Sold out in nine days.
Lumen’s autumn drop went live on a Thursday and the last coat sold the following Friday, at full price, on £420k of Meta and TikTok.
9 days
to sell out the autumn drop
- Channels
- Meta, TikTok
- Media
- £420k
- Return
- 2.3× → 5.1×
Sell the whole autumn drop at full price.
Lumen makes outerwear in small runs from a studio in Hackney. The spring drop had taken thirty-one days to clear and the last third went out at 30% off, which wiped out most of the margin on the collection.
For autumn the brief was blunt: sell through in under three weeks, no markdown, and stop paying for reach that never turned into baskets.
- Client since
- 2023
- Media
- £420k
- Markets
- UK, Ireland
- Upwell team
- Seven
Three moves.
What we changed, in the order we changed it.
Weeks 1–3
Forty variants before launch day
One two-day shoot at our studio, built around a single coat. We cut it forty ways across six hooks: the walk, the fabric up close, the stylist’s three outfits, the fit on different heights, the price, and the silence of a cold morning.
40 variants · 6 hooks
Days 1–3
Let the first 72 hours pick the four
Launch budget went across all forty in equal, cheap slices. By the third morning four variants were holding attention past three seconds and turning it into baskets. They took the money; the other thirty-six were paused.
4 variants took 71% of spend
Days 4–9
Spend that followed the stock
Budgets moved every morning against live stock by size. When a colour sold out, its ads stopped within the hour and the money went to what was still on the rail, so nobody clicked through to a sold-out page.
Last size sold on day nine
The ads that carried it.
Four of the forty. Hook rate is the share of viewers still watching at three seconds.
01 / 04TikTok · 9:16
“Three ways to wear one coat”
Before and after.
Spring 2025 drop against autumn 2025 drop. Return measured in Lumen’s Shopify data, not the ad platforms.
Return on ad spendHigher is better
+122%
Days to sell through the dropLower is better
−71%
Share of orders from new customersHigher is better
+16 pts
Our last agency sent us reports. Upwell sends us winners. We now launch every drop with forty variants and know by day three which four will carry it.
Who made it.
Upwell
- Client lead
- Paid social lead
- TikTok buyer
- Creative director
- Producer
- Two editors
- Data analyst
With Lumen Studio
- Amara Osei, Growth Director
- Lumen design and merchandising team
- Styling by the Lumen studio
