Klout Consulting

Style Reform Blog Featured Image

Impact Marketer #41 – From Wholesale to D2C with Style Reform

Who is Style Reform

Style Reform is a small but mighty, woman owned, athliesure brand. They’ve been around for a few years, and we brought them on board in Klout about 90 days ago (at the time of this post).

The interesting business case with Style Reform is that they are a wholesaler pivoting to D2C and that’s where our paid ads strategy is focused.

How did the JLo post happen?

Style Reform has benefited from an unexpected photo of Jennifer Lopez (yes, the JLo) in Style Reform leggings. It turns out the JLo was introduced to the brand by her trainer, loved them and became a loyal customer. This is the type of organic sweetness that all brands would love to get and its really helped Style Reform grow.

Onboarding Style Reform

This was a tough (in a good way) client to onboard because the owner (Christy Teloh) knows her business in and out and grilled our team on basically every aspect of what we do and how we do it.

The key “ah ha” came recognizing the gap that Christy had built a great wholesale company, but didn’t have any marketing in the mix. This is where Klout came in to tie it all together

Difference between Sales and Marketing

Marketing is important because sales only happen after people understand your value proposition: that is the problem you propose to solve for them and how your product or service solves it. This is what marketing and branding are all about. Its how you create awareness and differentiate yourself from other brands and products

Sales is the techniques you use to close a deal with a customer. This is everything from a simple “buy now” button to all the complexity behind a consultative sales funnel process.

How did we get started with Style Reform?

Even though Style Reform was an established wholeseller, they needed to start from the beginning with D2C. So we implemented our “essential” campaigns – prospecting, retargeting and remarketing.

One of the most critical features that our process brings is consistentcy across ad management – this is a critical factor in success.

Bidding strategies: Lowest costs vs Cost Cap campaigns

Lowest cost bidding: you’re telling FB to make as many purchase as possible within the limit of daily spend. But you don’t tell Facebook what you want to pay for each conversion, so it varies (usually quite widely)

Cost Cap: you’re telling Facebook to find the largest volume of purchase for a set cost per purchase. This gives you much more control about how facebook spends your ad money.

The key point here – with Cost Cap, you’re able to sale your business with your bidding price (the amount you’re willing to spend per purchase) and not rely your overall budget allotment.

Critical points: you should always use lowest cost when you’re starting out a new business, new product or new campaign. However, once you have data and learning from the campaign and ad sets, you can switch to Cost Cap to scale more rapidly and predictably.

Going from Wholesale to D2C

How has the change form wholesale to D2C changed the fundamentals for Style Reform? We’ve maintained her wholesale business while increasing her D2C revenue dramatically.

The challenges to move forward and continue to grow:

  • Order fulfillment
  • Business process and automation

Lessons Learned

Never judge a company or client until you’ve peeled the onion and worked with them. There was some doubt about how this brand would work internally, but happily we’ve discovered that our process is a great fit and its been a win for everyone.

We’re excited to add this “sector” of businesses (wholesale to D2C) to our porfolio going forward!

Watch The Full Episode of Impact Marketer

This case study comes from Impact Marketer episode #041

Listen To The Podcast