Blog
What we see across 40+ webshops, written down
Notes from the accounts we run for fashion, beauty and lifestyle brands: benchmarks, budgets, playbooks and the occasional case. Written by the people who do the work.
In short
- The Landing Partners blog is written by three people from the team: Anthony Bafort on growth, budgets and markets, Xaveer Rumbaut on beauty and health, and Charlotte Piérard on paid media and creative.
- Everything comes from the accounts we run for 40+ fashion, beauty and lifestyle brands.
- Start with the six below, or filter the archive by topic.
Start here
Six articles we send to most new clients
Growth Strategy · Anthony Bafort
How to market a fashion brand online
The whole picture: which channels first, what to spend, when to add email and CRO, and why ads amplify a shop that already sells.
Read itGrowth Strategy · Anthony Bafort
Ad budget by revenue stage
What to spend per month at each revenue stage, and when to add Google and TikTok next to Meta.
Read itPaid Advertising · Charlotte Piérard
Meta Ads benchmarks and ROAS targets
ROAS and cost-per-purchase benchmarks by spend tier and price point, and the three mistakes we see most.
Read itEmail Marketing · Anthony Bafort
Klaviyo email benchmarks for fashion brands
Open, click and revenue-per-recipient benchmarks per flow and campaign, so you know whether email pulls its weight.
Read itPaid Advertising · Xaveer Rumbaut
Meta Ads benchmarks for skincare and beauty
Why beauty accounts behave differently from fashion: compliance, a slower start, and the creative that gets through.
Read itPaid Advertising · Charlotte Piérard
Creative fatigue: building a refresh cycle
Where fatigue shows first, how long creative lives at your budget, and a refresh rhythm your team can keep up.
Read itWho writes here
Three people, three beats
No content team and no ghostwriters. The person who writes about a topic is the person who runs it for clients.
Anthony Bafort
Co-founder
Growth, budgets, markets, and how to choose and work with an agency.
Xaveer Rumbaut
Beauty & health lead
Beauty, skincare and supplements: from what you may claim to what makes the second order happen.
Charlotte Piérard
Team lead
Paid media and creative: what we test, what works, and what wears out.
The archive
Everything else, by topic
- Growth StrategyMarketing a luxury fashion brand onlineAnthony Bafort
- Paid AdvertisingMarketing a haircare brandXaveer Rumbaut
- Growth StrategyBuilding a collagen supplement brandXaveer Rumbaut
- Growth StrategySelling ashwagandha in a saturated marketXaveer Rumbaut
- Growth StrategyFashion on Amazon Europe without hurting your webshopAnthony Bafort
- Growth StrategyMarketing postbiotics to people who have never heard of themXaveer Rumbaut
- Growth StrategyAdvertising iron and B12 supplements without disease claimsXaveer Rumbaut
- Paid AdvertisingSelling skin barrier products when everyone claims the sameXaveer Rumbaut
- Paid AdvertisingMeta Collaborative Ads with your retailersCharlotte Piérard
- Paid AdvertisingYouTube Shopping for fashion brandsCharlotte Piérard
- Growth StrategyReferral programmes for supplement brandsXaveer Rumbaut
- Growth StrategyMarketing weight management supplements within the rulesXaveer Rumbaut
- CROHow product photography affects conversionAnthony Bafort
- Growth StrategyAdvertising sleep supplementsXaveer Rumbaut
- Paid AdvertisingAdvertising makeup when every SKU is a shadeXaveer Rumbaut
- Growth StrategyReferral programmes for fashion brandsAnthony Bafort
- Growth StrategyQuiz funnels for supplement brandsXaveer Rumbaut
