J. HILBURN
CUSTOM MENSWEAR, PERSONALIZED SERVICE
J. Hilburn is a premium men's clothing brand offering custom-made, personalized apparel and a full-service shopping experience. Founded on the principle of providing perfectly fitted wardrobes, J. Hilburn combines personal styling, custom tailoring, and sustainable practices. The company utilizes European luxury fabrics and 3D body scanning technology and offers specialized collections for golf and performance wear, all designed to fit each client's unique body, lifestyle, and personal style.
Project note –– This vendor acquisition initiative was developed for J. Hilburn while I was a part of the DuMont Project marketing consultancy team.
J. Hilburn - vendor acquisition plan
Media growth strategy
Challenges
Recruiting younger (Millennial) stylists while maintaining existing stylist base
Balancing stylist recruitment with consumer marketing objectives (B2B2C approach)
Limited historical data on stylist recruitment performance
Objectives
Recruit 877 new stylists who complete training in 2019
Develop and implement a targeted marketing strategy for stylist recruitment in the top 10 markets
Establish benchmarks and refine targeting, messaging, and media mix for stylist acquisition
Create a data-driven approach to stylist recruitment with clear KPIs and reporting
Implement a lead nurture program to improve CVR through recruitment funnel
Align stylist recruitment efforts with consumer marketing objectives to support overall business growth
J. Hilburn - vendor acquisition plan
3-phase approach
Program assets
J. Hilburn - vendor acquisition plan
J. Hilburn - vendor acquisition plan
Results
Successfully recruited 950 new stylists who completed training in 2019
Tier 1 markets (NY, Dallas, SF, Boston, Houston) saw a 40% increase in stylist applications, with millennials accounting for 35% of recruits
Achieved an average cost per qualified lead of $125, a 15% improvement over initial projections
Improved conversion rates through the recruitment funnel
New stylists recruited generated a 15% YOY increase in stylist-driven revenue
Increased organic search volume for stylist-related keywords