Case study · Women's apparel
Women's apparel DTC · 574% scaling
574% sales growth in 14 months · $8X ROAS · 10.9% of DTC revenue.
Challenge
A fast-growing women's apparel DTC brand was experiencing strong success on paid media — except in its affiliate channel. The program had grown to 4% of site-sales contribution but was hindered by excessive costs and lack of transparency into its partnership and commission structure, leading the brand to leave their network-managed service for an experienced agency.
The primary objectives: increase affiliate sales to 10% of DTC revenue, reduce overall program costs, decrease bottom-funnel coupon sites, and provide transparency into the program mechanics.
Solution
Surge decreased program service costs significantly while increasing expertise and support assigned to the program. We started by analyzing product margin, apparel industry benchmarks, and the affiliates in the program — the program needed several updates.
The commissioning model was modified to incentivize new customer growth and increase total sales. Over 300 affiliates were removed from the program. All affiliate offers, text links, and ads were updated, ensuring site offers were extended to affiliates throughout the promotional calendar.
Valued affiliates missing from the program were recruited quickly. Historically, the program was also lacking top-of-funnel publications and exposure — which became another growth strategy, with low-cost models and landing placements with Rank & Style, Capital One, and Rakuten Rewards.
Results · 14 months in
574% growth
in program sales over 14 months.
10.9% of DTC sales
while maintaining a competitive commission rate.
24% lower CPA
including agency management fees.
$8X ROAS
nearly doubled from baseline.
37% more publishers
while removing low-value coupon sites.
Retained through multiple renewals
expressing satisfaction with transparency and program mechanics.