Building Ecommerce Growth for an Apparel Brand Across Six Years
We started with the foundation. The website was rebuilt to meet Jockey International's global brand guidelines while being built for conversion. Once the site was right, we ran the first Meta Ads campaigns on a PKR 40,000 to 50,000 monthly budget, targeting their core products: boxers and innerwear. We handled all content production ourselves, including product shoots and lifestyle shoots, so the creative always matched what the ads needed. As the account matured and the product range expanded into apparel and thermals, we expanded the strategy to Google Ads. SEO came next, building organic traffic alongside paid. In early 2025, Jockey Pakistan became one of the first brands in the country to add generative engine optimization to their strategy, positioning them for AI search visibility before most of their competitors were even aware of it. Throughout all of this, we also consulted on operations: inventory planning, production timelines, and warehousing, so that stock was always ready when seasonal demand hit, particularly for thermals in winter.
The cumulative result across six years is $12.6 million in ecommerce revenue. Ad spend peaked at PKR 5 million per month at the start of 2025, but as organic sales grew and brand recognition built up, we brought that number down to PKR 2.4 to 3.5 million depending on the season. The return across the full engagement, counting retainer, ad spend, and all DTC-related costs including warehousing and staff, has been 18 to 19 times. Retail grew in parallel: from 5 to 6 stores in 2020 to 25 outlets in 2026, 23 of them company-owned. Jockey Pakistan is now the default answer for thermals and quality innerwear in the mid to high segment of the Pakistani market.
"They have been a standout partner in navigating our ecommerce growth now reflecting on our retail outlets. I couldn't be more proud of the results they have produced over our six-year long partnership."
Rafay Jawad — COO, Jockey International Pakistan
