Francesca’s Traci Graziani on merging in-person experiences with digital

Francesca’s VP of marketing Traci Graziani shares what she thinks the future of retail will be, Taylor Swift and Beyoncé’s effect on sales, and how a Dolly Parton quote influences her perspective.

 

Episode Transcript Francesca's, Traci Graziani 

Please note, this transcript  may contain minor inconsistencies compared to the episode audio.

Damian Fowler: (00:01)

I'm Damian Fowler.

Ilyse Liffreing: (00:02)

And I'm Ilyse Liffreing

Damian Fowler: (00:03)

And welcome to this edition of the current podcast.

Ilyse Liffreing: (00:10)

This week we sit down with Traci Graziani, the VP of Marketing and Brand Partnerships at Francesca's, the fashion retailer specializing in women's jewelry and apparel.

Damian Fowler: (00:21)

Founded in 1999 in Houston, Francesca has grown into a household name with stores across the U.S. But like many mall-based retailers, the company faced serious challenges during the pandemic when foot traffic stopped.

Ilyse Liffreing: (00:34)

But since 2020, the company has turned its fortunes around becoming a successful omnichannel business.

Damian Fowler: (00:41)

Tracy joined the company in 2021 after a more than 15 year career in marketing where she specialized in helping brands identify their purpose, craft their story, and deliver successful campaigns.

Traci Graziani: (00:58)

I grew up in marketing, I grew up in digital advertising and it was a, I was there with a digital marketing firm called Resource for 11 years in my career. They were an independent women owned agency who was talking about being customer obsessed before anyone else. But I started by answering the phones and getting the flowers and just like learning and absorbing. And so I just fell in love from the beginning. I, I worked with a handful of clients over the years. You name a client or an industry, I've probably worked on that account from a communications or a marketing standpoint and ultimately that's what got me brand side. 

Damian Fowler: (01:39)

I love that it's very entrepreneurial view from the very beginning, from the get go as you would say. And you know, one of your sort of specialties as a marketer is that ability to help brands identify their purpose and craft their story. What's your sort of dynamic when you start that whole process?

Traci Graziani: (01:55)

Can I quote Dolly Parton who's behind me here on the wall? 

Damian Fowler: (01:59)

Oh yes. Please.

Ilyse Liffreing:

Yes you can.

Traci Graziani: (01:59)

Okay. She says Find out who you are and do it on purpose. And I believe that as a human and I believe that as a marketer. And so I think that's really what's carried me through and I think that one of my biggest beliefs is that one of the key KPIs that we all need to be looking at and continue to look at is trust. I mean I th