JustFab CMO on Being Nimble in Uncertain Times – eMarketer

MKT Plan

TechStyle Fashion Group, a global fashion retailer that operates membership-based direct-to-consumer (D2C) brands—including ShoeDazzle, JustFab, Kate Hudson’s Fabletics and Rihanna’s Savage X Fenty—has become one of the fast-growing retailers with more than 5.5 million active members worldwide since it launched a decade ago.

We recently spoke with Daria Burke, CMO of JustFab, about how the company has adapted amid the pandemic and the fundamental role social plays in its marketing efforts.

How have you pivoted your marketing strategies in recent months?

We took a step back to reevaluate our marketing strategy and make necessary changes. At a high level, our in-house creative and media buying teams have allowed the brand to employ an agile approach that lets us shift strategies quickly and appropriately. Right now, we are being extremely thoughtful about creative and media spend, striving to reflect the position our customers are in.

Like other fashion brands, we felt the need to pivot quickly and adopt the mindset of our customers. This included shifting away from common spring trends and focusing on cozy layers, such as knit sweaters, slip-on sneakers and flat sandals that work with our current stay-at-home lifestyle.

Our team has also had to rethink how to capture content and deliver the best customer experience possible. Our photographers built at-home studios to capture Product-Detail-Page (PDP) and still-life photography, and we partnered with model and photographer duos who are sheltering in place together to do editorial shoots at home. The setting is very relevant and authentic, and it has
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