The fashion eCommerce platform leans into influencers and social media as it hunts stronger customer acquisition, loyalty and engagement in its next growth phase. Executives position this shift as the payoff from a three-year brand reset, which they say has pulled the retailer out of a “tired” phase and restored momentum.
The business now concentrates on sharpening its cultural relevance in fashion, aiming to sit closer to the trends and communities that drive online spending.
The reset reportedly rebuilt brand awareness and trust, giving the company the confidence to double down on growth initiatives. Internal tracking suggests unprompted awareness has climbed about 70% from the level recorded before the brand relaunch.
Measures of customer trust alongside the likelihood shoppers will act after seeing advertising have both risen by roughly 60%. Those figures underpin the strategy to funnel more investment into creator-led campaigns and social platforms where style conversations already happen.
Marketers inside the retailer say the brand has moved from repair work to offensive play in a crowded online fashion market. The bet on influencers aims to hardwire the brand into everyday culture rather than rely on traditional top-of-funnel advertising.
As more apparel spending migrates to digital channels, being part of social media feeds is critical to winning younger, style-driven shoppers. The next test is whether those improved brand scores translate into sustained sales growth in a fiercely competitive space.
