How data drives decisions at TechStyle

TechStyle, known for its portfolio of brands including Fabletics, Just Fab, Shoe Dazzle and Savage by Fenty, has built one of the most data-driven strategies in the industry. Its membership model that rewards customers with better pricing and promotions also enables it to more deeply understand customer preferences and behaviors, and TechStyle uses that data to create better products, more engaging content and reach customers more effectively. To learn more about the company’s unique model and where it’s headed in the future, the Retail Gets Real podcast team talked with Laura Joukovski, president of global fashion brands for TechStyle, while at NRF 2020: Retail's Big Show.

When it comes to how companies can become more data-driven, Joukovski recommends breaking down really drives the business. “Keep it anchored on the outcome that you're looking for, and then really try to use that to be a little experimental and test and try new things,” Joukovski says. “Whether it's designing new merchandise or new fashion or whether it's trying out a new ad campaign, we try and we test and we see what moves the needle.”

Listen to the full episode to learn more about how membership platforms work, using customer data in a smart way, creating relationships with influencers and the benefit of physical retail stores for a brand born online.