Female Millennial, Gen-Z Opps: Richer Poorer has been acquired by Francesca's (Score 21)
Sales lead: The acquisition will affect the brand's marketing strategy & may lead to agency hires. .png)
- Richer Poorer (RP) was acquired by Francesca's Holding Corp in April 2023.
- The financial details have not been made public.
- Francesca's DMs reportedly believe this will help it bolster its product offerings & reach Gen-Z and millennial women more effectively.
Target demographic: Female Gen-Z & millennials
Now that it is under new leadership, the company will likely:
- Continue increasing ad spend
- Revise marketing strategy
- Seek agency partners
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: RP spent approximately $498.7k on digital display ads YTD, a significant increase from $108k spent in this channel during the same time period of 2022.
- YTD data: 71.7m impressions via Instagram (85%) and Facebook (15%).
- 2021-2022 spend: Full-year spend fell by 48% from $676.2k in 2021 to $350.4k in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.
Agency analysis:
- Opportunity: Reach out now to see if you can pick up some of RP's business.
- It does not have any existing agency relationships to the best of my knowledge.
Insight Sources: Digital spend insights estimated by Pathmatics.
