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Chameleon Collective’s Comprehensive Transformation with Francesca’s

Three women standing and smiling against a light pink background. The woman on the left wears a pink lace two-piece outfit from Francesca's, the woman in the middle wears a white dress with a high slit, and the woman on the right wears a pink crop top and matching midi skirt.

Case Study

Challenge

Emerging from bankruptcy, Francesca’s, a renowned fast fashion brand, stood at a crossroads. Not only did the brand grapple with sagging support in handling its paid social channels, but they also faced an immediate void with sudden vacancies in pivotal leadership roles – the CTO and VP of eCommerce. As performance metrics in key areas like organic search and email marketing took a nosedive, and paid media’s effectiveness diminished, Francesca’s was in dire need of a thorough overhaul to steer it back to success.

Chameleon Collective’s ethos is rooted in deep integration within a client’s ecosystem, thus ensuring we’re not just consultants but extended stakeholders. Harnessing this principle, we embarked on a multi-pronged resurgence strategy for Francesca’s.

Lead

Through Chameleon Collective’s CLEAR (CxO Lead Evaluation and Recommendations) process, we began by diagnosing and prioritizing the pivotal opportunities within.

In the face of leadership vacancies at a critical juncture, Francesca’s needed decisive, strategic leadership. Chameleon Collective responded by embedding a VP of eCommerce, CTO, and VP of Growth marketing into Francesca’s framework.

Our interim CTO spearheaded the effort to streamline technical and business roles, with a keen emphasis on bolstering the customer experience and realigning KPIs. With swift, impactful decisions, the leadership of all tech providers was harmonized, and major defects were systematically addressed and rectified.

Parallelly, the VP of eCommerce took charge of the dire Q4 situation. Realigning teams and prioritizing tasks based on business impact ensured a quick turnaround. Such timely and decisive action prompted the board to solicit our guidance in crafting a digital roadmap, aiding Francesca’s transition into a dominant omnichannel merchant.

Lastly, our VP of Growth Marketing, backed by robust data analysis, identified performance bottlenecks and spearheaded the creation of a comprehensive media strategy, optimizing tools and manpower to bring about the desired transformation.

Storefront of Francesca's with a hanging sign featuring the store's name. The sign, embodying a blend of simple and modern design, is attached to a cream-colored wall. Part of a palm tree is visible on the left side, capturing Francesca's transformation from brick-and-mortar to an eCommerce-savvy brand.

Deliver

While leadership set the direction, execution necessitated a broader skill set. Our specialized team – encompassing paid social and search experts, CRM mavens, SEO specialists, and adept copywriters – delved deep into implementation.

We rejuvenated the paid social marketing strategy and converted a rudimentary email marketing approach into a nuanced, segmented communication strategy. Discovering an oversight where in-store collected email addresses were sidelined, our team swiftly addressed this, maximizing audience reach. Our technical expertise didn’t wane either, with our interim Chameleon CTO overseeing a revamp of Francesca’s backend systems, setting the stage for seamless integrations and efficient processes.

Recruit

Recognizing the strategic importance of the right personnel in sustaining Francesca’s resurgence, our team leveraged its deep involvement in the brand’s workings to fast-track recruitment. This inside-out understanding ensured not only rapid placements but also the right fits. From the VP of eCommerce – a position other firms struggled to fill – to other crucial roles, Chameleon Collective ensured that Francesca’s was armed with the best in the industry, ready for the challenges ahead.

Impact

Francesca’s resurgence under Chameleon Collective’s guidance was nothing short of stellar. Immediate rectifications led to a consistent and notable surge in online sales. Paid social channels experienced a 408% YoY revenue jump with a mere 233% hike in expenditure.

Revitalized strategies saw organic search metrics doubling in just 45 days. The enhanced email strategy, bolstered by the integration of previously neglected data and the addition of SMS tools, drastically uplifted channel performance.

But numbers tell just part of the story. As Traci Graziani, VP of Marketing at Francesca’s notes, “Working with Chameleon is a seamless experience…Their hands-on, action-oriented approach is what truly set them apart.”

In Chameleon Collective’s comprehensive approach, Francesca’s not only navigated rough waters but emerged as a rejuvenated force in the fast-fashion industry.

408%

YoY revenue jump

Related Chameleon Team Members

Brittany MacBeth

Brittany MacBeth

Data Analytics

Brittney Kleinfelter

Brittney Kleinfelter

Search Marketing Director

Caleb Ludwick

Caleb Ludwick

Brand & Messaging Director

Freddie Laker

Freddie Laker

Chief Digital Officer

Ilan Tito

Ilan Tito

Head of Ecommerce

Johnny Cate

Johnny Cate

Copywriter

Julie Znoy

Julie Znoy

Interim CRM Director

Melissa Pacheco

Melissa Pacheco

Executive Recruiter

Radha Badani

Radha Badani

Brand & Consumer Strategy

Sean MacBeth

Sean MacBeth

Marketing & Growth Executive

Tasha Blackman

Tasha Blackman

Interim Marketing Leader

Tom Dehnel

Tom Dehnel

Senior SEO Consultant

Victoria Martinez

Victoria Martinez

WordPress Developer

Vu Pham

Vu Pham

Data Scientist

Insights From Our Collective Lens

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