True Fit –– Campaign · 2023

Gen Z Favorite Brands

Gen Z is reshaping retail. We turned True Fit's data into the story brands were looking for.

ROLE
Campaign Strategy, Creative Direction, Content Design

CLIENT
True Fit

YEAR
2023

CHANNELS
LinkedIn, Email, Landing Page, Social, Earned Media

The marketing team and I were looking for opportunities to stretch data we already had. Retailers were desperate to learn more about their shoppers in the post-COVID ecommerce world, and Gen Z was the demographic everyone wanted to understand. We separated out that segment of the annual Favorite Fitting Brands report and shaped it into a standalone story marketers were interested in.

CHAPTER 01 The Strategy

After partnering with Data Science to curate the lists and segments, the campaign came into focus: give fashion and streetwear brands a clear window into what Gen Z actually cared about, using behavioral data they couldn't get anywhere else.

6.5%

Click-through rate
on LinkedIn ads

#1

Top-performing campaign
at True Fit that year

2X

New leads generated
from Gen Z-focused brands

6+

Trade media placements
earned across two angles

CHAPTER 02 Creative Direction

I set out to create something that spoke to the Gen Z aesthetic directly. Bold, bright colors, fixed-width typography, and inspiration drawn from 90s and 2000s nostalgia and collage culture. The campaign was aimed at retail teams, but it needed to feel like it understood the generation they were trying to reach.

CHAPTER 03 The Research

The shopper data behind the campaign attracted attention beyond our social channels. The data in the report gained coverage in the retail industry media, independently running multiple editorial angles weeks apart.

1 in 5

Gen Z shoppers would return less if the carbon cost of sending items back was made visible to them

67%

of Gen Z online shoppers are more likely to complete a purchase when fit assurance is provided

Earned Media Coverage

ECOMMERCE AGE | One in five Gen Z fashion shoppers would return less if carbon-cost was communicated ↗

RETAIL TIMES | Over a fifth of Gen Z shoppers would return less if the carbon-cost of sending items back was communicated ↗

INTERNETRETAILING | Gen Z fashion shoppers would return less if the carbon-cost was communicated ↗

FASHIONNETWORK | Fit is key consideration for Gen-Z says True Fit ↗

RETAIL TIMES | Online fit assurance proves top consideration for converting and retaining Gen Z fashion shoppers ↗

APPAREL RESOURCES | Fit is key consideration for Gen-Z says True Fit ↗

← Post-COVID Retail Priorities

→ True Fit – B2C Visual Identity

BRITTELL

LINKEDIN ↗

RESUME ↗