Fabletics & Yitty
Marketing data for two membership-based fashion brands
Overview
For over two years, I analysed data for the Marketing and Merchandising teams of Fabletics, an activewear brand, and Yitty, a shapewear brand. Both are built on a VIP membership model.
Promo reporting
New VIP promos launched every 7 to 10 days. After each launch I reported on how it did, covering promo performance, VIP membership data and the core marketing metrics.
Campaigns
The Barbiecore campaign, launched with the premiere of the Barbie movie, increased sales by 35%. The marketing team also ran collaborations with Khloé Kardashian and Lizzo, which lifted our campaigns by 20 to 50%. I was part of the product data strategy behind those projects.
E-commerce merchandising
I also worked in e-commerce merchandising: curating products on the site, inventory and sizing, e-cat product imagery, post-launch site QA and debugging, the product lifecycle and the site taxonomy.
Numbers
- Sales from the Barbiecore campaign
- +35%
- Campaign lift from the Khloé Kardashian and Lizzo collaborations
- 20-50%