Sample plan · Example brand: Northline Apparel · Retail
Launching a seasonal collection for an independent fashion label
How we’d plan a nine-week launch for a small label whose new collections usually arrive with a couple of posts and end up on the sale rail.
This is a worked example, not client work. Northline Apparel is a fictional brand, and every number on this page is a target we’d commit to, not a result.
Targets
- full-price sell-through in eight weeks
- 85%
- full-price sell-through in eight weeks
- return on ad spend
- 3×
- return on ad spend
- early-access waitlist sign-ups
- 4,000
- early-access waitlist sign-ups
The situation
Imagine a label with two boutiques and an online store that relies on word of mouth. New collections launch quietly, and stock lingers until end-of-season sales cut margins.
What we’d do
- 01
Tell the story behind the collection for four weeks before showing a single product.
- 02
Give repeat buyers a 72-hour early-access window ahead of the public launch.
- 03
Seed creators who already wear the brand before any paid video runs.
- 04
Match the boutique windows to the online creative so it reads as one campaign.
The full plan is a PDF you can keep.
It’s the document we’d hand a client at the end of the planning stage: the thinking, the timeline, the budget, and the targets. Read it to see how we work before you talk to us.
- The situation — the assumed starting point and the insight we’d look for
- Strategy and big ideas — audiences, goals, and the principles behind every channel
- Week-by-week timeline — what we’d do, what you’d get, and the checkpoint for each phase
- The budget — where the money would go, line by line
- Channels and targets — what each channel is for and the numbers we’d track
- Risks — what could go wrong and how we’d handle it
- A playbook — a checklist to apply the approach to your own campaign
More sample plans
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