- Growth StrategyMarketing a bridal brand onlineAnthony Bafort
- Email MarketingPrice drop and low stock flows in KlaviyoAnthony Bafort
- Growth StrategyMarketing fashion to the 50+ customerAnthony Bafort
- Growth StrategyMarketing a menswear brand onlineAnthony Bafort
- Growth StrategyBundles and subscriptions that lift supplement basket valueXaveer Rumbaut
- Paid AdvertisingTikTok Ads for supplement brandsXaveer Rumbaut
- Growth StrategyWhen AI assistants become the fashion buyerAnthony Bafort
- Paid AdvertisingCreative fatigue: building a refresh cycleCharlotte Piérard
- Growth StrategyPaid membership programmes for beauty brandsXaveer Rumbaut
- CROBuy now, pay later and conversionAnthony Bafort
- Email MarketingGrowing a Klaviyo list that convertsAnthony Bafort
- Paid AdvertisingMeta Reels ads for fashion brandsCharlotte Piérard
- Growth StrategyMarketing when AI search replaces GoogleAnthony Bafort
- Growth StrategyLowering customer acquisition costAnthony Bafort
- Creative StrategyScaling Meta ad creative with AICharlotte Piérard
- Market InsightsHow Belgian fashion brands win onlineAnthony Bafort
- CROProduct pages: selling without a fitting roomAnthony Bafort
- CROAR try-on and virtual fitting roomsAnthony Bafort
- Paid AdvertisingMarketing gut health and probiotic brandsXaveer Rumbaut
- Paid AdvertisingAdvertising women's health supplementsXaveer Rumbaut
- Creative StrategyHow to brief creatives for fashion adsCharlotte Piérard
- Growth StrategyResale and circular fashion without cannibalising salesAnthony Bafort
- Email MarketingSkin quizzes and zero-party data in KlaviyoXaveer Rumbaut
- Growth StrategyZero-party data for fashion brandsAnthony Bafort
- Growth StrategyMarketing a collection dropAnthony Bafort
- CROCRO for supplement webshopsXaveer Rumbaut
- Paid AdvertisingGoogle Ads for beauty and skincare brandsXaveer Rumbaut
- Email MarketingWhatsApp marketing for fashion brandsAnthony Bafort
- Growth StrategyAI personalisation in fashion e-commerceAnthony Bafort
- Creative StrategyDermatologists and expert creators for skincare brandsXaveer Rumbaut
- Creative StrategyBuilding a creator and affiliate programmeCharlotte Piérard
- Email MarketingKlaviyo for supplement brands: subscription and replenishmentXaveer Rumbaut
- Paid AdvertisingAre Pinterest ads worth it for fashion brands?Charlotte Piérard
- Growth StrategyMarketing a sports nutrition brandXaveer Rumbaut
- CROReviews and social proof for beauty brandsXaveer Rumbaut
- Email MarketingSMS for drops, flash sales and VIP accessAnthony Bafort
- Growth StrategyLoyalty programmes for fashion brandsAnthony Bafort
- Paid AdvertisingGoogle Ads for supplement brandsXaveer Rumbaut
- Paid AdvertisingTikTok Ads for beauty and skincare brandsXaveer Rumbaut
- Paid AdvertisingInstagram live video adsCharlotte Piérard
- Growth StrategyIncreasing customer lifetime valueAnthony Bafort
- Paid AdvertisingTikTok Shop for fashion brands in EuropeCharlotte Piérard
- Paid AdvertisingMeta Ads for supplement brands without getting restrictedXaveer Rumbaut
- Paid AdvertisingMeta Advantage+ Shopping for fashion brandsCharlotte Piérard
- Email MarketingKlaviyo for beauty brands: replenishment and segmentationXaveer Rumbaut
- Paid AdvertisingMeta Ads benchmarks for skincare and beautyXaveer Rumbaut
- Paid AdvertisingRetargeting: turning browsers into buyersCharlotte Piérard
- Growth StrategyFashion e-commerce trends we see across clientsAnthony Bafort
- CROCase: conversion rate up 40% for a Belgian fashion webshopAnthony Bafort
- Paid AdvertisingCase: scaling Meta Ads from €5K to €50K a monthCharlotte Piérard
