Fashion and apparel marketing that counts the returns
For fashion brands, the hard part comes after the order: sizes, returns and COD. We scale on ROAS and on the margin left once returns are in.
India apparel market$88B (2025)
Sold onlineAbout 42%
COD return rate25 to 40%
Peak seasonOct to Feb
Industry insight: Apparel RTO averages 25 to 40%; ethnic wear runs 30 to 45%.
This page was updated in October 2026 and reviewed by our senior marketing team. Sources: IMARC and Ken Research apparel market reports (2025); Base COD return rates by category (2026).
What slows fashion and apparel brands down
Returns eat the margin
Size and fit returns run 20 to 30% in apparel. Platform ROAS never sees them.
Drops sell out, ads keep spending
Ad sets keep pushing sizes that are out of stock.
Myntra and your website compete
Two teams, two reports, one budget.
Why ads alone won't work for fashion and apparel
Most fashion brands we look at aren't losing money inside the ad account. They lose it a few weeks later, when a third of COD orders come back on size or colour. A campaign can look profitable in week two and be in the red by week six. So we start with fit notes, COD rules and repeat buying, and only then touch the bids.
Ad
Campaigns are scaled on platform ROAS, which counts every order, including the ones coming back.
We report ROAS after returns for each campaign, so budget follows the orders people keep.
Fixed by tracking and measurementProduct page
Size charts that do not match the brand's own fit, so shoppers order two sizes.
We add fit notes and model measurements to the top 20 products and test them one at a time.
Fixed by website conversionDelivery
COD orders from high-RTO pin codes are shipped without a check.
We confirm orders on WhatsApp before dispatch and offer prepaid incentives where RTO is highest.
Fixed by retention marketingRepeat
New collections go to everyone at the same time, with the same discount.
We send new drops to past buyers of that category first, before any paid push.
Fixed by retention marketingAgency vs in-house vs Mobile First, in fashion and apparel
| Typical agency | In-house team | Your growth teamMobile First | |
|---|---|---|---|
| Who runs your account | A senior at the pitch, a junior after it | One person, usually strongest on one or two channels | A senior marketer with five ad accounts at most |
| What you see each week | Platform ROAS, CTR and spend | Whatever the ad dashboards show | ROAS next to contribution margin, by channel |
| In fashion and apparel | Report ROAS before returns, run Myntra separately | One person can't cover Meta and Myntra daily | Margin after returns, Myntra and website in one report |
When fashion and apparel sells
Plan stock, creative and budget for fashion and apparel around these months.
- JanPeak
- FebBusy
- MarBusy
- AprBusy
- MayNormal
- JunBusy
- JulBusy
- AugNormal
- SepBusy
- OctPeak
- NovPeak
- DecPeak
Demand peaks during the end-of-season sales in January and July, at Diwali in October and November, and through the wedding season from November to February.
Where fashion and apparel brands sell, and what each channel does
- 1Meta ads
Meta drives discovery, with catalogue ads and creator videos for new collections.
- 2Myntra ads
Myntra brings category search and sale events, and we judge it on margin after commission.
- 3Google ads
Google Shopping and brand search reach shoppers who already know you.
- 4Amazon ads
Amazon sells basics and repeat styles, where shoppers compare prices.
What we run for fashion and apparel brands
- Meta and Google scaled on margin after returns
- Myntra, Amazon and Flipkart ads in the same report
- Creator try-on videos every week
- Size guidance and prepaid offers that cut returns and RTO
Creative angles that work in fashion and apparel
Hooks we brief to fashion and apparel creators. Every claim is checked before it runs, and every video is scored on margin.
Angle 1
Fit on real bodies
"I'm 5'3 and a size M. Here is how the kurta sits."
Angle 2
Fabric up close
"Pure cotton, 140 GSM. Watch it after five washes."
Angle 3
Occasion edit
"Three looks for a sangeet, under ₹3,000 each."
The first three things we check in a fashion and apparel account
We check these in the free growth audit, and each one comes with the number we aim for.
Return rate by size and SKU
A handful of products usually drive most returns. Fixing them lifts margin on every order.
What we aim forUnder 15% on prepaid orders
Margin after returns by campaign
It shows which campaigns sell clothes that people keep.
What we aim forPositive on every scaled campaign
COD share by pin code
COD orders return at about twice the prepaid rate.
What we aim forPrepaid above 50% of orders
No creatives? 500 products? We can still scale.
We grow from your product feed: Meta catalogue ads, Google Shopping and Performance Max, marketplace sponsored products, and carousels built from your product images.
What we need from you
- Product titles
- Size, colour and material
- Several images per product
- Price and stock
- Margin per product
- Category
Worked example
Worked examples, built from patterns our team sees in each category. Client results are published only with each brand's written approval.
Is my ROAS making money?
You get the answer here for free. The full breakdown comes after a short form.
Is my ROAS making money?
YES
Full breakdown
Three fixes for your numbers
- Cut ad sets below break-even ROAS this week
- Move COD-heavy pin codes to prepaid offers
- Report ROAS after returns, not before
See the full breakdownThe numbers behind your answer and three fixes, also sent to your WhatsApp.
Fashion and apparel: questions brands ask
How do you run Myntra ads for fashion brands?
Alongside Meta and Google, in one report. We promote Style IDs with healthy size availability, cut bids on broken sizes, and plan EORS and Big Fashion Festival budgets weeks ahead. Myntra and website sales are compared on margin after commission and returns.
How do you reduce size returns in apparel?
Size guidance on the top products, fit notes in ads, and margin tracked by size so spend moves away from sizes that keep coming back. Apparel RTO averages 25 to 40%, so this often matters more than the ad itself.
Do you help with drop launches?
Yes. Teasers to warm audiences, a launch-day budget plan, creator try-on videos, and stock-aware pausing so ads stop when sizes sell out.
Should a fashion brand sell on Myntra or its own website first?
In most cases, a fashion brand needs both. Myntra brings category search and sale-event traffic; your website keeps the margin and the customer data. We compare them on margin after commission and returns in the same report, then shift budget each month.
How do you cut returns without hurting conversion?
We start with the products that drive most returns, add fit notes and real measurements, and test each change on conversion rate and return rate together. A size chart that cuts returns but kills orders is not a win.
Which channels work best for fashion brands?
Meta drives discovery, Myntra brings category search and sale events, Google Shopping catches people who already know you, and Amazon sells basics and repeat styles.
How do you handle COD in fashion?
We confirm COD orders on WhatsApp before dispatch and offer prepaid incentives in the pin codes with the highest RTO.
When should a fashion brand spend most?
Fashion sells most around the end-of-season sales in January and July, at Diwali, and through the wedding season from November to February.
Do you make ethnic wear creative?
Yes. Our creators make videos in English, Hindi and regional languages, including occasion and wedding edits.
What do you check first in a fashion account?
We check return rate by size and product, margin after returns by campaign, and COD share by pin code.
60 seconds
Are we a great fit?
Five questions, no email needed. You get an honest answer on screen.
Great fit
Your answers match the brands we help most.
Book 30 minutes and we will read your accounts before the call.
Book a callGood fit
A 30-minute call will show where your profit is leaking.
You keep the findings either way.
Book a callNot yet
A full team may be more than you need right now.
Our free tools will show you where your money goes today. When you cross ₹5 lakh a month, come back and we will read your accounts. If you would like advice before then, we are happy to talk.
Grow your fashion and apparel brand on profit
Tell us about your brand. We read your accounts before the call, so it is about your numbers.
- Free growth audit, yours to keep
- ROAS and profit read for every channel
- WhatsApp reply within one working day