Success Story
Tendam, formerly known as Grupo Cortefiel, is a leading European multibrand, omnichannel fashion retailer headquartered in Madrid, Spain. The retail group specializes in the premium mass market and has a heritage dating back to 1880.
Today, Tendam comprises 12 brands and is Spain’s second-largest fashion group by market share, boasting a turnover of more than €1.442 billion and a presence in more than 1,800 points of sale across nearly 80 countries.
Its Cortefiel brand, the first created by Tendam, offers everyday looks for both men and women and, since its launch in 1945, is now present in 51 countries with more than 250 points of sale.
Key KPIs delivered by Taggstar
conversion rate uplift (mobile)
conversion rate uplift (mobile & desktop)
ROI overall across all 3 brands (mobile & desktop)
Following the success of Tendam’s initial test of social proof messaging for its Fifty outlet brand, which operates in around 70 points of sale in six countries and online, the group then introduced social proof messaging for the biggest brand in its portfolio, Women’secret.
In its latest test, launched for Cortefiel on 30th June 2026, the company wanted to see whether social proof messaging could help Cortefiel customers discover products more easily and improve sales conversion.
As with the Women’secret test, Tandem tested 13 message types on Cortefiel’s Spanish website across the PLP and PDP. These included ‘Popular’, ‘Trending’, ‘Highly Requested’ and ‘Great Choice’.
From an initial ROI of 10.4X for Fifty, it rose to more than 30X with the addition of Women’secret and, with Cortefiel, has now increased to an even more impressive 40X.
Like the Women’secret proof of concept, which generated a 4.63% conversion rate, Cortefiel also saw strong conversion results from social proof messaging, particularly on mobile, with conversion increasing by 5.63%. Across desktop and mobile, social proof messaging delivered a 3.09% uplift.
With each brand that Tendam has introduced social proof messaging for, the return on investment improves substantially. From an initial ROI of 10.4X for Fifty, it rose to more than 30X with the addition of Women’secret and, with Cortefiel, has now increased to an even more impressive 40X.
Taggstar will continue to further optimize the social proof messaging experience for Cortefiel customers this autumn, before designing a specific winter campaign for the brand.
Peter Buckley, Chief Revenue Officer at Taggstar, said: “We have many multi-brand customers and they naturally want to test the power of social proof individually for each to ensure it is a good fit for all their different brand and customer profiles.
The successes that Tendam has already witnessed with Fifty, Women’secret and now with Cortefiel show just how powerful it is, especially with the conversion uplifts witnessed on mobile, where the space to wow customers and convince them to buy is more limited.”