- Growth StrategyFirst-party data for fashion brandsAnthony Bafort
- Growth StrategyAttribution: which channel drives the saleAnthony Bafort
- Paid AdvertisingKlaviyo's Meta integration and ad spendCharlotte Piérard
- Growth StrategyAI tools we use, and the ones that are hypeAnthony Bafort
- Growth StrategyThe marketing tech stack a fashion brand needsAnthony Bafort
- Market InsightsHow Antwerp fashion brands compete onlineAnthony Bafort
- Market InsightsSelling fashion online in GermanyAnthony Bafort
- Market InsightsThe European fashion e-commerce marketAnthony Bafort
- Market InsightsFashion e-commerce in the NetherlandsAnthony Bafort
- Creative StrategyInfluencer marketing: micro, macro and ROICharlotte Piérard
- Creative StrategyBuilding a fashion brand on InstagramCharlotte Piérard
- Creative StrategyUGC: how to get it, brief it and use itCharlotte Piérard
- Growth StrategyChoosing an agency: 10 questions to askAnthony Bafort
- CROMobile first: 75% of fashion sales happen on phonesAnthony Bafort
- Growth StrategyDTC or wholesale?Anthony Bafort
- Growth StrategyScaling a fashion brand across EuropeAnthony Bafort
- CROReducing cart abandonmentAnthony Bafort
- Paid AdvertisingBlack Friday: preparing eight weeks outCharlotte Piérard
- CROWebshop audit: 25 things to fix before you scale adsAnthony Bafort
- Growth StrategyAd budget by revenue stageAnthony Bafort
- Paid AdvertisingGoogle Ads for fashion e-commerceCharlotte Piérard
- Paid AdvertisingTikTok Ads for fashion brandsCharlotte Piérard
- Email MarketingThe email calendar: when, what and how oftenAnthony Bafort
- Email MarketingKlaviyo or Mailchimp?Anthony Bafort
- Email MarketingSetting up Klaviyo, step by stepAnthony Bafort
- Email MarketingCase: a working email system in 90 daysAnthony Bafort
- Creative StrategyCreative strategy: what to brief and what to test firstCharlotte Piérard
- Market InsightsWhat is different about the Belgian marketAnthony Bafort
- Paid AdvertisingOur Meta Ads creative playbookCharlotte Piérard
- Email MarketingKlaviyo email benchmarks for fashion brandsAnthony Bafort
- Growth StrategyGrowth stages: what to focus on at every revenue levelAnthony Bafort
- CRO12 CRO changes that moved the needleAnthony Bafort
- Growth StrategyWhat we learned from 100 fashion brandsAnthony Bafort
- Growth StrategyCase: +180% online revenue in 12 monthsAnthony Bafort
- CROConversion rate benchmarks for fashion webshopsAnthony Bafort
- Email MarketingThe seven Klaviyo flows every fashion brand needsAnthony Bafort
- Paid AdvertisingMeta Ads benchmarks and ROAS targetsCharlotte Piérard
- Growth StrategyEvery abbreviation, explainedAnthony Bafort
- Growth StrategyHow to market a fashion brand onlineAnthony Bafort
Podcast
24 founder interviews on our own podcast, in French
The Landing Podcast is our French-language interview series with founders of fashion and beauty brands such as Carel, Oh My Cream, Patine and Wasted Paris. Dutch speakers can hear us and our clients on We Love Belgian Brands.
Landing Podcast
- HIRCUS : une marque de cachemire masculine qui se réinvente pour les femmes
- SOI PARIS : des imprimés à cœur, une aventure B-Corp entre sœurs
- LOUISE DAMAS : et si on réussissait autrement ?
- FUDOON : entre amitié, audace et mono-produit
On We Love Belgian Brands
- Haal meer ROI op je advertenties & laat je e-commerce op een slimme manier groeien. In gesprek met Anthony & Xaveer van Landing Partners
- NATHALIE VLEESCHOUWER
- KALANI HOME
- ATELIER CONTENT
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