Oroton Evolves Digital Strategy with Pattern

New approach links digital channel discovery and in-store experiences as Oroton expands its apparel offering and retail footprint

Global ecommerce and marketplace accelerator Pattern has announced that it is working with Australian luxury brand Oroton to evolve its digital marketing strategy and personalise the customer journey across digital channels and its growing store network.

Best known for its leather handbags, Oroton has extended its offering to ready-to-wear collections, bringing the brand’s longstanding focus on quality and craftsmanship to a broader range of categories.

To support this expansion, Oroton partnered with Pattern to evolve its marketing strategy and reach new customer groups across the multiple channels they use to discover, browse and shop its collections.

Oroton’s General Manager of Digital, Natasha Steenkamp, said the partnership supports the brand’s focus on increasing awareness of the breadth of its range.

“Oroton is incredibly well known for our luxury leather handbags, but there is an opportunity to build greater awareness of our growing apparel offering and the quality, craftsmanship and premium fabrications that extend across our collections,”

Steenkamp said.

“Our customer is at the centre of everything we do. We consider ourselves channel agnostic, so our focus is on being present wherever our customers are in their journey, whether that is through search, social or in store."

“Pattern is helping us apply that approach across our digital marketing and ensure we are reaching customers in the right places as our offering continues to evolve,”

explained Steenkamp.

To support Oroton's customer-led approach, Pattern examined how the brand's digital marketing could better recognise customer intent and connect discovery across online and in-store channels.

Pattern ANZ Agency Director Bianca Robinson said the new approach allows Oroton to consider more than the search term itself when determining how to engage a potential customer.

“Google AI gives us a much richer understanding of intent and where someone may be in their shopping journey,”

Robinson said.

“That allows us to make better decisions about which products and creative to present, helping us capture active searches alongside early consumer intent.”

Google AI evaluates a wider range of signals, including search context and behavioural intent. Pattern designed the new account structure to draw on these signals and deliver more relevant advertising across Oroton’s products and collections.

Alongside its work with Google, Pattern is also managing Oroton’s paid social activity across Meta, TikTok and Pinterest.

“Customers might discover a product on social, then search for it on Google and visit a store to see it for themselves. That’s why brands need to consider the entire customer journey rather than treating each interaction in isolation.”

Robinson said.

The next phase of the partnership will see Pattern expand its work with Oroton into search engine optimisation (SEO) and AI optimisation (AIO), reflecting the emergence of new ways for consumers to search for and discover products.

“The digital landscape is evolving incredibly fast, particularly with AI changing how people find and research products,”

Steenkamp added.

“For us, it comes back to evolving with our customers and ensuring Oroton remains visible and relevant however those behaviours change."

“Having Pattern working across our digital channels gives us the flexibility to adapt, and we’ve been really pleased with the results of the partnership to date.”