Percival's Global Marketing Director Ian Mackey joins Will Laurenson to discuss what is driving growth in fashion ecommerce today. They explore creative-first advertising strategies, Meta's evolving algorithms, conversion optimisation, retention tactics and the realities of scaling a premium menswear brand. Ian shares how Percival approaches creative diversity, product page optimisation, loyalty programmes and customer lifetime value, while also revealing the biggest challenges facing modern fashion brands. If you're interested in performance marketing, ecommerce growth and balancing acquisition with retention, this episode offers practical insights from a fast-growing DTC brand.