CREATIVE DIRECTOR + BRAND STRATEGIST
OMGIRL
Role: Brand Strategy + Creative Director
Site: omgirl.com
Omgirl is a Los Angeles based luxury yoga and athleisure brand known for its elevated fabrics, effortless style, and strong celebrity and retail following. I joined during a critical business transition and led the brand strategy and creative transformation that shifted the company from a wholesale-dependent model to a direct-to-consumer ecommerce business.
SEE CASE STUDY BELOW
STANDOUT METRICS
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3× Revenue Growth
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75% Wholesale Revenue Decline
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First DTC Ecommerce Channel
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Saks Fifth Avenue Partnership
OMGIRL | CASE STUDY
The Challenge
Omgirl entered a period of significant business disruption when wholesale revenue declined by 75% within two to three months. The brand had established customer recognition and strong retail relationships, but no ecommerce presence or direct relationship with its audience.
The immediate challenge was to create a new path to revenue while elevating the brand beyond its existing wholesale model.
The Insight
Omgirl had existing brand equity and customer affinity that could be leveraged directly. The opportunity was not simply to create an ecommerce website, but to transform how the brand connected with its customers, communicated its value, and generated revenue.
A direct-to-consumer strategy could create a new owned channel while strengthening the overall brand experience and reducing dependence on wholesale.
The Strategy
Develop and implement a DTC strategy that brought brand, ecommerce, customer acquisition, retention, and content together as one cohesive customer experience.
The approach focused on establishing Omgirl's first ecommerce operation, elevating the brand for a digital audience, reaching new customers through paid social, and strengthening relationships with existing customers through consistent email marketing. Truck shows and warehouse sales provided additional revenue while the ecommerce channel was being established.
The Solution
I developed the brand strategy and led the creative direction and execution of the company's transition to ecommerce, including the digital brand experience, website design, content direction, social advertising, email strategy, and customer-facing communications.
I also directed marketing investment, contributed to product development across two collections, and supported strategic retail relationships including Saks Fifth Avenue and Barefoot Yoga Co.
The Outcome
The transformation established Omgirl's first direct-to-consumer revenue channel and tripled company revenue within the first year. The brand expanded its direct relationship with customers while maintaining and strengthening its broader cultural and retail presence through social media, editorial coverage, celebrity visibility, and strategic partnerships.
