Fashion ROAS and conversion benchmarks. What our accounts actually do.

Why we do not quote an industry average

A ROAS is only meaningful against a margin. A brand at 60% gross margin with 40% of revenue from repeat customers can be very profitable at 3x. A brand at 45% margin with no retention is losing money at 4x. Any benchmark that ignores this is a number to feel good or bad about rather than a number to act on. What we can do is show what our own accounts did and explain which number moved first, because that is what tells you where to look.

The published accounts

Three accounts, three price points, three timelines, and the same shape. All started around 2x on a store converting under 2%. All ended between 6x and 10x on a store converting above 4%. The ROAS did not move until the conversion rate did.

ROAS: where the lines are

These are blended Meta ROAS bands for premium fashion at a meaningful monthly budget, and what each one usually means about the account behind it. Read them as a diagnosis rather than a target.

• Under 2x. Where most fashion accounts we audit sit. Almost always a store problem first and a structure problem second. Do not scale spend here.
• 2x to 3x. The account works at its current budget and will fall over if pushed. Fix the store, rebuild the structure.
• 3x to 4x. Healthy for most premium fashion at a meaningful budget. Creative cadence and retention are what move it from here.
• 6x and above. A fully built account: store converting above 4%, consolidated structure, weekly creative, Klaviyo carrying repeat purchase, discount discipline in place.
• 20x plus. A launch week or a drop day, not a steady state. Our UK launch case shows 30x blended in week three and explains why it does not stay there.

Conversion rate

Under 2% is where most fashion stores sit. 3% is healthy, 4% is strong, above 5% is exceptional and usually means a very engaged customer base or a very well built store. It is the first number we move on every account, because it is the ceiling on everything else. What we change is in why the product page decides your ROAS.

Returning customer rate

The share of orders from customers who have bought before. Under 20% means the brand is buying every sale. 25% to 40% is strong for fashion and changes the economics of acquisition. Marame runs at 38%. The setup that produces it is in Klaviyo for fashion brands.

Average order value

Less a benchmark than a direction. It should hold or rise as the account scales. If it falls, the account is discounting to grow, and the return will follow it down within a few months. The rules that stop this are in discount discipline.

What to do with your own numbers

If you are under 2x and under 2%, the store is the problem and spending more will not help. If you are at 3x and 3% with flat growth, it is creative and retention. If you are above 6x and cannot spend more without the return falling, it is time for a new market. And if you are not sure, the audit is free: we look at the account together and send a written strategy inside seven days.

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