Represent: Growing a British Fashion Brand in the US Ecommerce Market
Represent is a British luxury fashion label founded in 2011 by brothers George and Michael Heaton. Known for its focus on quality, cultural relevance, and a strong digital-first approach, the brand has continued to expand its ecommerce footprint internationally, with the US representing an important growth market.
As Represent increased its paid media investment in the US, the team needed to move beyond platform attribution to understand which channels were truly driving incremental ecommerce sales, new customer acquisition, and long-term revenue impact.
To gain this clarity, Represent partnered with Sellforte and deployed Marketing Mix Modeling (MMM) focused on US ecommerce paid media performance.
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Measuring True Incrementality with MMM
Sellforte’s MMM enabled Represent to evaluate all paid media channels on a like-for-like basis, breaking down incremental ecommerce sales by:
- New vs. returning customers
- Short-term vs. long-term sales impact
- All funnel stages vs. bottom-of-funnel campaigns only
This holistic approach made it possible to quantify the true business impact of each channel beyond click-based attribution.
TikTok the #1 driver of new customer acquisition in US
Sellforte’s analysis showed that 66% of TikTok’s incremental US ecommerce sales came from new customers, the highest share among all paid media channels.
This highlights TikTok’s ability to introduce Represent to new audiences in the US and convert that demand into measurable, incremental revenue — a critical advantage when expanding in a competitive ecommerce market.
TikTok drives long-term revenue growth
TikTok also delivered a 25% higher share of long-term incremental ecommerce sales than the next best channel, showing its ability to generate lasting impact beyond immediate conversions.
This demonstrates that TikTok’s impact extends well beyond immediate conversions, contributing to sustained revenue over time and supporting more durable, long-term ecommerce growth in the US.
TikTok performs across the full funnel
Even when isolating bottom-of-funnel campaigns only, TikTok remained the top channel for acquiring new customers, confirming its effectiveness throughout the entire funnel.
“Sellforte gave us clarity on where to allocate investments by quantifying TikTok’s true impact on our US ecommerce growth.”
Joe Seabridge
Paid Media Manager @ Represent