Branding and E-Commerce Strategy Optimization for a Luxury Clothing Company
Situation:
Prior to COVID-19, the St. Louis-based business’s sole distribution channels were through boutiques, or “stockists,” who would order seasons of styles in advance and purchase them via wholesale. COVID-19 and the closure of all in-person boutiques revealed the client’s heavy reliance upon these channels, as well as their virtually nonexistent e-commerce, social media, and press presence.
Problem Identification:
Initially, our client was focused on rapidly transitioning from a wholesale-only store model to an ecommerce one due to the impact of COVID-19. As the project progressed, our team helped the client realize additional ways to go to market and decrease reliance on third-party wholesalers.
Challenge:
The primary challenge of this project was to give the client, a sole CEO and founder, the basic tools for social media, analytics, branding, and PR such that they would be effective yet low-maintenance for long-term use. As a former designer, the client had a strong artistic and visual sense, however, needed help aligning this with actionable business goals and e-commerce tools for small businesses. The client tasked Rem and Company with strengthening branding and storytelling, leveraging marketing analytics and social media, and creating a press kit for public relations.
Approach:
The Rem and Company team approached this project in two phases, firstly, market research and compilation of small business solution options, and secondly, strategy implementation and creation of key branding, marketing, and media guides. During the initial phase, team members build a broad understanding of three areas: (1) Branding and messaging in the sustainable fashion marketplace (2) Tools and software for small businesses to ease social media and marketing efforts and (3) Tools and software for analytics. For the first area, team members delved into the messaging, visual branding, keywords, and communities crafted by peer, luxury, sustainable fashion brands and used this to inform a revamp of the client’s website, Instagram, LinkedIn, and email platforms that emphasized more clearly the core mission of the company. Additionally, Rem and Company performed a Branding Exercise with the client, leading to the creation of a visual Brand Book and Public Relations Press Kit for use in any future work. In the second area, Rem and Company team members investigated, tested, and performed quantitative and qualitative cost-benefit analyses on leading email marketing services and shop-keeping softwares. In this area, team members focused specifically on user experience, testing and retesting changes to any web and mobile interfaces. Finally, dedicated team members analyzed data and set up the client with tools to go forward with detailed customer analytics, useful in paid marketing.
Impact:
Ultimately, the Rem and Company team succeeded in creating a definable, core brand and story for the client, as well as setting up the client with the tools and confidence to direct their own growth in the future. With the creation of the Brand Book and the recommendations on e-commerce platforms, the client successfully switched to a lower-cost shopkeeping site and created an email funnel and welcome series to increase sign-ups, click-rates, and interaction with customers. With the LinkedIn guide, Press Kit, website UX testing, and Instagram tools provided by the Rem and Company team, the client has since been able to increase reach on various social media platforms, as well as feel more organized and focused when navigating digital media. Most importantly, this project helped the client build confidence in managing their e-commerce and shift from inertia to an active, risk-taking mindset.
Rem and Company Team:
Team Lead: Amanda Chen
Senior Strategist: Brennan Noailles
Strategist: May Lee
Strategist: Victoria Krstic
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