Creating an Emotional Connection With Your Customer

Launched in March 2013, Wildfang is an online and offline retailer serving up over 50 brands, including its own private label line, of women’s apparel for tomboys.

Featured in numerous publications such as The Guardian, The New York Times, and Vogue, Wildfang has quickly built a highly engaged tribe of fans, including numerous A-List celebrities and musicians like Kristen Stewart, Ellen Page and Janelle Monae.

At the NEMOA directXchange conference on September 14, Wildfang co-founder and CEO Emma Mcilroy will discuss how Wildfang is building a movement of badass women through a balanced use of emotional connection and consumer insights.

In a competitive ecommerce marketplace, Mcilroy said Wildfang’s goal is to know its customer better than anyone else does. But Mcilroy adds that it’s not one dimensional: It’s not just about the products she busy from Wildfang, but where she likes to hang out in her free time, which celebrity she cases about, which topics in the news matter the most to her, and more.

“I think Wildfang has been successful in a number of ways, but first and foremost with building an emotional connection with a tribe of people who love us and want to be a part of our mission and our movement,” Mcilroy says in the above video.

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