The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Michele Donnan Martin, a former executive of American Eagle Outfitters and Abercrombie & Fitch, will develop the multi-channel branding strategy targeting teenage consumers for the dELiA’s brand’s web, catalog and store operations.
Michele Donnan Martin, a former executive of American Eagle Outfitters and Abercrombie & Fitch, will develop the multi-channel branding strategy targeting teenage consumers for dELiA’s Brand’s web, catalog and store operations. She will report to dELiA’s Inc. CEO Robert Bernard.
“Michele is one of the true merchant talents in our industry, and I’m thrilled to have her join us to head the dELiA*s brand team-retail, catalog and web,” Bernard says. “We expect Michele’s leadership, creativity and experience in brand building to accelerate the progress we have made in establishing our brand and pursuing our multi-channel growth strategy. We believe her expertise, together with the other personnel changes we made this quarter, will enable us to improve our fashion content and execution, as well as continue the momentum with which we entered the holiday season.”
DELiA’s Inc, which also includes brands Alloy and CCS, sells apparel, accessories, footwear, room furnishings and sports equipment, targeting a customer base of mostly teenagers. DELiA’s is No. 90 in the Internet Retailer Top 500 Guide. Martin most recently led product design and development at Martin & Osa, an apparel brand that is part of American Eagle Outfitters Inc. Prior to American Eagle, she was vice president and general merchandise manager of women’s and girls’ clothing at Abercrombie & Fitch Co., where she was instrumental in launching that brand. Earlier, Martin worked in merchandising at J.Crew Inc. and Macy’s.