Moss Case Study March 2023

Rock-solid (partnerships) for <unlimited growth>

Moss had a brilliant reputation as a formal wear provider. But they had bigger ambitions.

In late 2021 Moss expanded into casual clothing. In order to succeed they needed customers. They wanted to achieve this by focusing on targeted, digital channels.

The objective was clear – change perceptions and increase traffic and revenue in a crowded marketplace.

It wasn’t just the pioneering technology that delivered success, it wouldn’t have been possible without the close partnership we have built with Moss’s digital, SEO and Content Teams

A series of in-depth discovery calls got us into the weave of the business, what each area considered a priority, if they had any pain points and where they saw themselves in the future

1. Our SEO experts created a thorough search phrase analysis (SPA) to review the total addressable market that Moss could potentially tap into. We also built them a bespoke  Digital Demand Tracker specifically for Moss. 
2. The SPA and demand data was used by our SEO team to reoptimise existing and create new categories to expand the category set and tap into the wider share of market.
3. The SEO and content teams worked together to create meta data and on-page content to target the most optimal phrases per category.

As Moss is not widely known for being a casualwear retailer, our content and PR teams needed to utilise editorial content to transmit to both existing and potential customers that this was the direction the brand was heading. We worked alongside the internal team to create new stories to effectively communicate this transition.

To support our onsite technical SEO work and feed external links into both existing and new categories a robust link acquisition strategy was deployed. The Digital PR team outreached trends-led, data-led and editorial pieces.