Learn how AsWeMove leverages FERMÀT funnels to create luxury shopping experiences that educate customers on their innovative performance wear while significantly reducing acquisition costs.
ABOUT
Founded in 2021 by former competitive athlete and luxury fashion collaborator Ishi Teiji, AsWeMove is revolutionizing men's performance wear through technological innovation. After spending years working with prestigious fashion houses like Dior, Louis Vuitton, and Prada, Teiji launched AsWeMove to blend luxury craftsmanship with cutting-edge performance technology. The brand has become a leader in premium men's underwear, with their STEALTHSKYN™ product line reaching over one million pairs sold through their exclusive DTC channel.
CHALLENGE
AsWeMove needed to create more personalized buying experiences while reducing customer acquisition costs to offset rising production expenses.
Despite strong product innovation and brand positioning, AsWeMove faced headwinds in scaling their direct-to-consumer business. Rising production costs were putting pressure on margins, making it crucial to lower customer acquisition costs while maintaining their premium positioning and product.
Arjun Rastogi, AsWeMove’s Head of Growth, knew that post-click optimization and acceleration in experimentation velocity was critical in order to increase customer acquisition efficiency. Additionally, Arjun and his team sought to expand their total addressable market by reaching new audience segments while providing the luxury shopping experience their brand demanded.
STRATEGY
FERMÀT enabled AsWeMove to create sophisticated, educational shopping experiences while rapidly testing different approaches to maximize conversion efficiency.
Working with FERMÀT, Arjun & his AsWeMove team implemented several key strategies to enhance their digital performance:
- Developing Educational Shopping Journeys: AsWeMove created custom shopping experiences that deeply communicated their product value proposition, highlighting innovations like their cooling fabrics, 4D expansion stretch material, zero-feel technology, and Voortex supportive technology. They developed detailed "5 Reasons Why" listicle pages that focused on specific benefits, helping justify their premium positioning through education about their superior construction and technology.
- Testing Various Shop Formats for Optimal Performance: The team experimented extensively with different presentation formats, comparing video shops against advertorial landing pages, and testing 3D rendered product creative against lifestyle photography. They created specialized experiences like a comparative guide between their Dominate and Aspire collections, helping shoppers find their perfect product match while learning about the unique benefits of each line.
- Optimizing Product Presentation for Maximum Impact: Through continuous experimentation, AsWeMove refined every aspect of their product presentation. They tested different hero product selections, adjusted default color and size variants, and optimized product image carousels based on performance data. The team also iteratively refined product descriptions to maximize conversion rates while maintaining their premium positioning.
RESULTS
In roughly 3 months on-platform, AsWeMove has created 19 new funnels and achieved dramatic improvements in customer acquisition efficiency.
Since implementing FERMÀT, AsWeMove has seen:
- 64% decrease in customer acquisition cost
- 21% increase in conversion rate
- 19.5% lift in Revenue per Session
- 9.8% lift in Average Order Value
The success of FERMÀT funnel implementation in their U.S. operations has led AsWeMove to expand their use of the platform to their Canadian store, demonstrating the scalability and effectiveness of their optimized approach.
