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CASE STUDY
be seen.
Karen Kane: Karen Kane Increases Revenue
68% with ChannelAdvisor Digital Marketing
COMPANY OVERVIEW
Karen Kane is one of the most respected names in women’s apparel,
synonymous with style, comfort and sophistication. Karen Kane was created in
1979 by Karen Kane and her husband, Lonnie Kane, who started the company
out of their garage in Studio City, Calif. After launching a successful zebra
silk-screen design, the design firm made more than $1 million in its first year of
business and moved to a new office in Los Angeles. Due to steady growth and
profitability, Karen Kane now operates in a 130,000 square foot state-of-theart facility in Vernon, Calif., with corporate showrooms in Los Angeles, New
York and Dallas. Karen Kane’s collections are featured in department stores
and specialty boutiques nationwide. It wasn’t until 2010 that Karen Kane
launched its online lifestyle and shopping destination. Now, all of the designer
SITUATION
When the Kane’s son, Michael Kane, joined the family business as director
of marketing, he wanted to focus on increasing its online presence to grow
the company. “When my parents asked me to join the Karen Kane team, I
knew that e-commerce was a big part of what I wanted to change about the
company,” said Michael Kane. “We really didn’t have a large presence online,
and e-commerce only made up about 2% of our business.”
For Karen Kane to expand its brand exposure and capture more sales, it
needed to increase its online presence and focus on e-commerce as an
avenue for growth. After launching its online store, the company found it
challenging to get traction for the brand online and struggled to keep up
with the frequent changes that occur on the various online channels. With
an incredibly prosperous history in-store, Michael Kane needed to make the
necessary adjustments to develop a successful online strategy for Karen Kane.
Location: Los Angeles, California
URL:
www.karenkane.com
Industry:
Clothing, Shoes
& Accessories
with
“ Working
ChannelAdvisor has
been eye-opening for me
and revolutionary for our
online business. We have
connected with a whole new
generation of shoppers who
may not have discovered
us in stores and are now
finding us online.
“
collections are available online at www.karenkane.com.
- Michael Kane
Director of Marketing
Karen Kane
SOLUTION
Karen Kane evaluated how to optimize its online presence, and ultimately
decided that ChannelAdvisor Digital Marketing was the solution. By using
ChannelAdvisor’s technology, the company’s products are more visible to
consumers online. When Google shifted from product search to Google
Shopping, many of Karen Kane’s customers began visiting the website through
paid search and purchasing products through Product Listing Ads on Google.
Additionally, ChannelAdvisor Digital Marketing helped Karen Kane track
customer behavior online so that the company could modify its strategy to
reach new customers and optimize the process to increase conversion.
RESULTS
“With ChannelAdvisor Digital Marketing, we accelerated our online advertising
strategy,” said Michael Kane. “We are now finding new customers online,
getting our placements in the right locations and making sure the right people
are seeing our ads. With the support of ChannelAdvisor, we can now be more
aggressive with our online business strategy.”
E-commerce now comprises about 20% of Karen Kane’s total business,
up from 2% when Michael Kane first joined the company. In the past year,
KarenKane.com’s revenue increased 68%. After discovering the opportunity to
grow with digital marketing, the design firm is now taking its online business
strategy to the next level.
“Working with ChannelAdvisor has been eye-opening for me and revolutionary
for our online business,” said Michael Kane. “We have connected with a whole
new generation of shoppers who may not have discovered us in stores and are
now finding us online. It has been exciting to hear how people recognize the
brand, yet have never seen it in a store.”
Copyright 2014 ChannelAdvisor Corporation. All rights reserved.
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ChannelAdvisor
Solutions
✓ Digital Marketing
Ensure your products are front and center across
the internet by bringing all the elements of digital
marketing under one umbrella. ChannelAdvisor
Digital Marketing increases your visibility on global,
local and mobile search engine results pages
through Google Product Listing Ads, paid search
and comparison shopping engines; keeps consumers
engaged through retargeting and affiliate networks;
and introduces your products on social media sites
such as Pinterest and Facebook.
Marketplaces
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