Yours Clothing selects Brave Bison to lead its marketing drive

Yours Clothing has chosen digital media, marketing, and technology company Brave Bison to manage its performance marketing. The decision followed a competitive three-month pitch involving various agencies. The collaboration marks a significant milestone for Yours Clothing, Britain’s fast-growing plus-size fashion retailer, as it aims to expand its market reach within the UK and across key international territories such as the US, Ireland, and Australia throughout 2024.

Brave Bison has been tasked with enhancing marketing efficiency locally while setting the groundwork for success in the specified international markets. The strategy involves utilising advanced data and insight tools provided by partners like Feedonomics and GWI. These tools will assist in identifying the most profitable regions and understanding market-specific nuances. Given Yours Clothing’s commitment to championing body positivity and self-love, there is a particular emphasis on understanding attitudes towards these values in the targeted growth regions.

The marketing efforts will go beyond conventional practices, leveraging AI insights to maintain a fresh and accurate understanding of the core audience. Brave Bison will also oversee all paid search, shopping, feed management, and paid social channels to help Yours Clothing compete in the intensely competitive fashion industry. The collaboration will capitalise on Brave Bison's unique, adaptive digital solutions spanning several aspects of performance marketing.

One of the crucial factors behind the appointment of Brave Bison was its compelling approach to paid social media, influenced by its acquisition of SocialChain. The agency’s extensive experience in the online fashion space and its proven track record of growing brands through targeted campaigns were also decisive elements. This background will be instrumental as Brave Bison takes on the challenge of leading marketing efforts in the UK while supporting Yours Clothing's international expansion plans.

To facilitate international growth for its clients, Brave Bison employs its 'G.R.O.W' framework, a well-established checklist for brands detailed in its latest performance whitepaper. This framework will support Yours Clothing as it continues its rapid growth trajectory.

Hannah Kimuyu, Managing Director of Performance at Brave Bison, remarked that improvements in Yours Clothing's online content had significantly boosted its online growth over recent years. She stated, “In recognition of the significant impact digital can have on growth, [Yours Clothing] needed a long-term partner that can elevate the brand to new heights. Our wealth of experience growing brands internationally is undeniable. Combined with the already ambitious and positive forecasts for the year ahead, fashion that fits everyBODY is sure to also now reach everybody in the near future.”

Antony Talbot, Group Trading Director at Yours Clothing, expressed confidence in the new partnership, noting the retailer’s impressive growth rate and the need for an agency that could match its pace. He stated, “We were the fastest growing fashion retailer in 2022, and we’re not slowing down any time soon. As a result, we needed an agency partner that is operating at the same speed as us and can push our boundaries in terms of performance. Brave Bison’s experience, understanding of our business’s direction, and unique approach to performance marketing are invaluable to us at such a pivotal point in our growth.”