Case Study

Cross-Channel Analytics Doubled Online Sales for Fashion Brand, Johnny Was

The Brand:

Johnny Was has been creating “boho-chic” inspired clothes and accessories since 1987. A premiere brand in the women’s affordable luxury apparel category, Johnny Was is known for its uniquely beautiful and high-quality garments that embrace a California lifestyle with a global vision. Today, Johnny Was has over 30 stores across seven states, a rapidly growing ecommerce store and a wholesale business distributed by leading retailers like Neiman Marcus.
As a private equity-backed business, Johnny Was cares deeply about growth, profitability and maintaining the quality of their premium brand.

The Challenge:

With a strong base of catalog sales, Johnny Was was planning to grow its ecommerce channel by 10 times over five years, which it believed could be achieved by diversifying its prospecting strategy into other channels and tactics.
But what was the right composition of media spend to achieve that goal in an incrementally profitable way? Catalog is a meaningful contributor in the Johnny Was media mix, but how can the company optimally scale into other tactics to drive new customer acquisition? Having a trusted cross-channel media reporting and analytics framework to inform portfolio investment decisions was critical.
Without putting the profitability of its successful business at risk, Johnny Was needed a way to optimize media spend, drive new customer acquisition and triple its ecommerce business, all while maintaining profitability goals.

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