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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.
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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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