The co-founders of Australian womenswear business Sabo Skirt and its fairly new subsidiary label Zaco have reported a significant shift from paid search to paid social, including influencer gifting, since the standalone brand was launched in November 2022.
There has also been a stronger focus on targeting key northern hemisphere locations, with co-founders Thessy Batsinilas and Yiota Kouzoukas adding that they’ve increased the frequency of collection drops following its initial success.
“The Zaco brand was launched in November 2022 and is sold through Sabo's online store directly to consumers,” the co-founders said. “Initially, marketing focused primarily on organic social channels and some paid social and search advertising.
“Since its inception, Zaco has maintained a strong organic presence on Instagram while expanding to TikTok.”
In the past 6 months, the founders opened their homes and headquarters to a select few creators to celebrate the launching of its Spring/Summer and Autumn/Winter 2024 collections. Search queries for Zaco tripled on Google post-event, according to the founders, and the media expense ratio across all paid channels more than doubled.
“TikTok contributed to a 100 per cent sell-through on SKUs within a day,” the pair said. “Looking ahead, the next seasonal drop is planned for August 2024, with substantial influencer collaborations on the horizon.”
Zaco’s growth can be attributed to the already established customer base at Sabo Skirt, which is around 1.7 million followers.
During launch week, Zaco saw a 529 per cent increase in traffic week-on-week, and popularity skyrocketed when UK-based fashion and style TikToker, Yasmin Devonport, featured the brand across several posts; organically generating a combined reach of 4.1 million viewers according to the founders.
“We’re dedicated to ensuring each collection embodies the perfect blend of feminine styles and timeless elegance,” Batsinilas said. “The response we’ve received is truly humbling and motivates us to continue pushing creative boundaries.”
Sabo sells across all categories in womenswear, with price points ranging from around $70-$200.