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Foot Locker Middle East campaign background

Udd

Case study

Taking Indian ethnic wear from national presence to global recognition with Messold

3X

increase in sales

6

ROAS of almost 6 across campaigns

Higher

Higher customer retention and repeat purchases

Expanded

Expanded successfully into US & UK markets

The story

Udd is an Indian ethnic wear brand

Founded by designer and entrepreneur Yuti Edwards, Udd is an Indian ethnic wear brand that breathes life into the vibrant tapestry of India’s folk art. Inspired by the kaleidoscope of rural India’s traditions, Udd creates designs that celebrate Kalamkari, Rabari, Mughal, and other heritage art forms, bringing them into the wardrobes of modern, free-spirited women around the world. Udd is more than a fashion label — it’s a platform for artisans. Rural, tribal, and urban craftspeople translate centuries-old techniques into wearable art, making each garment a piece of India’s cultural soul. The brand embodies slow fashion, sustainability, and a deep respect for craftsmanship. By 2021, Udd had achieved recognition in India but struggled to break into the international market. While the quality and originality of its products were undeniable, the brand’s digital presence wasn’t delivering the results it needed. The website suffered from high bounce rates, low conversion rates, and an audience pool that was too small to support ambitious global growth.

Foot Locker Middle East case study

The goal

Udd approached Messold with a clear vision: transform from a national brand into a global player. The objectives included:

  • Website redesign: Create a visually striking, efficient, and conversion-focused ecommerce platform.
  • Audience understanding:Conduct deep analysis to identify customer segments, buying behaviour, and content gaps.
  • Conversion rate optimisation: Reduce bounce rates and encourage visitors to become customers.
  • Retargeting: Re-engage visitors who had interacted with the brand but had not completed a purchase.
  • International expansion: Build a loyal global customer base, starting with strategic focus on the US and UK markets.

Case study quote

“Messold took our brand from national to international in a short span of time! Their strategies, persistence, and creativity were instrumental in our success. We love our partnership with them.”

— Yuti Edwards

Founder, Udd

The challenge

When Messold began working with Udd, the brand faced several pressing challenges:

  • High bounce rates: Visitors were leaving the site before exploring the product catalogue.
  • Low conversion rates: A small percentage of visitors were making purchases.
  • Product pricing: The brand needed to communicate the value behind its premium pricing.
  • Limited data insights: There was no clear understanding of who the most valuable customers were or how to reach them.
  • No global presence: International audiences were unaware of Udd’s unique value proposition.
    • These challenges were interconnected — without fixing website performance and audience targeting, scaling to new markets would be difficult.

The Solution

Messold crafted a multi-phase strategy to address these challenges and achieve Udd’s goals.

1. Website redesign and optimisation

A complete overhaul of Udd’s website ensured it reflected the brand’s premium positioning. This included:

  • A clean, modern design that showcased product artistry.
  • Faster load times and mobile responsiveness.
  • Simplified navigation to guide customers seamlessly from browsing to checkout.
  • Strategic placement of trust signals, reviews, and storytelling elements.

2. Audience research and segmentation

Messold conducted an in-depth analysis of Udd’s existing customer base and site visitors. Using analytics, purchase history, and behaviour tracking, we identified:

  • Core audience demographics.
  • High-intent customer segments.
  • Best-performing product categories for different regions.
This data became the foundation for targeted campaigns.

3. Conversion-focused campaigns

A mix of automated and manual campaigns was deployed:

  • Awareness campaigns to introduce Udd to new audiences.
  • Traffic campaigns to drive qualified visitors to the site.
  • Sales campaigns optimised for purchases.
Creative assets highlighted the artistry and heritage behind each piece, blending lifestyle photography with close-up shots of craftsmanship.

4. Retargeting and remarketing

Retargeting ads re-engaged visitors who had browsed products but left without purchasing. These campaigns used dynamic creatives to show relevant products based on browsing history.

5. International expansion strategy

With domestic campaigns delivering consistent ROAS, we launched dedicated US and UK websites. Campaigns were localised for these markets, featuring:

  • Time-zone aligned ad scheduling.
  • Creative tailored to cultural aesthetics and seasonal demand.
  • Region-specific shipping and pricing transparency.

Audience targeting and Advantage+ placements visuals
Why it worked

Several factors drove Udd’s success with Messold:

  • A strong brand story rooted in authenticity and craftsmanship.
  • Data-driven decision making at every stage.
  • Seamless integration of creative excellence and performance marketing.
  • Incremental scaling — mastering the domestic market before expanding internationally.

Foot Locker Middle East results overview
The results

Year 1 (Domestic Growth Phase)

  • 3x increase in sales within the first 12 months.
  • Lower bounce rates through improved site design and user experience.
  • Increased conversion rates from targeted campaigns and retargeting strategies.

FY 2022–2023 (Scaling Phase)

  • ROAS close to 6 across campaigns.
  • Higher customer retention through remarketing and personalised engagement.
  • Established customer identity enabling better targeting and messaging.

Post-International Launch (Global Expansion Phase)

  • Significant surge in international customers.
  • Successful penetration into US and UK markets.
  • Strengthened brand recognition in the global ethnic wear category.

Products used

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