How Showpo is using brand data to turn intuition into evidence to fuel its global strategy
When Australian fashion powerhouse Showpo set its sights on global growth, one question led the charge: how can it prove its brand-building efforts are working, not just locally but across markets?
By strategically pairing their creative instincts with Tracksuit’s brand tracking, Showpo was able to connect real-world activity – using influencer-led activations, cultural events, and social first campaigns – to measurable growth in brand curiosity and awareness. The result? A fresh wave of engagement from the next generation of fashion fans.
This approach reflected Showpo’s commitment to blending creativity and insight – proving that bold brand work can be both emotional and evidence-based.
Topline impact
• A statistically significant 7% uplift in “investigation” among 18–34-year-olds — a clear sign that younger audiences were actively seeking out the brand.
• A direct correlation between high-impact moments (like Grace Jackson’s influencer edit and Coachella activations) and sharp brand movement.
• Brand reporting shifted from quarterly summaries to monthly pulse checks, helping the team act faster and plan smarter.
• “The data’s been really helpful to inform decisions, not just short-term but planning all the way to 2026,” said Jessica Dang, Head of Brand at Showpo.
The business challenge
Showpo has built its brand on a powerful idea: confidence, fun, and accessibility in fashion. But as it expanded into the U.S. and refocused toward younger consumers, the team wanted more than social metrics and sales spikes to validate success. The team set out to build ongoing visibility into brand health: something simple, scalable, and powerful enough to guide global decisions.
“We brought on Tracksuit to really support all the decisions we’re making, not only in Australia but in the U.S.,” said Dang. With a packed year of campaigns and event activations ahead, the brand needed to know if those cultural plays were doing more than driving short-term buzz.
Insight from Tracksuit data
Showpo’s Tracksuit dashboard revealed what every marketer dreams of: tangible proof that their brand work is resonating. Within months, the team saw a statistically significant jump in “investigation” among 18–34-year-olds – up from 32% to nearly 40%. In a category where movement is often slow, this early lift proved their pivot toward a younger audience was hitting the mark.
“That investigation result is a big win,” said Tracksuit’s Rachel O’Loughlin. “It’s rare to see customers achieve that kind of movement so quickly.”
Decision and action taken
Armed with data that went beyond “gut feel,” Showpo shifted its approach. The team began using audience filters to analyze performance by age group, identifying that 25–34-year-olds were especially responsive to campaign activity. Brand reporting became a monthly ritual, helping marketers identify wins, spot opportunities, and feed insights directly into campaign planning.
These insights are now baked into Showpo’s roadmap – shaping major moments like its 15th birthday celebration, Black Friday activations, and future ambassador programs designed to lift preference and consideration.
Outcome
Tracksuit gave Showpo more than numbers – it gave them confidence. With clear evidence linking their creative campaigns to brand performance, the team could plan long-term, report faster, and invest with conviction.
By blending data and brand instinct, Showpo turned curiosity into growth. “It’s been great seeing the data back up what we’re feeling in market,” said Dang. “Now we can build our next steps around insight, not assumption.”
Key Takeaways
• Brand health tracking turned intuition into evidence.
• A 7% uplift in investigation confirmed Showpo’s push toward younger audiences.
• Monthly data checks helped keep brand strategy agile.
• Insights now shape key investment decisions through 2026.
