Case Study: Scaling ESQ Into a Two-Studio Performance Machine — Without Losing Its Luxury Identity

About the Brand

A Premium Menswear Brand Built on Craft, Fit & Reputation.

ESQ is one of Chicago’s most respected luxury menswear brands — known for handcrafted suits, impeccable fittings, and a refined aesthetic that attracts high-value clients, grooms, and working professionals.

Their brand was solid. Their craftsmanship was unmatched. But behind the scenes, their digital ecosystem wasn’t built to scale.

The Challenge

Even with strong brand equity and consistent in-store demand, ESQ faced three major performance barriers:

1. Only One Studio Was Carrying the Revenue

With two physical studios, ESQ had the infrastructure to scale — but only one location consistently generated appointments, leaving the second studio under-utilised and limiting their capacity.

2. No Funnel. No Segmentation. No System.

The brand relied heavily on Google-optimised sales while Meta ads ran randomly, without structure or clear objectives.
This meant ESQ wasn’t capturing:

• High-intent wedding customers

• Returning customers

• Retargeting opportunities

• Studio booking intent

• Premium client personas

They weren’t missing traffic — They were missing pathways.

3. Premium Brand, Basic Digital Strategy

ESQ’s brand thrives on:

• Luxury craftsmanship

• Hand-tailored details

• Personal fittings

• Elevated service
  But their digital approach didn’t reflect this premium positioning.

Their aesthetic was luxury.
Their system wasn’t.

What Glixmedia Did?

We rebuilt ESQ’s entire growth system to match the brand’s premium DNA — while unlocking both their E-commerce and studio booking potential.

1. Built a Full-Funnel System That Mirrors Premium Buyer Behavior

High-value clients don’t convert from random ads.
They convert through:

Awareness → Trust → Proof → Intent → Booking/ Purchase

We rebuilt ESQ’s strategy exactly this way — turning randomness into a predictable performance funnel.

2. Created E-commerce Conversion Campaigns for Product Sales

We structured campaigns specifically for:

• Tailored suits and wedding suits

• High-intent search traffic

• Returning customers

• Premium cold audiences

The result? Consistent conversion and higher purchase value.

3. Activated an Appointment Engine for Both Studios

We introduced a dual-studio lead flow and retargeting system so both locations operated as equal revenue units, not just one.

This streamlined:

• Studio utilisation

• Appointment quality

• Monthly predictability

4. Elevated Google Ads into a True Profit Center

We leaned into Google’s high-intent environment while eliminating waste, resulting in:

• Higher E-commerce revenue

• Lower acquisition costs

• Record-breaking holiday sales

All without compromising ESQ’s refined aesthetic.

The Results

Black Friday: ESQ’s Most Profitable Sale Ever

Structured Google campaigns delivered the strongest sales performance in brand history.

Both Studios Now Operate as High-Converting Locations

Appointments surged — not only for everyday tailoring, but especially for wedding clients, one of ESQ’s strongest segments.

More Premium Clients, Better Qualified

Through refined segmentation and funnel-led nurturing, ESQ saw:

• Higher-value buyers

• Better quality appointments

• Increased conversion rate in-studio

A System Built for Predictable, Sustainable Growth

From chaos → custom-built performance machine.
ESQ now scales with strategy, not chance.

Impact Summary

GlixMedia aligned ESQ’s performance strategy with its luxury identity — activating both studios, scaling E-commerce, and delivering the brand’s most profitable Black Friday sale through a structured, premium-focused ad system.