SALT Attire came in asking for better ads. What they left with was a rebuilt growth system, which is a different engagement and a longer one.
Fashion D2C is unusually unforgiving on this point. Returns, sizing, repeat purchase and seasonality all sit between the click and the margin, and a brand that only optimises acquisition ends up paying more each month to stand still.
Acquisition, retention and tracking together
Treating these as three projects is how they end up contradicting each other — acquisition targeting a customer retention cannot keep, tracking measuring a version of the journey neither reflects. We rebuilt them as one system so the same definition of a good customer ran through all three.
It took about ninety days
The brand's own account is that it took roughly 90 days before it clicked into place. That is worth stating plainly rather than compressing: a connected system takes longer to show its effect than a campaign change, because the parts have to start reinforcing one another before the numbers move.
Where it landed
Revenue grew 4×, ROI increased 120%, and customer acquisition cost came down 60% — a reduction the brand reports as sustained rather than a single good month. In the team's own words, they are not starting from zero every month any more.