Turning a Seasonal Product into a Year-Round Bestseller — How a Loungewear Brand Achieved Steady Growth through Content Strategy

Client Background

Industry: Home Textiles (Loungewear & Sleepwear)
Profile: A high-end loungewear manufacturer based in Suzhou, specializing in silk and premium cotton fabrics.

Client Goals

  • Overcome strong seasonality in sales and achieve stable year-round revenue.
  • Establish a distinctive premium brand positioning in the competitive apparel category to avoid price wars.
  • Enhance customer loyalty and repeat purchase rates, maximizing lifetime customer value.

Key Challenges

  • Sales heavily relied on winter, with summer sales accounting for less than 10% of annual revenue, creating unstable cash flow.
  • High return rates and severe product homogeneity in the apparel market made it difficult to maintain brand premium.
  • Rising customer acquisition costs and low reactivation efficiency of existing customers limited growth potential.

Agency Strategy

Content-Driven Growth: Built a “home lifestyle” content framework through brand storytelling and educational content about fabric, comfort, and craftsmanship to strengthen emotional connection with consumers.
Product Line Expansion: Developed lightweight and air-conditioned room collections suitable for all seasons, reducing seasonal dependency.
Differentiated Positioning: Focused on “sustainable eco-friendly fabrics” and “designer collaboration collections” to build a refined, premium brand image.
Membership System Development: Implemented the Subscribe & Save model to cultivate repeat purchasing habits and increase customer lifetime value.

Key Results

✅ Achieved stable year-round sales, with summer sales rising from 10% to 35% of annual total.
✅ Average order value reached 1.8× the industry benchmark; premium product lines gained strong traction.
✅ Repeat purchase rate increased to 40%, significantly improving customer retention.
✅ Annual sales exceeded $12 million, making the brand one of the fastest-growing loungewear sellers on Amazon.

“The 1981 team helped us define a clear brand differentiation strategy. Our products now resonate with high-end consumers across Europe and the U.S.”
— Brand Founder

Core Takeaways

1. Content Creates Demand: Educational and lifestyle-oriented content can activate off-season demand and smooth revenue fluctuations.
2. Visualizing Value Proposition: Tangible proof of abstract values—like sustainability and designer collaborations—supports brand premium and builds trust.
3. Customer Asset Management: In a post-traffic-dividend era, nurturing long-term customer relationships through subscription and membership programs ensures sustainable, cost-efficient growth.