Handcrafted Womenswear Launch

A fashion ecommerce launch case study covering three months of Shopify build, product catalogue and paid acquisition for a handcrafted Indian contemporary womenswear label, with revenue arriving in the second month.

Project Summary

Client Overview:

The client is a handcrafted Indian contemporary womenswear label, selling kurta sets, dresses, dupattas and separates in seasonal collections. Avikosh Digital took the brand from no store to live trading between March and May 2025, then handed the work to the client’s in-house team.

The Challenge

A new label has no purchase history, no pixel data and no reviews. Everything that makes ecommerce advertising efficient for an established store is missing on the first day.

Handcrafted fashion is a catalogue business before it is an advertising one. Nothing can be promoted properly until every kurta set, dress and dupatta is listed with the right images, sizes, variants and attributes, so the storefront and the acquisition cannot be built one after the other.

The real constraint was the runway. A new store usually takes two to three months before it earns anything meaningful, and the whole brief was three months long.

What We Did

Built the Shopify store, then built the catalogue into it properly, every product listed with the images, variants and attributes a shopping feed needs rather than the minimum a product page will accept.

Set up Google Merchant Center and ran Shopping against the feed, so the catalogue itself was selling in search results instead of one brand campaign carrying the whole store.

Ran performance marketing from launch rather than after it, treating the product feed as the campaign rather than something bolted on once the site was finished.

The Results

Revenue in the second month. A new store on a new domain usually takes two to three months to earn anything. This one was selling by month two.

Zero to a live storefront. Shopify build, full product catalogue and a live Merchant Center feed, inside the first phase of a three-month engagement.

Four workstreams in one brief. Website, catalogue, Merchant Center and Shopping, and performance marketing, run by one team rather than split across vendors.

How the Engagement Ended

The brand moved the work in-house in mid 2025. The brand had a working store, a complete catalogue, a live feed and campaigns already returning revenue, so their own team took it from there.

Three months was the whole engagement. It ended with the client able to run the account themselves, which is the outcome a launch brief is supposed to produce.

Key Takeaways

A launch is a catalogue problem before it is an advertising problem. Most of the early work went into product data, and that is what made month two possible.

Three months is enough to prove a store can sell. It is not enough to build a brand, and the two should never be quoted as the same job.

An account that ends because the client can now run it themselves is a completed brief, not a lost client.

Outcomes