Julie Lefkowitz is the Vice President of Global eCommerce and Digital Marketing at Ramy Brook, a contemporary women’s wear brand. Julie has a background in biotech, but her true passion lies in fashion. With experience at Urban Outfitters and Opening Ceremony, Julie joined Ramy Brook, quicky transforming the business from one focused mainly on wholesale to a brand with a strong DTC presence. DTC now makes up 50% of Ramy Brook’s revenue – now that’s some results.
Who is Solve?
Solve is the data engine for e-commerce. We are the first real time data warehouse and CDP platform that is owned by the customer as opposed to 3rd party SaaS.
Solve’s team are primarily based in NZ with a mixture of Kiwi and US based founders including Guy Horrocks, Neil Capel and Nick Gundry.
We’re working with brands like Ramy Brook to help them make smarter decisions and accelerate revenue growth through first-party data collection.
Guy Horrocks, Co-Founder of Solve
What is the podcast?
We started the Solve KYC: Know Your Customers podcast to give a behind-the-scenes look at how some of the best DTC brands succeed. We’re focused on inspiring stories but also want to share insights and tips on how founders and leaders are building their businesses.
Highlights from the episode
1. Focus on profitability metrics
When you’re a start-up or business with less capacity for sophisticated marketing models, it’s important to focus on profitability metrics.
“ROAS, CPA, contribution profit after marketing costs, CAC and lifetime value are good metrics to focus on to make sure you aren’t doing unprofitable acquisition”
2. Data can be key for new product development
Julie uses data to develop exclusive products and ensure that stock and sales remain in sync. Ramy Brook is running an efficient business and meeting customer demands. Online exclusivity also makes sure Ramy Brook can own the end customer.
“About 30% of our stock and 30% of our sales is exclusive product. This tells me we’re developing product that ‘she’ likes and we’re buying appropriately and of all the places to buy Ramy Brook, we have the broadest assortment”
3. Increase profitability through customer loyalty tiers
Separating your customers into different loyalty tiers ensures you are marketing the right products to the right people. It also allows you to create “lookalike audiences” to acquire new customers. (P.S. Solve can help with this!)
“We seperate our campaigns into tiers of lifetime value potential. For example, in the tier 1 audience we present the super flashy product with a higher price point and in the tier 3 ads we present our core product that is at our entry price point”
Interested in leveraging your data like Ramy Brook? Please get in touch with us for a chat here.
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