Roslyn Griner

In a little under 5 years, Addition Elle has transformed itself from a traditional brick and mortar plus size retailer to the Omni-Channel Fashion Powerhouse that is on the verge of being a global brand; Addition Elle signed global superstar Ashley Graham , created a lingerie line sold at Nordstrom and Dillard’s, developed blogger collaborations with Nadia Albouhosn, Nicolette Mason, and showcased collections at New York Fashion Week. Their fall F*This campaign generated buzz and broke through the clutter to capitalize on the body positive movement that is underlying the revolution happening in PLUS.

In this session, Roslyn showcases the underlying brand digital and social strategies that led to the incredible social consumer engagement and online performance (representing 13% of total sales):
• Learn about social media strategy for building engagement with Gen X and Millenial targets
• Understand use of traditional and digital media to acquire new customers and drive traffic
• Gain insights to leverage CRM in retention targets and digital communication
• Digitization and monetization of online catalogues