Patrick Assaraf
Luxury Brand Marketing
Luxury branding, built to rank.
2020
Patrick Assaraf is not a brand that shouts. Its aesthetic is quiet, minimal, and precise- rooted in elevated basics and refined materials. As VP Marketing, I wasn’t just selling clothes: I was safeguarding a feeling. My focus was on aligning every touchpoint with the codes of true luxury: intentional scarcity, high emotional value, and a brand that never chases but attracts. Inspired by the strategic frameworks of Vincent Bastien, I helped bring clarity and calm power to how the brand showed up online and in-market.
SERVICES
VP Marketing
Project Overview
- Maintain brand restraint while increasing digital discoverability - Translate tactile quality into digital cues - Improve organic visibility without sacrificing exclusivity - Strengthen alignment between product, client, and message
Patrick Assaraf is a Canadian menswear brand known for its architectural simplicity, precision tailoring, and luxurious basics. When I joined as VP Marketing, the brand had a loyal niche following- but its digital presence didn’t reflect its true stature. My mandate was clear: elevate the brand without disrupting its silence. That meant protecting the codes of luxury, resisting growth shortcuts, and translating the tactile experience of the product into digital desire. This was not about chasing trends- it was about reinforcing value, scarcity, and timeless appeal in a space that’s constantly shouting.
We focused on merging visual appeal with functionality by understanding Oliver Hayes' style and goals. The website's clean, modern layout emphasizes his photography, with intuitive navigation and responsive design for accessibility on all devices.
Approach
Fashion shooting in the studio
Instead of flooding channels or over-optimizing, I focused on precision. Every campaign, keyword, and creative choice was filtered through a luxury lens: Does it serve desire? Does it protect distance? Does it elevate perception?
The marketing strategy was built on clarity, not clutter. Tighter language. Better product storytelling. Stronger alignment between design, content, and clientele.
Process
I worked across eCommerce, digital content, and search- focusing on a few key product stories and touchpoints. For one core item, we improved visibility from position 22 to position 5 on Google through strategic placement and alignment between product naming, visuals, and audience intent. But more importantly, we never chased. This was marketing by subtraction: fewer messages, better chosen.
Luxury marketing is about precision and patience. The strategy was shaped to attract, not pursue. To suggest, not explain. And to ensure that every interaction felt like a continuation of the product itself.
In luxury, the product is only half the experience. The rest is suggestion, distance, rhythm. I built a marketing structure that respected the silence between words.
Final Design
A refined digital presence that mirrors the brand’s quiet luxury: clean, elevated, and deeply rooted in the codes of high fashion.
The brand’s digital presence grew sharper and more confident. Key pieces surfaced higher in search, organic engagement improved, and the visual language stayed intact- no compromise, no dilution.
Product Images
This project was a rare opportunity to apply luxury strategy at a digital level: balancing restraint with precision, and aesthetic minimalism with measurable results. It wasn’t just about style; it was about discipline. The kind of discipline that moves a product from #22 to #5 on Google not through gimmicks, but by creating an experience that deserved to be seen.
Achievements
Boosted a key product from #22 to #5 on Google, while elevating the brand’s digital presence to match the restraint, clarity, and exclusivity expected in luxury fashion.
By aligning digital strategy with the principles of luxury marketing outlined in The Luxury Strategy by Vincent Bastien, we redefined how Patrick Assaraf’s brand was perceived online. One key win: a high-margin product climbed from #22 to #5 on Google- without relying on paid media- thanks to a mix of SEO precision and elevated content alignment. But more than numbers, the brand's digital storefront began to feel like the brand: minimalist, confident, and quietly assertive. Internally, the shift clarified decision-making across design and messaging. Externally, it resonated with the right kind of customer—those who buy less, but buy better.
Product Ranking (Google)
Returning Customers
