DKNY

Context

DKNY came to us in a transitional moment — a storied luxury brand navigating the shift from wholesale-dependent revenue to owned-channel growth. The brand had legacy equity and a dormant direct audience.

The approach

We embedded with the growth and brand teams to rebuild the digital acquisition engine from the ground up. That meant restructuring the paid media architecture, repositioning the brand voice for a younger luxury consumer, and establishing a direct-to-consumer channel that hadn’t existed at meaningful scale.

Four channels scaled in parallel: paid search, paid social, email, and SEO. Each one rebuilt from the strategy layer, not patched on top of what existed.

The result

47% revenue lift over the engagement period. ROAS improved 3.2x by the end of year one. Email became the highest-margin channel within 18 months.

What made it work

Speed and editorial discipline. The brand voice was tight — we didn’t let the performance layer dilute it. Every piece of creative had to earn its place against the brand standard before it ran. That constraint, which most performance shops resist, is what kept the brand’s equity intact while the numbers moved.