- Attribute maintenance and troubleshooting
- Optimization of the OTTO series
- structured product features
Case Study
HIMALAYA: From zero to a relevant brand on OTTO
What happens when sustainable fashion meets a precise marketplace strategy?
HIMALAYA started from scratch on OTTO—and within a few months became visible, relevant, and a strong seller. This case study shows how data, content, and advertising must work together in the fashion sector for a brand to really succeed on OTTO.
HIMALAYA stands for high-quality, sustainable fashion made from natural materials—produced responsibly and transparently throughout the entire supply chain. A brand that consistently combines fairness, quality, and timeless design.
The goal:
To tap into another sales channel with the OTTO marketplace and increase brand awareness. To win new target groups beyond the regular customer base in the online shop.
The starting point:
The OTTO account already existed, but was used exclusively to handle another brand. For the HIMALAYA brand, this meant starting from scratch. No visibility, no organic relevance, no historical data, a completely new brand for OTTO customers. At the same time, the marketplace was a strategic fit:
OTTO reaches a target group that is looking for sustainable, fair fashion – exactly what HIMALAYA stands for.
The challenge:
The launch of a new fashion brand on OTTO brings with it typical challenges:
- Assortment changes & seasonality (collection logic)
- lack of brand awareness
- Data structure problems (size variants, series, attributes)
- Fluctuating availability
- Competition with established fashion labels
Building visibility requires more than just advertising.
It requires knowledge of the fashion industry, platform mechanics, and data quality.
Our approach:
We built the launch holistically from the outset—content, data, and advertising as an interconnected system.
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- New titles & bullet points
- Keyword and category logic adapted to OTTO
- Conversion-optimized descriptions
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- Establishing a clear campaign setup
- Continuous bid and budget management
- Action planning & performance monitoring
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- Detailed data analysis in our BI system
- Adjustment to availability
- Testing new series & products
- Scaling of top sellers vs. long tail balance
Developments in the first year:
The BI data shows a clear, clean trend throughout the year.
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From just over 1 million to a steady 3–3.8 million per month from early summer onwards.
→ The brand became visible and relevant in the OTTO universe.
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From less than 4,000 to over 11,000 per month.
→ Users want to see HIMALAYA products.
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Values remained consistently low—even though traffic increased significantly.
→ This indicates a very good data/relevance fit.
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Constant >2%, with peaks of 2.8% in seasonally appropriate months.
→ Strong product-marketplace fit (sustainable fashion + OTTO target group).
The result after 12 months
HIMALAYA is now on OTTO:
Visible, relevant, scalable, and with a stable fashion presence on OTTO that will continue to grow. The next lever lies in expanding the product range—and HIMALAYA now has the foundation to build OTTO into a strong sales channel in the long term. HIMALAYA shows what happens when fashion expertise, clean data, and a clear advertising strategy work together : genuine visibility, relevance – and a brand that can continue to grow on OTTO.