True Fit –– Campaign · 2023
Gen Z Favorite Brands
Gen Z is reshaping retail. We turned True Fit's data into the story brands were asking for.
ROLE
Campaign Strategy, Creative Direction, Design
CLIENT
True Fit
YEAR
2023
CHANNELS
LinkedIn, Email, Landing Page, Social
The marketing team and I were looking for opportunities to stretch data we already had. Retailers were desperate to understand their shoppers in the post-COVID ecommerce world, and Gen Z was the demographic everyone wanted to crack. We separated out that segment of the annual Favorite Fitting Brands report and shaped it into its own story.
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
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.
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 brand marketing teams, but it needed to feel like it understood the generation they were trying to reach.
BRITTELL
©2026 Julie Brittell Design
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