How francesca’s is Optimizing Holiday Marketing, Informing 2023 Strategy

Mark A. Carlson

In episode 381 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jann Parish, chief marketing officer at francesca’s, a leading women’s clothing boutique with nearly 500 U.S. retail locations and a robust e-commerce platform. Parish discusses the consumer behavior she’s seen from francesca’s shoppers during this holiday season (1:33), how her marketing team is staying nimble to optimize strategy around changing behavioral trends (2:55), and the retailer’s Franki by francesca’s girls and tween brand (4:24). She discusses how francesca’s is adapting its product and marketing to the extended holiday season (5:57), and how external challenges such as inflation and supply chain disruption influence the messaging the retailer is bringing to market (7:35).

In addition, Parish shares how francesca’s is using both historical data from past holiday seasons and new loyalty program data to influence this year’s marketing strategy (9:45), as well as what her team is doing to capture last-minute holiday shoppers (11:36). Lastly, she details how francesca’s will evaluate learnings from the holiday season to inform 2023 strategy across the organization (15:00).

As chief marketing officer at francesca’s, Jann Parish oversees e-commerce, marketing and communications functions for the brand, including customer loyalty, brand partnerships, talent ambassadors, and media. Parish brings nearly 20 years of regional and global management experience to her role, including positions at Tommy Hilfiger, Calvin Klein, and Victoria’s Secret. Most recently, she served as the CEO at GLU Girls Like You, a teen-focused clean beauty and wellness company. Parish has a proven track record in successful brand development, marketing, and e-commerce by building multifaceted teams and honing in on the balance of analytics and creativity to bring brand vision to life.

Throughout her career, Parish has been honored as Forbes CMO Next 50 Most Disruptive Marketers, High Times Female 50, and Brand Innovator’s 100 Most Innovative Women in Brand Marketing. In her personal life, she is an advocate for women and children empowerment, serving on the Women’s Board for the Columbus Museum of Art and on the Horizon Member and Marketing Board at Safe Horizon. Parish has a BA from Texas Christian University with a Bachelor of Business Administration in International Marketing and a minor in French. Parish and her family currently reside in Columbus, Ohio.

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