Where they were
Ultramar had spent four years building a swimwear line made in Alicante, in small runs, with fabric that costs three times what the high street pays. Their website said “sustainable swimwear for everyone”. Everyone is not a customer.
The audience they had defined in 2021 no longer matched the one actually buying. Sixty-one per cent of orders came from women over 35 buying a single high-value piece, while all the communication was aimed at a twenty-something who was never going to pay that price without a discount.
What we did
We rebuilt the audience from transaction data instead of assumption, then ran a benchmark against eleven European swimwear brands in the same price bracket to find out what nobody was claiming.
The gap was geography. Every competitor was talking about sustainability; none was talking about the Mediterranean as a place rather than a backdrop.
Where it landed
Ultramar stopped being a sustainable swimwear brand and became a Mediterranean one that happens to be made responsibly. Same product, same factory, different reason to buy.
The discount calendar went from nine campaigns a year to three, and average order value tripled over two seasons.
