Athleta, a brand nearing $1 billion, moved its creative in-house not due to agency frustration, but to optimize brand consistency and speed. CMO Sheila Shekar Pollak discusses Athleta's comprehensive omnichannel strategy, emphasizing the critical role of in-store events in community building and customer engagement, alongside their broader marketing mix to drive growth and loyalty.
Key takeaways
In-house creative can enhance brand consistency and speed to market, even if external agencies perform well.
Brick-and-mortar stores can be leveraged beyond sales points through experiential marketing and community-building events.
An effective omnichannel strategy seamlessly integrates online and offline customer experiences, driving stronger engagement.
Successful brands prioritize community building and customer engagement through initiatives that extend beyond product features.
Measuring marketing success involves a clear understanding of KPIs and adapting strategies for high-growth brands.
In the last year, Athleta, the women's workout wear brand owned by Gap Inc., has taken its creative in-house for its content creation efforts. Athleta CMO Sheila Shekar Pollak discusses the marketing mix for the brand that is on its way to becoming a $1 billion business, the importance of in-store events, omnichannel marketing and more.
