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Connected data, self-served insights, personalised experiences. Lexer’s Customer Data Platform > Connected Data for a Single Customer View helps brands and retailers genuinely > Enriched Customer Profiles understand their customers and > High Impact Insights + Analytics engage them with the experiences > Effortless Audience Segmentation they deserve. > Measurement + Bottom-Line Reporting Visit Lexer.io to learn more LayoutForAd_p022_Lexer.indd 22 10/5/21 2:51 pm
WWW.RAGTRADER.COM.AU MARKETING MINDS MAY / JUNE 2021 23 PRESENTED BY M15: Marketing 15 Imogen Bailey lists the top fashion marketing minds for 2021. M15 Cover page LOGO.indd 23 10/5/21 2:51 pm
24 MAY / JUNE 2021 M15 WWW.RAGTRADER.COM.AU MARKETING MINDS 2marketing Melisa Woodgate Boohoo ANZ brand manager Many Things’ during 2020, celebrat- ing and recognising the complexities of women. “We all know women aren’t eas- Boohoo is no stranger to recruiting influ- ily defined by a single label,” Chalmers encers to help launch new collections and said. “We want to support women to campaigns. Over the years, and across its explore and express all aspects of their brands, the retailer has teamed up with personality.” The new positioning acted the likes of the Hembrow sisters, Flex as a springboard for campaigns follow- Mami, Riley Hemson as well as TikTok ing, allowing the brand to create an over- stars Sarah Magusara and Jackson Jansen. arching narrative to connect with a wider Using these famous faces, the brand has array of customers – including those who been able to increase significant metrics. didn’t want to wear a bra while working Its TikTok song and accompanying dance, from home. ‘Its From Boohoo Baby’, grew the brand’s following on the platform by 53,000, while its collaboration with Flex Mami gener- ated an uplift in the Curve category in the Australian region alone, from about 4-5% to 18%. “Knowing our curve market and 5Trent Bos Levi’s ANZ head of marketing As 2020 proved, real action is needed to who they are sourcing their inspiration create change and promote inclusivity from is helping us grow from strength to and diversity. Levi’s Australia took this strength in this segment across Australia message to heart and went beyond just a and New Zealand,” Woodgate said. fundraising campaign for Pride month. The business teamed up with Australian 1 LGBTQIA+ youth organisation Minus18 to co-create an educational resource on 3Kelly McBride Bonds head of marketing It’s not everyday you launch your first pronoun use. Not only that, Levi’s ANZ also worked to educate its own team on how to become more inclusive. “We Global Organic Textile Standard (GOTS) believe that accelerating progress towards range. So when Bonds released its GOTS- genuine equality is everyone’s responsibil- certified organic cotton underwear range, ity and we’re proud to keep on learning, it wanted to do it in style. Recruiting growing and endeavouring to make a posi- Australian musician Cody Simpson and tive impact where we can,” Bos said. 2 fashion muse Paloma Elsesser to front the campaign, Bonds made a statement. Across just four IGTV videos promot- ing the eco-friendly range, Bonds gen- erated 23,360 views. “Bonds Organics was our first GOTS certified organic cotton range, making our product kinder to the planet, our people and the wearer,” McBride said. 1 Alexander Meyer The Iconic CMO The Iconic was one of the first Australian retailers to embrace new YouTube technol- ogy which allows viewers to shop directly 4marketing Natalie Chalmers Bras N Things national manager from an ad. Celebrating the launch, and As a bra retailer during the simultaneously raising awareness of the pandemic, the challenges new feature, The Iconic created a dedi- of getting women to engage cated campaign to encourage viewers to with your product would buy the outfits featured in the ad. The be difficult, to say the least. ‘Hit The Blue Button’ campaign featured However, Bras N Things four athletes performing their sport under took it in its stride, and duress, encouraging the viewer to click launched a new ‘Fashion and shop the outfit to instantly relieve x Comfort’ collection as them from the strain of their activity. “We work from home arrange- wanted to find an innovative way for our ments persisted. Meanwhile, customers to engage and shop sport with the business also launched us in an iconic way,” Meyer said. its new brand direction, ‘I Am M15 List.indd 24 10/5/21 2:51 pm
WWW.RAGTRADER.COM.AU M15 MAY / JUNE 2021 25 MARKETING MINDS opportunity for us to look at our own customer experience, not only online but in-store too where we’re actually con- 9Denise Haughey Seed brand GM Seed Heritage celebrated its 20th anni- necting with those customers,” Moore versary with the opening of a brand-new said. “Not only how we can communi- flagship store at Chadstone Shopping cate and get out the visibility over these Centre. Fitted out with a purpose-built choices but what should we be doing to acrylic cubby house, a personalisation change our processes? The inspiration station and a gift-wrapping station, the behind the window posters and the store store embodies everything Seed stands hangers was that we were saying, ‘we for, Haughey said. “Our approach has 3 can’t launch a Future Choice campaign always been simple - we believe in great with something disposable, it has to be design, high-quality products and excep- reusable,’” he said. tional customer service, our Chadstone store is an expression of those brand val- ues and a landmark launch in our brand’s 8 20-year history,” she said. 8eCommerce Dane Patterson SurfStitch GM of brand and In 2020, many brands shifted their messaging to focus on positivity, 6Jamie Kouktzelas Hush Puppies marketing manager Doing good while reducing waste is togetherness and what-to-do-at-home. SurfStitch was no different, launching a TVC that inspired customers to ‘get a marketing win for today’s eco and back to living’ with a humorous take social-conscious consumer. And Hush on summers that have been wasted in Puppies’ partnership with the Happy shopping centres. Simultaneously, the Boxes project, well, ticks all those eTailer also launched a Mr Consistent boxes. The deal encouraged Hush cocktail collaboration dubbed ‘The Puppies’ customers