Pattern helps Oroton boost apparel reach across channels

Pattern is working with Oroton to reshape the fashion brand's digital marketing strategy, supporting its broader apparel range and store expansion.

Best known for leather handbags, Oroton has been expanding into ready-to-wear collections and wants to build awareness of that wider offer as it reaches customers across search, social media and stores.

The arrangement focuses on linking online product discovery with in-store shopping. Pattern reviewed how Oroton's digital marketing could better identify customer intent and connect activity across online and offline channels.

Natasha Steenkamp, General Manager of Digital at Oroton, said the brand wanted its marketing to reflect changes in how customers shop.

"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."

Digital approach

The new structure for Oroton's marketing account is designed to use signals such as search context and behavioural intent to shape which products and creative are shown to potential customers. Pattern is also managing Oroton's paid social activity across Meta, TikTok and Pinterest.

Bianca Robinson, Agency Director for ANZ at Pattern, said changes in Google's artificial intelligence tools were affecting how advertisers assess shopping behaviour.

"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."

Robinson said the work reflects how shoppers now move between platforms before making a purchase, including visiting a store after seeing an item online.

"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."

Broader expansion

Founded in Sydney in 1938, Oroton operates stores in Australia and New Zealand as well as an online store. The brand built its reputation on leather goods and accessories and is now trying to extend that recognition to clothing.

The next stage of the relationship will include search engine optimisation and AI optimisation, areas that have gained attention as consumers use different tools to find and research products online.

Steenkamp said that shift in customer behaviour was a central consideration for the brand.

"The digital landscape is evolving incredibly fast, particularly with AI changing how people find and research products," Steenkamp said.

"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."