← Back to All Work
Email Marketing
Moving premium without relying on discounts
Lockwood Clothing came to Forty & Co in January 2026 to establish itself as a premium brand while scaling its marketing channels. Alongside channel management, we are guiding a two-year roadmap that brings every part of the brand in line with its premium positioning.
Moving upmarket while growing revenue is a balancing act. Discounting drives short-term sales but signals a value brand, the opposite of where Lockwood wanted to be. The business also needed a return of at least 6x for its marketing to work commercially, and, like most growing brands, had limited resources to change everything at once.
We removed the standing 10% discount and largely moved away from discounting, added premium touches across the customer experience, and took on creative direction of the brand's photography. To hold the 6x target without discounts, we lean heavily on email to drive high-margin repeat sales. A phased two-year rollout lets Lockwood step up to premium at a pace its resources support.
We removed the standing 10% discount and largely moved away from discounting, added premium touches across the customer experience, and took on creative direction of the brand's photography. To hold the 6x target without discounts, we lean heavily on email to drive high-margin repeat sales. A phased two-year rollout lets Lockwood step up to premium at a pace its resources support.
Blended ROAS the business needs (target)
Average order value at full price
Margin kept per order by removing the 10% discount
Growth in monthly sales, June to September 2026
