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Jan 26, 2021
Total Retail: FabKids Shifts Content Marketing Strategy With the Help of Influencers
Jan 26th, 2021
In episode 282 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Maggie Dawkins, vice president of merchandising, design, planning, and production at FabKids, the largest membership-based children’s apparel and shoes brand. Listen in as Dawkins discusses the history of the brand and her role with the company, how the COVID-19 pandemic has impacted FabKids, and the creative solutions the brand implemented to solve for those challenges.
In addition, Dawkins shares how FabKids’ content strategy shifted at the beginning of the health crisis to help the brand stay relevant to kids and parents, how influencer marketing helped to drive sales and connect with consumers, and how the brand coordinates marketing efforts with its influencer parents and kids. Lastly, Dawkins explains how FabKids’ influencer program has grown in recent months as everything moved virtual, how partnering with influencers is shifting the retailer’s content marketing strategy long term, and the business benefits FabKids has realized from its work with social influencers.
Maggie Dawkins serves as vice president, merchandising, design, planning and production of FabKids. Maggie is a bottom-line oriented retail professional with a strong record in building businesses and delivering results. With a balanced approach across strategy/analytics and product assortment, she thrives on building teams and developing people. Maggie currently resides in the San Francisco Bay area.