showed was growing.
"The decision to prioritize Crime London wasn't based on a single isolated metric. It was a convergence of positive indicators across multiple dimensions."
Results
SEO work improved organic rankings and brought more qualified traffic. Advertising campaigns increased visibility and conversions while keeping ad spend profitable. Marketing automation raised engagement, conversion rates and repeat purchases on the brand. The disciplined approach, deciding on data, not instinct, delivered profitable growth and sustainable financial health for the brand within the catalog.