Natori

  • 119.13% Achieved Online Revenue Goal
  • +7.5% Increased New User Acquisition YOY
  • +17.9% Increased Revenue YoY: Google Ads
  • 4.47x Return on Ad Spend (ROAS)

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The
Project

Platform
BigCommerce
Services
Digital Marketing
,
SEO
,
AI & Personalisation (Marketing)
,
Automation & Segmentation
,
Competitor Research
,
Campaign Management
,
Reporting & Attribution
,
Strategy & Audits
,
Competitor Landscape Analysis
,
Content Strategy
,
SEO Migration
,
Keyword & Audience Research
,
Technical Audits
,
Technical Optimisation
,

Founded in 1977 by Josie Natori, The Natori Company is a pioneering, woman-founded and woman-led fashion house based in New York. Known worldwide for its luxurious lingerie, sleepwear, loungewear, and ready-to-wear collections, Natori blends Eastern artistry with Western design. With a strong commitment to sustainability, recycled fabrics, and responsible production, the brand continues to set the standard for modern luxury.

Natori partnered with Overdose. to elevate their presence in the competitive luxury womenswear space. Together, we developed a forward-looking paid search and SEO strategy that delivered profitability while driving new customer acquisition, securing Natori’s position as a leader in digital commerce.

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Integrations

Overdose. streamlined Natori’s search marketing and product feed systems, creating efficiency and scalability across key channels. Bing Ads was integrated into Natori’s analytics and reporting to align performance tracking with Google Ads, giving the brand a complete view of ROI across search engines. Google Ads was connected with product feed management and commerce data, enabling SKU-level optimization, remarketing audiences, and profitability-driven bidding strategies. To further support campaign precision, Data Feed Watch was introduced as a centralized feed management solution, improving product data quality, custom labeling, and visibility across Google and Bing Ads.

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overdose digital
overdose digital
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Challenges 

+ Solutions
Challenge 01

Over-Reliance on Branded Campaigns

When we first audited Natori’s paid search activity, over 60 percent of spend was concentrated in branded campaigns. While this approach captured high-intent customers already familiar with the brand, it left limited room for growth and underinvested in generic and category-level keywords. This reliance on branded activity created short-term efficiency but posed long-term risks to sustainable acquisition.

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SOLUTION

Overdose. restructured the account to reduce branded search allocation from 43 percent to 20 percent of total spend. Investment was shifted toward Performance Max and generic search, while SKU-level profitability analysis ensured funds were directed into top-performing products. Underperforming SKUs and landing pages were excluded to minimize wasted spend, and Dynamic Search Ads were optimized to capture long-tail queries. This holistic restructure created balance across branded, generic, and shopping campaigns, fueling both acquisition and profitability.

Challenge 02

Website Migration Before Peak Season

Natori transitioned to Shopify in October 2024, immediately ahead of the holiday trading period. The timing introduced significant risk, as budgets were deliberately reduced during migration to control costs. This presented a challenge of maintaining profitability and efficiency while ensuring acquisition momentum was not lost at the most critical point in the retail calendar.

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SOLUTION

Overdose. adapted the paid search strategy to safeguard stability during migration. Branded campaigns were prioritized for efficiency and ROI, while a lean but consistent presence in generic and top-of-funnel campaigns ensured that growth pipelines were not paused. Campaign pacing, budget allocation, and SKU-level performance were monitored closely throughout the transition. This careful approach allowed Natori to remain profitable and stable during migration while entering the holiday season with a solid foundation for renewed growth.

Challenge 03

SKU-Level Profitability Management

With a diverse catalog across lingerie, sleepwear, and apparel, Natori faced inefficiencies in budget distribution. Spend was being absorbed by SKUs that generated little to no return, while high-performing and high-margin products were not receiving adequate investment. This imbalance hindered overall account profitability and diluted campaign effectiveness.

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SOLUTION

Overdose. introduced a SKU-level profitability framework, segmenting products into performance tiers to guide spend allocation. Budgets were redistributed to focus on high-converting SKUs, while low-performing products were suppressed from active campaigns. Product feeds were continuously optimized to align visibility with profitability, ensuring campaigns delivered both scale and return. This framework created a margin-focused structure that maximized profitability across the catalog.

Challenge 04

Balancing Acquisition with Efficiency

Natori’s reliance on branded campaigns initially provided efficiency but limited opportunities for new customer growth. Expanding reach into non-branded and category-level search was necessary to build acquisition without compromising profitability. This balancing act is particularly complex in luxury retail, where maintaining brand value and ROI is essential.

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SOLUTION

Overdose. expanded non-branded and category-level campaigns to reach new audiences while carefully preserving branded efficiency. Performance Max and Search testing were used to identify scalable acquisition levers without eroding return on ad spend. The outcome was a 7.5 percent increase in new users year-over-year, alongside a sustained 4.47x ROAS, demonstrating that profitability and acquisition could grow together.

Challenge 05
SOLUTION
Challenge 06
SOLUTION
overdose digital
overdose digital

Budget Distribution

  • Reduced branded search allocation from 43% → 20% of total spend.
  • Shifted focus to Performance Max (50%) and generic/category-level search (30%).

Bidding & Profitability

  • Implemented SKU-level profitability analysis.
  • Grouped products into profitability buckets, allocating spend to top-performing SKUs while excluding products with high clicks but low or no conversions.
  • Investigated underperforming landing pages tied to wasted ad spend.

Campaign Optimisation

  • Shifted Dynamic Search Ads into their best-practice role as a catch-all for long-tail queries.
  • Expanded generic search keyword coverage, previously under-invested at just 6% of budget.
  • Maintained strong Performance Max Shopping presence (68% impression share) while building balance with Search to improve visibility.

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The transition to Shopify in October 2024 occurred just ahead of peak season, creating both technical and strategic challenges. During the migration period, budgets were intentionally reduced to mitigate risk, while campaign focus shifted primarily to high-ROI branded search. The delicate balance was ensuring the brand remained profitable during a volatile period without losing momentum on the original goal of driving new customer acquisition.

Solution:

We adapted the paid search strategy to protect profitability while still keeping acquisition in play. This involved:

  • Prioritizing branded campaigns for efficiency and immediate ROI during the transition.
  • Maintaining a lean but active presence in generic and top-of-funnel campaigns to ensure pipeline growth wasn’t entirely paused.
  • Closely monitoring campaign pacing, budget allocation, and SKU-level performance to safeguard against volatility during the website migration.

This approach ensured Natori entered peak season with a stable, profitable paid search structure, while laying the groundwork for scaling acquisition efforts post-launch.

CLIENT
LoVE

United States
Auckland
Sydney
Brisbane
Melbourne