Female Opps: Reformation launches first-ever handbag line as digital spend skyrockets

Sales Lead: Popular fashion brand Reformation just launched its first line of handbags.

• The company also launched a corresponding campaign that features Camila Morrone, a star from Daisy Jones and the Six.
• The company will likely:
  • Pursue additional influencer partnerships
  • Keep increasing spend
• Target demographic: 
  • Female Gen-Z and millennials

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Reformation has spent roughly $674k on digital ads, more than triple the roughly $197.7k spent within the same 2022 timeframe.
  • YTD data: The company has earned around 104.6m digital impressions YTD via Instagram (66%), Facebook (26%), and desktop display (8%) ads.
  • Last year: In 2022, Reformation's estimated full-year spend of $1m reached 34% more than that of $744.7k in 2021.

Additional agency insights:

• Opportunity: Reformation may seek additional agency assistance to get the word out about its new products; get in touch soon to see.
• Current agency roster:
  • ​​​​​​​No current agency relationships yet confirmed

Insight Sources: Digital spend insights estimated by Pathmatics.

Contact:

• Mariel Natanawan: Manager, Lifecycle Marketing - mariel.natanawan@thereformation.com
• Olivia Poletti: Director, Brand Marketing - olivia.poletti@thereformation.com