SEO
SEO for Marlowe
A sustainable fashion brand made findable by the conscious shoppers searching for it, against far bigger, faster competitors.
Marlowe is a UK sustainable fashion brand with a considered new website and little visibility where it counts. The people who look specifically for sustainable, ethically made clothes were searching, but they were finding the marketplaces and the fast-fashion giants that outspend everyone, not the smaller brand that actually made what they wanted. Marlowe's substance was going unseen by the exact shoppers who would have valued it most.
Objective
Marlowe needed to be found by the shoppers deliberately looking for sustainable and ethical fashion, without trying to outspend brands many times its size. The goal was to build visibility for the searches those conscious buyers make, from specific pieces to the values behind them, establish the brand as a credible answer for what it actually does, and turn that visibility into customers who stay, so search became a dependable way to reach the people the brand was built for rather than a place the giants owned.
The Challenge
Marlowe's site was considered and clear, but almost no one searching found it. Fashion search is dominated by the marketplaces and fast-fashion brands that pour enormous budgets into being everywhere, and Marlowe's pages had not caught up with how conscious shoppers actually search, for materials, for values, for the specific kind of clothes it makes, and more and more by asking an AI assistant which brands to trust. So the shoppers deliberately seeking out sustainable fashion, the ones most likely to become loyal Marlowe customers, were being shown everyone but Marlowe.
Our Approach
The work built Marlowe's visibility around how conscious shoppers actually search, not the broad, expensive terms the giants win by spending. Content and product pages were built around the materials, the values, and the specific pieces those shoppers look for, so the brand surfaced for the searches a shopper who shares its outlook would actually run. Because more of those shoppers now ask AI assistants which sustainable brands to trust, the work made sure Marlowe showed up there, credibly, too. And rather than competing on budget, the brand's authority was built on the substance it truly has, so it earned ground against far bigger names.
What We Did
Built around how conscious shoppers search.
People looking for sustainable fashion do not search the way everyone else does; they search by material, by value, and by the specific kind of clothes they want to buy into. Centrix built Marlowe's content and product pages around those searches, so the brand surfaced at the moment a shopper was deliberately looking for exactly what it makes.
Earning ground the giants buy.
Marlowe could never outspend the marketplaces and fast-fashion brands that blanket fashion search, so Centrix grew its visibility on the substance it truly has rather than budget. Being a credible, specific answer for sustainable clothes, instead of chasing the broad terms the giants win by spending, is what let a smaller brand appear where it never had before.
Present when shoppers ask AI which brands to trust.
A growing number of conscious shoppers now ask an AI assistant which sustainable brands are worth buying, and those answers are turning into a real route to a sale. Centrix made sure Marlowe showed up there, credibly, so a brand doing the right thing could be found the way a growing share of shoppers now begin, not only in traditional search.
Found through the seasons and drops.
Fashion moves in seasons and collections, and demand shifts with them, so Centrix built Marlowe's visibility to move with it, capturing the searches that rise around new pieces, seasonal buying, and the moments shoppers are ready to spend. Rather than a flat, year-round presence, the brand showed up when interest in what it makes was highest.
Featured and referenced by publications that matter.
For a values-led brand, being spoken for by others carries real weight, so Centrix worked to have Marlowe featured and referenced on the credible, relevant publications and editors that conscious shoppers actually read and trust. Being named by voices shoppers already trust did two things at once: it reached the right buyers and lifted the brand's standing in search.
Sound underneath, so it earns its place.
None of the visibility would hold on a site search engines struggle with, so Centrix made Marlowe's site quick, cleanly built, and simple for search engines to parse, clear about what each page and product is. On that foundation the brand's rankings were earned rather than undercut, and the shoppers who found it landed somewhere ready to turn a search into a sale.
Outcome
The Results
Search turned into a reliable way for Marlowe to reach the conscious shoppers it was built for, giving a smaller brand a real foothold against competitors many times its size. Because the people who arrive were searching specifically for sustainable, considered clothes, they are the ones most likely to buy into the brand and stay with it, so Marlowe grows on the customers it most wants rather than on ad spend. Against the marketplaces and fast-fashion giants, it earned lasting visibility with the shoppers who value exactly what it does.
We were completely lost behind the big fast-fashion names online, even though we were making what a lot of people say they want. Since we started with Centrix, the shoppers searching for sustainable, ethical clothes are actually finding us, some of them through their AI assistant. They arrive already caring about what we do, and they stay.
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