Fall Launch Success: How a Strategic Brand Relaunch Drove 3.6x Growth
Consumer behavior is shifting in a fundamental way. After months of cautious spending, shoppers are now moving toward intentional consumption, redirecting their dollars to where it matters most (NIQ). This creates a unique opportunity for brands willing to think strategically about their positioning.
The data tells a compelling story: 41% of shoppers only buy from brands they know and trust (Determ), while three-quarters of consumers traded down in the first half of 2025 (McKinsey), showing continued price sensitivity heading into fall. For brands, this means earning a place in consumers' intentional spending decisions requires more than seasonal tactics—it demands strategic positioning.
Fall represents the perfect opportunity for strategic brand relaunches that capture intentional consumer spending and position brands for Q4 success. Here's why smart brands are making their moves now.
Why Fall Relaunches Work
Fall naturally triggers a "new season, new approach" consumer mindset. As shoppers prepare for holiday spending and year-end purchasing decisions, they're actively evaluating their preferred brands. This creates a receptive environment for strategic positioning that goes beyond typical seasonal campaigns.
The strategic advantages are clear. Fall positioning allows brands to capture the fresh start mentality while preparing for the Q4 spending surge. Consumer spending rose 4.2% in the fourth quarter of 2024, with durable goods up 12%—the biggest quarterly jump since early 2023 (Marketplace). Brands that position strategically in fall are positioned to capture this increased spending.
Consumer expectations have evolved significantly. 66% of consumers expect brands to understand their needs and preferences and create customer experience journeys accordingly (Determ). This isn't just about launching new products—it's an opportunity to strategically reposition existing brands to meet these elevated expectations.
Case Study: Strategic Repositioning Drives Three Years of Compounding Growth
One of GO's most compelling case studies demonstrates the power of strategic timing. A brand approached us after relaunching with new, modern-looking packaging that better aligned with their primary audience. They partnered with GO to maximize the redesign's impact and grow new customers, traffic, and sales.
The challenge was clear: how do you make the most of a brand refresh and capture market share in a competitive landscape? The answer lay in strategic positioning rather than reactive tactics.
GO's approach was comprehensive.
We explained to the client that total advertising cost of sale (TACoS) was more aligned with driving topline sales and new-to-brand customers than return on ad spend (ROAS). We aligned on must-win terms to increase the association between this brand and these keywords for Amazon's algorithm and the target market.
The strategy spanned the advertising funnel by expanding into category targeting within search and launching DSP prospecting, retargeting, and loyalty campaigns. We updated titles, bullet points, image carousels, A+ Content, and the Brand Store to complement the new redesign and optimized variations by combining new product sizes with the brand's core assortment.
The results speak for themselves: we helped the brand grow 3.6x since its relaunch in Year 1, with Year 2 yielding 2.2x growth versus Year 1 and Year 3 yielding 1.7x growth versus Year 2. This wasn't just a one-time boost—it was sustainable, strategic growth that continued year after year.
The GO Strategic Framework
Based on our case study success, we've developed a framework that works across categories and brand sizes. The approach combines strategic foundation work with tactical execution across four key areas.
Strategic Foundation starts with brand positioning alignment and competitive analysis, then optimizes for Amazon's algorithm. This isn't about guessing what might work—it's about understanding exactly how your brand should be positioned to capture intentional consumer spending.
Full-Funnel Approach spans upper-funnel awareness building through DSP, driving mid-funnel consideration and lower-funnel conversion through sponsored ads. Many brands focus only on the bottom of the funnel, missing the opportunity to build sustainable brand equity that drives long-term growth.
Content Ecosystem Optimization touches every consumer touchpoint: product titles and bullet points, A+ Content and Brand Store, image carousels and video content, and new product integration with core assortment. Every element works together to strengthen your retail readiness and reinforce your product’s strategic positioning, making your dollars work as efficiently as possible for the greatest impact.
Performance Monitoring provides real-time data tracking, strategic adjustments based on performance, and long-term growth sustainability. This isn't set-it-and-forget-it marketing—it's continuous optimization that builds on success.
Your Fall Action Plan
The window for fall positioning is now. Here's how to capitalize on this opportunity:
Strategic Assessment: Audit your current brand positioning—does it align with intentional consumer values? Are you prepared to capture increased holiday spending? How will you build awareness AND drive conversions?
Tactical Implementation: Transform strategic plans into coordinated execution across all touchpoints during the optimal positioning window.
Performance Optimization: Monitor results and refine approach to ensure you're positioned to capture peak season benefits.
The Strategic Opportunity
Fall's intentional consumers combined with strategic positioning creates the foundation for sustainable growth. The brands that understand this—and act on it—will be the ones that capture market share while others focus on short-term tactics.
Ready to achieve similar results through strategic fall positioning?
The window for fall positioning is now, and the opportunity won't last forever. Contact GO today to discuss how we can help you capture intentional consumer spending this fall and build the foundation for sustained growth.