TOORALLIE
Autumn/Winter 2025
Marketing Analytics
Marketing Analytics
Toorallie is a Melbourne-based fashion brand shaping Australian Merino Wool into contemporary womenswear and menswear. The marketing strategy, tone of voice, and visual communication each assert the brand as an authority on knitwear; united by the aim to establish a new generation of customers, while strengthening existing customers’ loyalty.
Autumn Winter ‘25
Photography
Graphic Design
Marketing Strategy
Low-fi Video
Copywriting
Press & Gifting
Website
Electronic Direct Mail
Social Accounts
Flagship Store Windows & Signage
Wholesale Assets
I strategised the marketing plan for Autumn/Winter 2025 in coordination with the Directors, and worked closely with the Art Director to photograph seasonal campaigns.
AW25 is activated in-store and across the brand’s website, social, and electronic direct mail (EDM) channels. The Autumn Campaign launches the season in February, and the Winter Campaign is introduced in May to offer a fresh perspective of the capsule collection. The season is supported by projects which message the brand’s values and seek to establish a community: offering a storied narrative to contrast the dominant sales-led approach. AW25 draws to a close with an end of season sale in August.
Selection of significant AW25 projects which I strategised, designed, and activated include:
> ‘Win a $1000 Toorallie Wardrobe’ competition resulted in 10.7% growth in Instagram followers and 4.5% increase to EDM subscribers.
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5x Photoseries to express brand values, supporting key Autumn and Winter campaign assets. I led the ideation, art direction, photography, and activation including graphic design and copywriting.
> Redesigned e-commerce website header, footer, and product pages to visualise an external user experience audit for enhanced navigation and increased conversion.
> Organic press coverage with Broadsheet, and the Australia Wool Innovation.
> 5x Organic social media partnerships, notably with Connie Coa (98.4k followers) and Emma Hoareau (82.7k followers).
The AW25 season delivered:
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15.8% organic follower growth on Instagram
> 17.8% growth on EDM subscribers to achieve an average Open Rate of 56%; 15% Click-Through Rate; 8.5% Click Rate; 0.35% Conversion Rate across 60 campaigns from February to August 2025.
> Introduced a ‘Welcome Flow’ to new EDM subscribers to achieve an average Open Rate of 73.5%; 22% Click-Through Rate; 16% Click Rate; 4% Conversion Rate.
The Autumn/Winter 2025 season delivered strong results with exceptional visuals: successfully retaining existing customers while engaging a new audience through a competition, thoughtful community engagement, high value organic press coverage and select social media partnerships.
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