Luxury Swimwear Retailer ViX Paula Hermanny Boosts Revenue and Brand Equity With Data-Driven Marketing

In retail, staying ahead requires more than just a strong brand. It demands a commitment to innovation, customer understanding and data-driven decision-making. ViX Paula Hermanny, a growing luxury swimwear brand, recently demonstrated how strategic marketing powered by data can elevate brand positioning and bring a wave of success.

With a focus on high-value customers and refining its approach to performance marketing, ViX partnered with Power Digital, a tech-enabled digital marketing agency, to optimize growth strategies and expand its market share. The collaboration resulted in significant revenue growth, an increase in high-value customers, and enhanced brand loyalty — all without relying heavily on discounting.

Diving Into Data-Driven Strategies

Recognizing that consumer behavior and market dynamics are constantly evolving, ViX took a proactive approach to refining its marketing strategy. The brand’s partnership with Power Digital was designed to drive measurable impact, aligning with a broader industry trend — 47 percent of U.S. brand and agency marketers ranked attribution and measurement as their top investment priority for 2025, according to eMarketer.

With this insight, ViX sought to enhance its marketing efficiency, optimize resource allocation, and gain deeper visibility into customer behavior and acquisition trends.

Related story: How Retailers Can Craft Impactful Campaigns to Thrive in 2025

Making Waves With Incrementality Testing

A cornerstone of ViX’s transformation was the adoption of incrementality testing and advanced measurement techniques across key digital channels, including Meta, Pinterest, Google Ads, Bing Ads, search engine optimization, and marketing content. Implementing clear performance metrics such as marketing efficiency ratio (MER) and advertising cost of sale (ACOS), ViX was able to accurately assess marketing spend efficiency and adjust its strategy in real time. This level of precision ensured that resources were allocated to the highest-performing initiatives, maximizing return on investment while reducing wasted spend.

Cultivating High-Value Customers

For luxury brands, long-term success isn’t just about acquiring customers; it’s about attracting and retaining high-value customers who engage consistently and align with the brand’s premium positioning. ViX embraced this philosophy, refining its marketing approach to increase repeat purchases, drive urgency, and minimize reliance on discounts.

The brand executed targeted re-engagement campaigns featuring:

• Best-selling products that high-value customers had previously purchased or shown interest in.
• Low-stock alerts, creating urgency and exclusivity around in-demand items.
• Top-performing ad creatives on Meta, tailored to resonate with the most engaged audience segments.

By focusing on audience segmentation and personalization, ViX strengthened its brand loyalty among luxury-oriented shoppers, reinforcing its position as a premium swimwear brand.

The Rewards of Strategic Marketing

The results of ViX’s data-driven marketing transformation were undeniable:

• 22 percent year-over-year (YoY) increase in gross e-commerce revenue;
• 25 percent YoY increase in new high-value customers; and
• stronger brand loyalty and repeat purchase behavior.

Focusing on high-value customers and leveraging advanced measurement techniques not only boosted ViX's revenue, but also enhanced its brand equity in the luxury swimwear market.

Lessons for Retailers

ViX Paula Hermanny’s success provides valuable insights for brands and retailers looking to refine their marketing approach. Here are four key takeaways:

1. Embrace data-driven decision-making. Leverage real-time data insights to optimize marketing spend and refine strategies based on actual performance.
2. Focus on high-value customers. Sustainable growth comes from prioritizing customer lifetime value (CLV) over short-term acquisition wins.
3. Utilize incrementality testing. Testing and measurement allow brands to understand the true impact of their marketing efforts and allocate resources appropriately.
4. Align marketing strategies with brand positioning. Luxury brands should avoid over-reliance on discounts and instead use urgency-driven campaigns and audience segmentation to drive conversions.

Brands that master the art of data-driven marketing will lead the industry. With the right strategy, brands can elevate their presence, increase customer loyalty, and achieve sustainable growth — without sacrificing premium positioning.

Dani Powell is group director for ViX and vice president of growth marketing, Power Digital.