The Oodie - Weekly Performance Report

the oodie - weekly performance report - confidential

The Week at a Glance

A solid winter ramp-up week with revenue hitting $286,400 across all regions - up 16.2% WoW as cooler weather drives demand across Australia and the UK simultaneously. The Hello Kitty Collection continues to outperform all licensed drops this year, now accounting for 18% of total revenue. However, AU fulfillment delays are creating a 4.2-star review trend (down from 4.6) - 23 negative reviews this week specifically mention shipping times. The mobile app is delivering strong results with a 134% higher conversion rate than web and 37% higher AOV, but app install growth has slowed to +2.1% WoW (down from +6.8% last month). Push notification opt-in rate remains strong at 50.6%.

Global Revenue

$286,400

+16.2% WoW

Orders

3,820

+14.8% WoW

AOV

$74.97

+1.2% WoW

Sessions

481K

+12.4% WoW

Conversion

0.79%

+0.04pts

App Conv.

1.85%

134% vs web

Email Rev

$54,400

19% of total

Return Rate

4.8%

+0.6pts

Revenue by Category

Licensed +28%

Wearable Blankets

$143,200

Licensed Collabs

$51,550

Sleepwear + Robes

$40,100

Slippers + Footwear

$28,640

Kids

$22,910

Revenue by Region

UK +24% WoW

AUSTRALIA

$128,880

45% of total - +12% WoW

UNITED KINGDOM

$80,190

28% of total - +24% WoW

UNITED STATES

$48,690

17% of total - +8% WoW

REST OF WORLD

$28,640

10% of total - +14% WoW

UK growth is accelerating as autumn sets in across the northern hemisphere. This is the optimal window for UK-targeted Meta campaigns - the 4-week period before UK clocks change historically drives 32% of annual UK revenue.

Top Products

Hello Kitty leading

Product	Category	Units	Revenue	WoW
Hello Kitty Oodie Licensed - Sanrio Collab	Licensed	680	$51,000	+32%
Classic Black Oodie Sherpa Fleece - Core Range	Blankets	520	$36,400	+1%
Avocado Oodie Flannel + Sherpa - Bestseller	Blankets	410	$28,700	+8%
Oodie Sleep Tee Cotton Blend - New Category	Sleepwear	380	$15,200	+44%
Snoopy Oodie Licensed - Peanuts Collab	Licensed	320	$24,000	-12%
Oodie Slippers Sherpa - Matching Sets	Footwear	440	$15,400	+18%
Kids Rainbow Oodie Kids Range - Gift Category	Kids	290	$14,500	+22%

Channel Performance

Channel	Sessions	Revenue	Conv.	ROAS
Meta Ads (Global)	186,000	$88,780	0.62%	3.2x
Organic Search	112,000	$54,820	0.94%	Free
Email + SMS	48,600	$54,400	2.4%	38.2x
Mobile App	32,400	$42,800	1.85%	Free
Google Ads	62,000	$28,600	0.72%	2.4x
TikTok Ads	28,000	$11,200	0.48%	1.6x
Direct / Brand	12,000	$5,800	1.1%	Free

Mobile app continues to be the highest-converting owned channel at 1.85% (134% above web). TikTok Ads are underperforming at 1.6x ROAS - consider shifting to organic TikTok content strategy, which drove stronger results for similar DTC brands this quarter.

Alerts

AU Shipping Delays Driving Negative Reviews - 23 This Week

Average review score dropped from 4.6 to 4.2 stars this week. 23 of 31 negative reviews specifically mention shipping delays or tracking issues. The Bleckmann fulfillment partnership appears to have a bottleneck in the AU warehouse. Immediate action needed - each 0.1-star drop in review score correlates to approximately 2.4% lower conversion rate. Estimated impact: $6,800-$9,200/week in lost conversions.

TikTok Ads at 1.6x ROAS - Below 2.0x Target

TikTok paid spend of $7,000/week returning $11,200 in revenue. The creative is stale - the top-performing ad has been running for 18 days without refresh. TikTok creative fatigue sets in at 10-14 days for DTC brands. Refresh with UGC-style unboxing content or pause and reallocate to Meta retargeting which runs at 4.8x ROAS.

App Install Growth Slowing - +2.1% WoW (Was +6.8%)

The mobile website banner is still driving the majority of installs, but creative fatigue on the banner is likely. Test a new incentive: "Get 15% off your first app order" or an app-exclusive collab drop (similar to the Barbie launch strategy that drove 200K installs in 6 months).

Sleep Tee Category Up 44% - New Revenue Stream Validating

The Oodie Sleep Tee is the fastest-growing product this week at +44% WoW. This validates the sleepwear category expansion beyond wearable blankets. Average Sleep Tee customer has a 28% cross-purchase rate with the core Oodie blanket - strong cross-sell signal. Consider a "Sleep Bundle" (Sleep Tee + Slippers) at 20% discount to accelerate the category.

This Week's Actions

Escalate AU Fulfillment Issue with Bleckmann

23 negative shipping reviews in one week is a revenue-impacting event. Schedule an urgent call with Bleckmann AU operations to identify the bottleneck. In parallel, add a proactive shipping delay email via Klaviyo for any order not dispatched within 48 hours - this converts potential negative reviews into "we're on it" positive sentiment.

Est. Impact: Prevent $6,800-$9,200/week lost conversions - Priority: URGENT

Refresh TikTok Ad Creative - Current Set is 18 Days Old

TikTok creative fatigue is real and measurable. Pull 3-5 recent UGC unboxing videos from tagged content and test as new ad creative. If ROAS doesn't recover above 2.0x within 5 days, pause TikTok paid entirely and shift the $7K/week to Meta retargeting (4.8x ROAS).

Est. Impact: +$4,200/week at same spend - Priority: HIGH

Launch UK-Specific Meta Campaign - Autumn Window

UK revenue is up 24% WoW as autumn hits. This is the highest-leverage 4-week window for UK sales. Launch a dedicated UK campaign with localised creative (GBP pricing, UK delivery messaging, autumn/cozy positioning). Target: "wearable blanket UK", "cozy gift ideas", and lookalikes from UK customer list.

Est. Impact: +$12,000-$18,000 over 4 weeks - Priority: HIGH

Create "Sleep Bundle" - Sleep Tee + Slippers at 20% Off

Sleep Tees are up 44% and have a 28% cross-purchase rate with Slippers. Bundle them as the "Oodie Sleep Bundle" at 20% off to accelerate the sleepwear category and lift AOV. Promote as an app-exclusive for the first 48 hours to drive app installs simultaneously.

Est. Impact: +$8,400/week new bundle revenue - Priority: MEDIUM

Test New App Install Banner - "15% Off First App Order"

App install growth has slowed from +6.8% to +2.1% WoW. The current mobile web banner has been static for 3+ months. A/B test a new banner with a direct discount incentive: "Download the app, get 15% off your first order." Given app customers convert at 134% higher rates, each new install is worth approximately $12.40 in incremental LTV.

Est. Impact: +3,000 installs/month - Priority: MEDIUM

Weekly Performance Report

The Week at a Glance

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