Female Opps: Princess Polly launches first US store to kick off expansion (Score 56)
Sales Lead: In its latest move toward global expansion, apparel company Princess Polly (PP) recently opened a store in LA.
- The store will host events that will involve experiential advertising such as influencer meet-and-greets, styling workshops, and product launches.
- PP also invests in brand partners; it recently teamed up with Pacsun.
- The company will likely:
- Launch a new campaign, likely locally in and around LA
- Pursue additional experiential opportunities, influencer sponsorships, and brand partnerships
- Continue increasing digital spend
- Seek new agency partners
- Target demographic:
- Gen-Z and millennial women
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: PP has allocated roughly $379 toward national TV commercials YTD.
- Last year: The company allocated around $484 in 2022.
- 2023 ad programming: PH's 2023 commercials have aired during Sportsman's Adventures and NHL Hockey.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, the company has spent approximately $781.5k on digital ads, already almost double the approximately $418.5k spent by this point last year.
- YTD data: PP has earned ~103.1m digital impressions YTD via Instagram (47%), Facebook (29%), YouTube (22%), and desktop display (2%) ads.
- Last year: The company's estimated full-year 2022 spend of $607.4k reached more than double that of $295.1k in 2021.
Additional agency insights:
- Opportunity: Reach out soon to see if PP seeks new agency partners as it continues pursuing expansion.
- PR/communications hires are especially likely since the company is focused on bolstering brand awareness.
- Current agency roster:
- No current agency partners yet confirmed
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
