LUCKY BRAND JEANS
AMERICAN DENIM & BOHEMIAN APPAREL
Lucky Brand Jeans is a denim and apparel company founded in 1990 in Vernon, California. Known for its signature "LUCKY YOU" stitched jeans, the brand offers a wide range of denim fits and washes, which make up 60% of its business. Lucky Brand also produces a variety of apparel, including activewear and outerwear, all reflecting a bohemian style. The company has expanded globally but remains focused on quality with its Made in America jeans, crafted from Cone Denim and hand-stitched in Los Angeles.
Project note –– This ecomm strategy initiative was developed for Lucky Brand while I was a part of the DuMont Project marketing consultancy team.
Lucky Brand Jeans - ecomm strategy
Challenges
Balancing customer retention with acquisition in a saturated market
Increasing media costs due to competition in the e-commerce space
Expanding re-marketing audience and past customer re-engagement
Encouraging cross-channel shopping behavior between online and in-store
Objectives
Grow customer base while maintaining strong engagement with existing customers
Optimize marketing attribution models to better understand customer journeys
Enhance audience segmentation to improve targeting and remarketing efficiency
Integrate e-commerce with physical stores to drive omnichannel shopping
Lucky Brand Jeans - ecomm strategy
Strategic approach
Program assets
Lucky Brand Jeans - ecomm strategy
Lucky Brand Jeans - ecomm strategy
Results
Achieved 99% of planned revenue goals for search channels and exceeded social revenue goals by 4%
ROAS improved significantly, with search ROAS increasing from 7.5 to 11.4 and social rising from 2.6 to 4.0
Successfully positioned the brand to capitalize on the growing e-commerce market, with industry forecasts predicting the first-ever $1 trillion holiday season
Brand search accounted for the majority of total search revenue, indicating strong brand recognition and customer intent
Black Friday sales saw a 35% increase in search-driven revenue and an 85% increase in social-driven revenue, outperforming industry growth rates