Five Four
Five Four Group, a subscription-based fashion brand, was seeking to diversify its product offerings and increase market share in the competitive fashion industry. The company needed to expand beyond its core subscription model to drive growth.
Terry's initiatives led to significant business growth and diversification:
The new activewear brand achieved $5M in sales within its first year, representing 20% of the company's total revenue.
Secured a partnership with an NBA rising star, resulting in a 40% increase in brand awareness among the target demographic.
Improved inventory turnover by 30% through data-driven merchandise planning.
Increased subscription membership by 25% year-over-year through effective retargeting strategies.
Expanded to 50 wholesale partners, creating a new revenue stream that accounted for 15% of total sales by the end of Terry's tenure.
Overall company revenue grew by 35% during Terry's four-year tenure, improving profitability by 20%.
As Brand Director, Terry was tasked with creating and launching a new activewear brand while simultaneously driving growth for the existing subscription service.
Terry developed a multi-pronged strategy:
New Brand Development: Conceptualized and launched a new activewear line, including product design, branding, and positioning.
Athlete Partnership: Secured the company's first professional athlete sponsorship deal to boost brand visibility and credibility.
Data-Driven Planning: Implemented advanced analytics for sales metrics and consumer insights to inform merchandise planning and inventory management.
Marketing Strategy: Developed targeted retargeting strategies to grow membership sales for the subscription service.
Wholesale Expansion: Created and executed a wholesale partner strategy to expand distribution channels.
Performance Metrics: Developed and implemented KPIs and reporting frameworks to track business performance across all brand initiatives.
Terry's initiatives led to significant business growth and diversification:
The new activewear brand achieved $5M in sales within its first year, representing 20% of the company's total revenue.
Secured a partnership with an NBA rising star, resulting in a 40% increase in brand awareness among the target demographic.
Improved inventory turnover by 30% through data-driven merchandise planning.
Increased subscription membership by 25% year-over-year through effective retargeting strategies.
Expanded to 50 wholesale partners, creating a new revenue stream that accounted for 15% of total sales by the end of Terry's tenure.
Overall company revenue grew by 35% during Terry's four-year tenure, improving profitability by 20%.
