Brownie turns richer product data into stronger growth with Mapp Fashion and Rocket

Founded in Barcelona in 2006, Brownie) designs fashion and accessories for teenagers and young-spirited women, with more than 600 employees and stores across nine countries including Spain, France, and Mexico.

Fashion brands rarely have one product data problem. They have three: paid media that needs sharper signal, a marketplace catalog that has outgrown manual upkeep, and a customer data strategy that needs firmer ground to stand on. (Brownie) faced all three at once. Rather than solve them one by one, (Brownie) partnered with Mapp Fashion, delivered through implementation partner Rocket, to build a single enriched product data foundation that could carry all three forward together.

Brownie was ready to get more out of its product data, and saw the same opportunity across three priorities at once:

• Paid media stood to gain from richer signal, opening the door to far more precise targeting.
• Marketplace listings were still being populated and maintained by hand, work the team was ready to scale beyond as the catalog grew.
• Customer data ambitions called for a richer, more structured product foundation to build on.

Rather than tackle these one channel at a time, Brownie set out to build a single foundation that could power all three at once.

Mapp Fashion’s product feed enrichment now sits at the center of Brownie‘s stack, feeding every one of its priorities from a single source.

Sharper paid media: The enriched feed gives paid channels richer signal to work with, so campaigns target shoppers with far more precision.

A better shopping experience on Shopify: The enriched data flows directly back into Shopify, with Rocket handling the technical implementation, so shoppers see richer product detail on-site, while no manual reformatting is required.A stronger marketplace catalog: The enriched feed flows into a feed management tool, which distributes the added product information to Brownie’s marketplaces, replacing manual upkeep with one scalable process.

Key reasons

• With 10+ years of expertise and more than 26,000 attributes, Mapp Fashion enriches product data at the source, building one structured feed that powers every channel instead of solving it channel by channel.
• The enriched feed ships in English and Spanish, matching Brownie's market without extra localization work.
• Mapp Fashion dashboards give Brownie granular, ongoing visibility into its product data, a new level of insight to work from.
• The Rocket partnership pairs Mapp's enrichment technology with hands-on operational support, from Shopify injection to paid media activation, so Brownie's team doesn't have to build it alone.
• The engagement supports Brownie's broader customer data ambitions, not just a single point fix.

Brownie’s‘s commercial team currently builds “Complete the Look” outfit recommendations by hand. The same enriched feed that powers today’s results opens the door to automating outfit building down the line, freeing the team to focus on the parts of the job that need a human eye.

Mapp Fashion is a fashion-specific product intelligence platform, built on a stylist-curated taxonomy of over 26,000 product attributes. It turns that deep product understanding into sharper search, personalization, and recommendations, and stronger performance across paid media, catalogue analytics, and inventory decisions, for fashion and eCommerce brands worldwide.

Rocket boilerplate, to be supplied

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