Brutalist E-Commerce: +45.5% Revenue at NMI Fashion
How we built a full-stack digital marketing engine for a premium fashion distributor and drove consistent double-digit growth.
Founder & Creative Director
NMI Fashion distributes premium footwear and apparel brands including Sempre Di, Brando, Beau Coops, Aspesi, and Giorgio Armani across Australia. When they came to Ipanema Media, they had a Shopify store, no paid media strategy, and fragmented email marketing. Within 12 months, year-on-year revenue was up 45.5%.
The Full-Stack Approach
Most agencies specialise in one channel. We built and managed the entire engine simultaneously because the channels compound each other:
- Meta Ads: Prospecting and retargeting with brutalist creative (high contrast, product-first, minimal copy)
- Google Ads: Shopping campaigns + branded search defence
- TikTok: Trend-jacking with product placements, not traditional ads
- Klaviyo: 12 automated email flows (welcome, abandoned cart, post-purchase, VIP, win-back)
- Shopify: Conversion rate optimisation, product page redesign, checkout flow
- THE ICONIC: Marketplace integration for wholesale distribution
Why Brutalist Creative Outperformed
Our brutalist web design philosophy extended to ad creative. While competitors were running lifestyle shoots with soft lighting and aspirational copy, we ran high-contrast product shots with direct pricing and one-line copy. The creative felt confident, not desperate.
According to Meta's Creative Best Practices report (2024), ads that clearly show the product in the first frame achieve 27% higher conversion rates than lifestyle-first creative. Our brutalist approach aligned with this — product first, story second.
The Numbers
- +45.5% year-on-year revenue growth
- +30% Black Friday revenue (YoY)
- +40% Boxing Day revenue (YoY)
- +10–15% AOV uplift every managed month
- 12 automated Klaviyo flows generating 38% of total email revenue
"Design for the customer who already knows what they want. And watch your conversion rate stop being polite." — Danilo Monteiro
The same commercial discipline — building systems over selling services — is the foundation of our IP licensing model. Whether it is a fan activation or an e-commerce engine, the principle is the same: build once, scale infinitely.
