My Little Wardrobe

My Little Wardrobe began how all good things begin, when the founder can’t seem to find what they need! Sofia just couldn’t seem to find that one-stop-shop that offered great pricing and selection for her little one. So, while on maternity leave, she pulled up her sleeves and began sourcing what comprises the first few collections of this wonderful brand.

After working with smaller Australian brands, Sofia set her sights on international designers and expanded her collection to include everything you could ever need for your little one! Keeping style and comfort as the pillars of her collection, Sofia managed to build a brand that has grown to be an instant classic. 

One of the main challenges we were staring down the barrel was the fact that My Little Wardrobe was competing with a lot of larger retailers. Since they are a boutique brand, they were struggling to compete with the cheaper options from bigger competitors and multinational brands.  

Another challenge that presented itself was a faulty migration that had been conducted before we jumped on. This migration combined the back-ends of the client’s four different international websites into one. This caused issues around Paid Ads, causing Google Merchant Centre to draw products only from the Australian stocklist instead of the international list. It also caused issues around duplication of content on the website, leading to gaping SEO issues. 

In addition to these issues, seasonality of products was also something to consider when planning campaigns for this client.

With the challenges piling up, our team identified that the best way to begin addressing the issue was to focus on a content-led SEO strategy while ensuring that GA4 was linked to the relevant products and website to track seasonal data.  

Reform Digital’s SEO specialists relished the opportunity to create another cracker of a strategy for this boutique brand. By diving into the nitty gritties of the website, they were able to ensure that My Little Wardrobe was back on track in no time! 

The first thing we did for My Little Wardrobe was to get our copywriting team started on updating decaying content by implementing schema and adding relevant keywords.

Our Paid Ads strategy went hand in hand with SEO. We tested out and added collections to ensure products were properly segmented into relevant seasonal categories. This gave us time to learn from ad performance and gain more control over the budget and audience sedimentation, ensuring we reached the right buyers.

The cherry on top was creating superior quality content that met Google’s E-E-A-T standards and targeted seasonal keywords related to clothing. The cornerstone of our content was to create pieces that were actually helpful and UX-friendly.