Google Analytics tells me where all my traffic comes from.”Tirsa Vazquez
When Tirsa Vazquez gave birth to her son, Khalif, in May 2015, she had a lot to juggle: motherhood, her career, college at night, and the Air Force Reserve. As time went on, Tirsa found herself missing important milestones in her son’s life. She knew she wanted a career that gave her flexibility and control, so as soon as she graduated college, she did something about it. In 2017, Tirsa founded VXXXV Apparel, an urban streetwear clothing brand named after her son’s birthday. To get the company off the ground, Tirsa taught herself about the apparel industry, conducting intensive research on manufacturing and design. She debuted her line with a ‘90s-themed fashion show in downtown Philadelphia. From there, the business has taken off and now offers women’s, men’s, and children’s collections.
VXXXV Apparel doesn’t have a brick-and-mortar location, so it relies heavily on Google to drive online sales. When she created the company’s website, Tirsa learned about Google Analytics and Google Ads. “I have a degree in computers, but I didn’t know anything about marketing to people digitally,” Tirsa said. She began using Google Ads to get in front of customers who were searching for businesses like hers and Google Analytics to better understand those customers. “Google Analytics tells me where all my traffic comes from and how long users are on my page,” said Tirsa. “I use it a lot to figure out where my market is and to make sure I’m catering to my customers.”
Since implementing Google Ads, VXXXV Apparel has seen 60% year-over-year revenue growth. As her company continues to expand, Tirsa is looking to hire employees and eventually have her own warehouse. “Digital drives my business, so it would be great to have someone here who is really an expert in that space,” she said. Tirsa also likes to share her own expertise and experience with local business owners by hosting get-togethers. But she is particularly passionate about helping women-owned businesses. “I started this business to put a message out there about women empowerment,” said Tirsa. “A lot of women are discouraged, especially when they have children, because there’s not enough time in the world to do everything. I want to be that person who gives them the reassurance that they can do it.”