to fill their empty Stitch Up’. Living offline and shopping shoe boxes with self-care products such online, as the brand’s TVC suggested, as deodorant, shampoo and soap, to be customers who spent $150 during sum- sent to remote communities which have mer were sent the cocktail as a gift with limited access to these basic toiletries. purchase. “Our purpose at SurfStitch is Not only providing for those commu- to inspire you to live like it’s the week- nities, the partnership gave customers end. It was even more poignant in 2020, a new avenue to recycle their empty as we were reminded again and again shoeboxes. The partnership paid off, about the importance of living a healthy with one third of all Happy Boxes being sent to communities coming from Hush Puppies’ customers since the partner- lifestyle, spending time with our loved ones and focusing on the good times,” Patterson said. 10Ryan Gracie Catch CMO There’s a reason Ryan Gracie consistently ship began in 2020. appears in our M15 list – he never lets 7 up on pushing the boundaries. In 2020, Gracie spearheaded Catch’s market- ing transformation, which focused on 7andCharles Moore Glue Store head of marketing brand shifting the eTailer’s reliance on perfor- mance marketing to a stronger mix of brand and performance campaigns. The One month into 2021 and Glue move saw Catch launch its biggest cam- Store had already announced its paign to date – all of which was devised nationwide, in-store and online via video conferencing – its ‘Everyday sustainability program, Future Aussies’ TVC. The messaging rolled out Choice. The innovative program via other brand channels such as radio saw Glue tag up products based on and billboards and elevated the everyday four sustainability pillars, while the shopper. The campaign worked to build business simultaneously worked trust in the brand, drive awareness of to improve its own processes. One the range and position the business from example of such was the reuse of all ‘found’ to ‘first’. “When you embark shoot materials and in-store visual on long-term brand building, you need merchandising materials. “After to invest and stomach the fact that you we had a look at all of those pil- aren’t going to get a quick return – it is a lars we felt that there was a real long-term burn,” Gracie said. M15 List.indd 25 11/5/21 8:26 am
26 MAY / JUNE 2021 M15 WWW.RAGTRADER.COM.AU MARKETING MINDS 12Giulia Di Pietro Mollini marketing coordinator 14Mal Using collaboration collections to Chia Ryderwear CMO In January, Ryderwear made it clear build audiences is something that that it takes experiential retail very Munro Footwear Group brand Mollini seriously. The activewear label opened has familiarised itself with. The label a gym-cross-retail-store at the start of launched its first collaboration col- this year, following 12 months of prep- lection with lifestyle influencer Ruby aration. The store forms part of the Tuesday Matthews in December business’ growth strategy and follows 2020. Marketing coordinator Giulia the launch of the brand’s fitness app Di Pietro spearheaded the campaign, in early 2020, partnerships with 500 which saw the business record 102% influencers across Instagram, Snapchat growth in Instagram followers com- and TikTok and strong growth in the 11 pared to the previous three months. US. “It’s sort of like an Apple Store, The collaboration collection also where it is the physical embodiment of generated a 40% lift in traffic to the what the brand is all about, having an website during the launch week. “We elite training space, with a retail store achieved our objective to tap into a attached to it,” Chia said. 14 new market and obtained more online presence in the NSW and QLD states,” Di Pietro said. “76% of the users for the launch were new customers – custom- ers we hadn’t tapped into 11Sam Despotidis Volley marketing manager Started from a prank, now we’re here. it prior thanks to Ruby and additional exposure.” Across the regions, Mollini Volley’s April Fool’s joke of a collabora- recorded a 317% increase tion between it and VB, sparked a new in users in Queensland, successful strategy – actually bring- while users in NSW grew ing these partnerships to life. Since by 232% compared to the the VB collab hit the market, the busi- previous year. ness has also brought Volley x Vegemite and Volley x Coopers XPA to Aussies. Bringing together iconic Australian brands, the collaborations generate sig- nificant traction on socials. The April Fool’s post of the VB collaboration alone 13 Matthew Sposaro Wittner content coordinator clocked up over 4000 likes and more For almost 110 years, than 650 comments. “We are absolutely thrilled to be collaborating with fellow iconic Aussie brands,” Despotidis said. Wittner has been serving the Australian consumer with stylish leather footwear at an accessible price. While the brand’s 15 Chloe Cumming Universal Store marketing manager 12 commitment to quality footwear After the year that 2020 was, Universal has never changed, 2021 sig- Store didn’t want to focus on sales mes- nalled time for a brand refresh. saging coming into 2021. The retailer So along came the Established moved away from its traditional retail campaign. The campaign simul- messaging in the lead up to Christmas taneously recognised the brand’s and instead showcased the individual long heritage and re-established efforts of 11 young people and the signif- it for the modern consumer, icant impact they had on their own lives whose needs have changed post- as well those of the communities they pandemic. “I think every com- belong to. “The way 2020 panned out, pany has had to do some sort of was not expected,” Cumming said of the rebuild due to COVID, we’re a ‘We’re Proud of You’ campaign. “And heritage brand, so we are con- with many of the country in lockdown stantly reinventing ourselves this year, we wanted to spread a message to stay relevant,” Sposaro said. of happiness and hope to our customers “However, the impact of the and team,” she said. Across its Instagram pandemic has made this evolu- and YouTube accounts, the We’re Proud tion even more necessary as con- of You assets generated nearly 50,000 sumer needs have changed.” views combined. ■ M15 List.indd 26 10/5/21 2:51 pm
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