Teria Yabar: from selling in store to selling online

Problem

The brand sold almost only in store, mixing curated pieces with its own design. Each collection had to read as one story and sell online too.

Approach

Curation of each season's product and design of specific pieces as the thread of each collection. I led an 8-person marketing team focused on online sales, with set-ups that changed every season. Entry into Zalando and About You. A new customer experience: new packaging, size pre-confirmation with a measurement chart and virtual try-on, and home delivery with FedEx and DHL instead of in-store pickup only.

Result

Online sales went from 17% to 45% of the total, with peaks at back to school, autumn-winter, Black Friday and Cyber Monday. Returns down 37% (45% at Christmas). 4 collections launched.