ROHDE ATELIER
A new sub-brand leads to online market breakthrough.
RESULTS
CLIENT TESTIMONIAL
“The goal was to create a completely new look & feel that clearly distinguishes itself from the other collections and that speaks to an audience that is younger and more trend and design oriented. We wanted to create truly aesthetic images that highlight these statement-shoes but at the same time celebrate the brave and bold nature of the modern woman. And with all modesty, I have to say: We nailed it!”
Stojan Rudan
Head of Marketing
Content Production
The decision to highlight the "ROHDE Atelier" collection with vibrant summer trend colors was no coincidence. It was based on a post-purchase survey from 2022, which revealed the importance of color in the purchasing decisions of our target audience.
To amplify the intensity of these colors and visually distinguish the collection from the classic B2B line, we transformed the entire studio atmosphere into a unique complementary color concept. In collaboration with the photographer duo Sallyhateswing and lighting designer Thilo Erward, we created a dynamic RGB lighting system that allowed us to achieve a striking color scheme with bold hues and harmonious contrasts in every image.
PRODUCT PHOTOGRAPHY
To ensure a consistent visual narrative across the online shop, we intentionally incorporated close-up shots of each model during the lookbook shoot. These images were carefully combined with product cutouts, for which we produced four variations for each model. Complemented by a full-look image, this approach created a cohesive visual language.
This method ensures a seamless visual consistency throughout the "ROHDE Atelier" collection, drawing a red thread from social media to the product pages in the online shop. This not only strengthens brand identity but also enhances the customer experience in the digital space, making it both seamless and engaging.
SOCIAL ADVERTISING
ROHDE Atelier was specifically designed for social media placement, with the long-term goal of capturing a younger, more fashion-forward audience. The most significant revenue driver was the strategic use of social media ads on Instagram and Facebook.
The campaign achieved an impressive Return on Ad Spend (ROAS) of 5.35 throughout the entire season. This success not only reflects the strong consumer response to our ads but also underscores the collection's powerful appeal. A particular highlight was the "Atelier N°1" model, which became the best-selling product across all ROHDE lines during the Spring/Summer 2023 season.
Collection & Seasonal Performance Analysis
By implementing our BENCHMARKED BI, we established a product-level steering system that allows us to identify winning styles early within ROHDE’s 100+ SKUs per collection. Instead of relying on surface-level performance signals, we systematically test products at the beginning of each season to detect real demand and sales potential.
Based on these insights, we align media allocation with stock levels and restock planning in close coordination with the ROHDE team. High-demand products are scaled strategically across social channels while continuously monitored against financial KPIs. The data generated from each campaign feeds directly into future collection planning, optimizing communication, content direction, and paid media decisions season after season.
