The Brand

Outcast is a fashion brand shaped around how the next generation lives, travels, and shops, keeping their focus on the customer—delivering trend-forward pieces that match their lifestyle and energy. They focus on building emotional connection, not just transactions. Outcast was established to empower a socially engaged, modern woman to live boldly and authentically — fully embracing every part of who she is.

Celebrating a decade of success, Outcast began as an online-only brand and has since cultivated a devoted community of fashion-forward enthusiasts. Today, they operate two Shopify environments—one tailored to the US and another serving Australia and the UK—ensuring their bold, trendsetting designs captivate audiences across the globe.

The Challenges

The Outcast team faced challenges with recurring feed issues that often took days to resolve, disrupting their business operations. Frustrated by the setbacks, they sought a proactive partner who could provide strategic insights, innovative solutions, and drive their business to new heights.

The Solution

As an existing Athos Commerce  customer, utilizing their leading Searchspring Generative Discovery on-site search and merchandising capabilities, Outcast met with the Athos Commerce  team to learn more about their Intelligent Reach solutions, and made the decision to make the switch.

With peak season fast approaching, the ecommerce team was initially hesitant about switching to a new provider for their feed and marketplace management. However, the Athos Commerce  team’s clear expertise and frequent communication throughout the process quickly instilled confidence, making the transition much smoother. Outcast was impressed with the effortless onboarding and seamless integration of the IR Feeds Module and Data Connector.

The Feeds Module empowered Outcast to streamline operations and maximize product visibility. The team optimized data for multiple channels, ensuring items reached more potential customers across marketplaces, social platforms, and ads. Customizable feed management tailored product listings for each platform, improving search relevance and click-through rates. Automation saved time by keeping stock, pricing, and descriptions up-to-date without manual effort. With unlimited feed scalability, Outcast easily expanded into new markets. The result? More targeted marketing campaigns, higher conversion rates, and improved ROI.

The Data Connector module helped Outcast manage zombie SKUs by providing detailed performance analytics to identify underperforming products. By centralizing data, it optimized product feeds to highlight high-performing SKUs while improving the visibility of weaker ones. Accurate data prevented outdated products from cluttering campaigns, ensuring a seamless customer experience. Actionable insights enabled strategic decisions, such as refining images, descriptions, or pricing to reposition zombie SKUs or removing them entirely. This targeted approach boosted ROI by directing ad spend toward the most profitable products.

The Results

Outcast Clothing AU

Outcast AU delivered exceptional performance in the December-January timeframe, largely driven by the strategic use of the Intelligent Reach platform and Searchspring. By leveraging Intelligent Reach, the business optimized its data and ensured the most relevant and high-performing products were prioritized in campaigns. The IR Google AdWords Data Connector enabled precise segmentation, allowing for the exclusion of low-performing and invisible products. The strategy focused around limiting the number of products served in campaigns, thereby allowing a greater portion of the ad budget to be allocated to key high-performing products. 

From December 1, 2024 to January 31, 2025—compared to the same period in 2023/24—Outcast AU achieved a 77.09% reduction in ad spend and a 72.23% decrease in impressions. Despite these cuts, the business saw a 24.79% increase in revenue and a 21.97% rise in conversions. 

These results highlight the effective synergy between Athos Commerce’s Intelligent Reach and Searchspring solutions driving high-quality traffic to the website, as well as enhancing  on-site engagement and boosting the average order value (AOV). This combination enabled the business to significantly lower ad spend while generating higher returns.

Outcast Clothing US

Following the integration of the Athos Commerce Intelligent Reach solution and applying the strategies presented by the Managed Services team, Outcast US experienced significant improvements across key performance metrics, showcasing a notable uplift in both overall campaign effectiveness and specific initiatives. The data below outlines l a comparison of performance from December 1, 2024 through January 31, 2025 to the previous year. It also includes the launch of the new “zombie campaign” to boost the visibility of underperforming and invisible products.

Zombie Campaign (Dec 1, 2024 – Jan 31, 2025)

Feeds switched over immediately and a zombie campaign was launched. This saw immediate results in putting some of the older products in the spotlight, whereas previously it would take a while to get Google campaigns off the ground.

This new campaign, designed around zombie SKUs and leveraging the IR Labels Manager and Google AdWords Data Connector, achieved impressive results, including:

• Impressions: 1,467,024
• Clicks: 27,774
• Revenue: $126,003.71
• Conversions: 664

The success of the zombie campaign demonstrates the potential of utilizing the Intelligent Reach platform and the IR Google AdWords Data Connector to tap into previously underperforming and invisible products, yielding significant returns.

The integration of Intelligent Reach has driven substantial growth for Outcast US across various metrics. The sharp increases in impressions, clicks, revenue, and conversions, particularly outside BFCM and in the new zombie campaign, highlight the effectiveness of the IR platform and its modules in optimizing campaign performance. These results demonstrate the power of data-driven decision-making and targeted strategies to enhance brand visibility, consumer engagement and, ultimately, profitability.

Product Optimization Experiment – Outcast US

In February 2025, the Athos Commerce team launched a product optimization experiment focusing on injecting keywords related toFestivals into the product type attribute for Outcast US. The goal was to complement a new campaign Outcast was running to highlight products in their new festival collection.

The test group showed a clear uplift, with impressions increasing by 41.67%, boosting clicks by 39.83%, and improving revenue by 51.6% compared to the control group. Additionally, their conversion rate increased by almost 10% and return on ad spend (ROAS) improved by nearly 4% when comparing the test group results with the control group.

After just 21 days of the experiment running, Outcast US ended the experiment early and applied this as a fixed rule due to the clear uplift demonstrated so quickly.

Next Steps

Next up on the Intelligent Reach platform is taking Outcast’s product feeds to the next level. They’ll be switching to Labels for smarter campaign segmentation, fine-tuning product type optimization, and running further A/B tests on titles, product types, and images to maximize conversions. Plus, they’ll supercharge their feeds by adding key attributes like product details, highlights, and lifestyle images. To take it even further, Outcast will implement advanced labels based on conversion metrics to drive even smarter, more profitable campaigns.