How Do You Buy?

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Privileged & Confidential
Programmatic at TechStyle:
What Do We Value?
Jarod May: Global Fashion Brands + Media Chief of S...

Confidential 2
Agenda
• What is TechStyle Fashion Group?
• What is TechStyle’s Programmatic goal?
• Two evaluating factors...

Confidential 3
TechStyle Fashion Group?
A. Clothes are designed digitally?
B. Pics of technology on clothes?
C. Various Fa...

Confidential 4
TechStyle Fashion Group?
C. Various Fashion Brands, E-Commerce?

Confidential 5
TechStyle Fashion Group?
Founded in 2010. 5 Separate, E-Commerce Subscriptions.
Sold in 10+ Countries

Confidential 6
TechStyle Fashion Group?
5 Million Monthly
Members
Shoes + Apparel
$1 Billion in Sales
(2020)

Confidential 7
What about the
TechStyle
Media + Acquisition
Team structure?

Confidential 8
TFG Media + Acquisition Structure?
Our In-House
Media +
Acquisition
Rockstars
*
*66% of Team
approximately

Confidential 9
TFG Media + Acquisition Structure?TFGM+A
Fabletics
JustFab
ShoeDazzle
Data Analytics
Creative +
Design
Medi...

Confidential 10
TechStyle Programmatic Goal?
Average 1st
Order Value?
Lifetime
Value? Cost Per
Acquisition?
Cost Per Page
...

Confidential 11
TechStyle Programmatic Goal?
Average Order
Value?
Lifetime
Value?
Cost Per Page
Land?
Cost Per Click?
Cost...

Confidential 12
TechStyle’s Two
Programmatic
Values?

Confidential 13
Two Evaluating Factors
Time
Short-Term Time Questions
• How long will the campaign setup take?
• Audience ...

Confidential 14
Two Evaluating Factors
Depth of Data
Cut in two semi-equal parts…
bad data
Perfect craftmanship…
good data...

Confidential 15
TechStyle’s
Programmatic
Buying Strategy
TechStyle only
focuses on CPA
Programmatic is
complex

Confidential 16
TechStyle’s Programmatic Buying
Programmatic is
complex

Confidential 17
TechStyle’s Programmatic Buying
Stage 1:
Collection – 20%
• Limited
budgets
• Limited
targeting to
collect...

Confidential 18
TechStyle’s Programmatic Buying
Ad group
segmentation
• ~100+% more
ad groups
YOY, ~50+%
less spend
per ad...

Privileged & Confidential
Thank you!
Jarod May: Global Fashion Brands + Media Chief of Staff, Head of Programmatic
August ...

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