Friday, 9 December 2022
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How GlamCorner has used digital marketing to go from startup to multi-million dollar business

Dean and Audrey Jones Dean and Audrey Jones

The relatively small step of undertaking programmatic, data-driven, content-curated email marketing delivery has made a big difference to fashion rental company, GlamCorner.

According to co-founder and CEO, Dean Jones, making an investment in email automation to provide a better and more personalised customer experience saw the channel’s contribution to revenue lift from 3 per cent last year to 8 per cent this year.

“In a year where revenue tripled in size, this has been an incredible improvement in this channel’s performance for us,” he told CMO.

GlamCorner was started in 2012 when Jones and his wife Audrey decided to revolutionise the way Australian women think about their wardrobes. With Australian women spending over $8 billion per annum on fashion, $500 million of which is spent online, they saw a need in the market for fashion rental.

Securing $4.2 million in Series A funding in July 2017, the couple, along with the growing team, are continuing to invest in new developments, front-end and back-end technology, as well as data analytics and reporting tool, Domo, for insight.

“We realised about six years ago that the average Australian woman only wears about one third of what’s in their wardrobe. Most women buy something for one occasion or one purpose and never wear it again,” Jones explained.

“This is a bad deal; it’s like buying a car for one trip, and a poor use of resources. To us, it felt really broken, especially in the age of social media where you can’t repeat outfits. We researched it and found six tonnes of clothing in Australia end up in landfill every 10 minutes. Australians are the second highest consumer of fashion and apparel in the world; we consume about 27-28 kilos per capita per year, second only to the US.”

The sharing economy

While some women tried to solve this problem by sharing clothing with family and friends, the network was pretty limited. So, as the share economy grew, ride sharing and Airbnb unlocked existing behaviour by creating a technology platform to fill a need, the Joneses built GlamCorner.

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