Pack
Scale
Services used
Challenge
Fashion is brutal: high returns, subjective reviews ("bad fit", "wrong colour"). 4 SKUs, season closing, "winter jacket" at pos. 43. Returns 32%.
Approach
Live sizing table + try-on videos cut returns. 3 800 hype actions timed with seasonal peak. 200 buyouts per SKU with "outdoor" photos. Returns desk: 24h replies on sizing.
Result
GMV +82%, returns 32% → 18% (−14pp). Main SKU "NORD winter puffer" — Top-5 on HF, 3 months running. Rating 4.7.
Pos. "winter jacket"
↑ 88%
Returns rate
↑ 44%
Weekly timeline
Weekly timeline
W2
Weeks 1–2
Card redesign, sizing, first 150 buyouts.
W4
Week 4
400 buyouts. "Winter jacket" Top-20.
W6
Week 6
Hype peak, Top-8. GMV ×1.4.
W9
Week 9
Top-5, returns −14pp, GMV +82%.
Cards in project
Cards in project
NORD Winter Pro puffer
Before
Pos. 43 · 4.2 · ret. 32%
After
Pos. 5 · 4.7 · ret. 18%
NORD Urban parka
Before
Pos. 68 · 4.3 · ret. 28%
After
Pos. 14 · 4.7 · ret. 19%
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Client says
Buyouts with real PUP pickup actually work. Card hit Top-5 on the money keyword and holds there for 3 months. No WB algorithm remarks.
I
Igor Petrov
Fashion brand NORD