Fabric Of Society is a luxury multi-brand retailer based in the Middle East, targeting upscale Gen-Z consumers with a selection of next-gen international designers and emerging brands.

Seeking to enhance its online presence and to drive substantial growth, the FoS team partnered with SUM.

The agency had already collaborated with FoS to prepare the brand strategy, the name, and the visual identity. With expertise in targeting luxury consumers worldwide, SUM was also tasked with preparing the digital strategy and implementing the campaign.

The approach was to carve out a niche in the Middle East’s highly competitive online luxury retail sector, as well as emphasizing FoS’s commitment to sustainability and ethical fashion.

The primary goal was to enhance FoS’s visibility, increase traffic, and boost sales, through a well-rounded performance marketing strategy encompassing social media, SEO, email marketing, and targeted advertising. As the brand had only recently been launched, it would also be essential to boost brand awareness and retain to the loyalty of new customers.

In addition, by highlighting FoS’s collaborations with influencers, artists, and creators we would be able to further enhance engagement and brand status among our wealthy Gen-Z target audience.