Urban Star Jeans
BACKGROUND
Urban Star Jeans, a value-driven denim brand known for comfort, durability, and affordability, had a strong foothold in retail but was facing challenges on E-Commerce. Despite healthy sales volume, the brand was struggling with low margins and redundant listings from many resellers creating duplicate listings for the same products.
RANGPRIMES’ STRATEGIC APPROACH
- Listing Optimization & Variation Structuring
Urban Star had dozens of ungrouped ASINs that were cluttering search results and creating shopper confusion. RangPrimes executed a full catalog restructure by:
- Creating variations to consolidate SKUs so that shoppers could easily click between different color and size options on the same listing
- Enhancing content with keyword-optimized titles, bullet points, and A+ Content
- Improving visuals with lifestyle imagery and size charts
- Enrolled in E-Commerce Transparency Program
To combat widespread unauthorized resellers and protect product authenticity, we enrolled the brand to E-Commerce Transparency.
- Each unit now includes a Transparency code, allowing E-Commerce to verify authenticity before shipping
- Unauthorized resellers were systematically removed from the listings
- Brand regained full control of Buy Box and customer experience
- Gradual Retail Price Increases
With a cleaner catalog and greater brand control, we implemented a pricing strategy designed to:
- Monitor elasticity by testing different price points
- Gradually increase MSRP without hurting conversion
- Communicate enhanced value through improved branding and messaging
Results within 9 Months
25% increase in profit margins
95% reduction in unauthorized sellers
Improved conversion and ranking from optimized listings
Higher ASP with sustained sales volume
Conclusion
Through catalog optimization, enrollment into E-Commerce Transparency, and data-driven pricing tactics, RangPrimes helped Urban Star Jeans evolve from a margin-challenged seller to a highly profitable, brand-controlled operation. The changes not only boosted short-term revenue but set the stage for long-term success in the competitive apparel category.
