How Suitsupply should run Meta ads.
A ~€320 basket with fat margins buys a lot of patience. Suits are considered and tried on in store, so the plan optimises for the whole journey, not the click.
Analysis built with paid.social, the ad-planning tool from Jonas Sluijs, former Meta growth leadHigh AOV and high margin change what you're allowed to do. A ~€320 order at roughly 57% gross means break-even ROAS sits near 1.75×, so Suitsupply can afford real consideration spend, video, longer nurture, brand. The mistake would be optimising for a same-session purchase. A suit is a considered buy, often finished in a fitting room, so a seven-day click and one-day view window will undercount everything paid social actually drives.
So the plan runs the catalogue for the shoppable moment but leans on longer attribution and store visits as the real scorecard. Occasion is the wedge: the wedding, the new job, the first proper suit. Catch the moment, show the fit and the price-to-quality gap, and let the ~150 stores close it.
Feed plus consideration. The catalogue handles the shoppable layer; the two concepts below build the occasion and reframe the price. Both are the kind of video the margin lets you afford.
How we built this plan
We modelled the economics from Suitsupply's ecom AOV and category mix plus premium-apparel margin benchmarks. The derived numbers are estimates, not Suitsupply's data, meant to show what a high-AOV, considered-purchase plan looks like and what "good" is.