HexelinePremium fashion measured with a clean split between sales and brand
Hexeline needed to sell and build brand equity at the same time. We separated those objectives so the team could see the true return from sales campaigns and the deliberate cost of brand work, without an averaged number blurring both.
Brand context and starting point
Hexeline is a Polish premium women’s fashion brand built around dresses, coats and elegant wardrobe pieces with a timeless character. Online sales run in parallel with brand-building activity: catalogue, outlet and seasonal collection campaigns on one side; engagement, Instagram traffic and awareness work on the other. Those objectives need different measures.
Engagement priorities
- Separate the sales result from brand spend, so budget decisions rest on the right measure.
- Keep the brand’s calm, elegant tone in the sales campaigns.
- Get the most out of a limited conversion budget.
- Match campaigns to the collection calendar — spring, autumn, clearance.
The business challenge
Hexeline has a strong aesthetic code, and timeless women’s fashion cannot be pushed through aggressive clearance language. The larger issue was measurement. Brand and sales campaigns were running in parallel, but reading them through one number distorted both: brand work pulled the sales return down, while sales campaigns made the brand layer look more efficient than it really was. Budget decisions needed a cleaner reference point.
How we set up the work so results repeat.
Every campaign got an unambiguous type: sales or brand. We count return on ad spend only from the first group, so the brand sees the real sales result, not an average distorted by branding costs.
The dynamic product catalog drives the largest sales volume at the lowest cost of acquisition. With a limited conversion budget, it plays the role of the most stable sales layer.
Spring and autumn are the peaks for new collections, and the outlet works all year round. We treat short promotional windows as a sales amplifier, not the brand’s constant language.
Catalog remarketing in a narrow window brought the highest return on ad spend in the account. That is the result of discipline in frequency and timing of contact, not broad retargeting.
From strategy to ad accounts and creative.
Structure with clear roles
Each campaign type had a clear role in the funnel and its own way of being judged.
Retargeting in a narrow window
Sales amplifier
Year-round sales
Sales
Prospecting
Branding
Messaging angles
This wasn't about polishing single lines. Each angle had to spark the right image of the brand, reinforce positioning, or help the buyer move to a decision.
Timelessness as the value argument
The catalogue spoke about quality and longevity, not just discount — the language of a premium customer looking for lasting value.
A return to the choice without clearance pressure
A narrow, 14-day remarketing window delivered the highest return on ad spend in the account.
Elegance visible at the moment of intent
PMax gathered purchase intent across the Google ecosystem and supported sales among both new and returning audiences.
Outcomes that mattered to the business.
The strongest change was clarity. The brand can now see what the sales layer generates, what brand-building costs and where budget should move. That clarity creates calmer, more accurate decisions in a category where tone and profitability both matter.
- A clean split between sales and brand — the brand sees the true return on sales campaigns, with the cost of branding separately.
- Budget decisions based on a clear hierarchy of return, not on an averaged report.
- A stable conversion layer from the product catalog within a limited budget.
- Communication kept in the brand’s premium tone — without dropping into aggressive clearance language.
We appreciated how quickly Space Ads understood our brand’s style and needs. The campaigns were well thought through, visually consistent with our brand, and they brought great results.”
Hexeline shows that sometimes the highest-value move is not another campaign, but cleaner measurement. When a brand can see the sales result and the cost of brand-building separately, the budget conversation becomes concrete. The average disappears, and decisions become possible.”
Want to see where your sales system could run better?
In a short audit we point out where results usually leak: measurement, account structure, the product catalog, creative, or decision speed.