Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Case Study: A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site Experience

by Nettie Hartsock  |  
June 3, 2008

Company: Sydney's Closet
Contact: Phyllis Brasch Librach, President and Founder; Erin Delanty, Internet Marketing Director
Location: Maryland Heights, MO
Industry: Retail, Online
Annual revenue: Confidential
Number of employees: 5

Quick Read:

In 2003, Phyllis Librach launched a Web site dedicated to providing plus-size prom dresses. Personalization has always been an underlying goal for Librach, who started the site after seeing her plus-size daughter attempt, in vain, to find a prom dress. "In a world where thin is in, I found it agonizing and unfair that millions of teens and young women like my daughter were fashion-starved for plus-size formal wear."

Since its launch, the company has significantly expanded its product selection by offering plus-size formal dresses for black-tie events, weddings, and cocktail events. In 2008, it introduced casual dresses. Its most significant merchandising strategy was the creation of Sydney's Closet Executives, a specially designed collection of dresses sold under the "Sydney's Closet" label.

By expanding its product line to include plus-size formal wear for occasions beyond proms, the site attracted a significantly wider demographic, ranging in age from 15 to 80.

The site attracts 10,000 to 25,000 unique visitors a day from all over the world. The company has recorded double-digit growth in revenue every year since its launch.

Despite those successes, shopping-cart abandonment had increased; moreover, the company did not know how to segment its growing visitor traffic and had difficulty personalizing the site experience.

To resolve those issues, Sydney's Closet in 2006,  tapped Quebec-based online marketing solutions provider Sitebrand to assess visitor traffic, identify problem areas, and expand opportunities for sales.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this marketing case study ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
3 rating(s)

Add a Comment


  • by lana Tue Jun 3, 2008 via web

    To the point and valuable lessons learned. Also, provides resources for those interested and proves that in a crowded marketplace of messages, people will respond when the message is relevant to them.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!