I helped my family clothing company transform from B2B to B2C, and sustain growth during Covid-19 lockdown. To do this, I worked across three areas:
Brand Strategy
Partnerships
E-Commerce Consulting
The main outcome is a new website for the brand
BRAND STRATEGY
-choose new target audience (customer empathy map and personas available on request)
-identify reasons for current B2C dysfunctions and explain to the managing team
-create a road map for the new website, work with a web developer to create it
-create brand identity and story, what is it that we are? what do we offer? how can we carry this across all sales channels?
-execute brand identity across all product descriptions and copywriting
-choose models and photograph clothes. You can hopefully see a massive artistic improvement already
-create social media strategy including competitions to launch the new website (new social media launching on 09/03)
website before ...
(no landing page, purely executed pictures, no copy about products; the brand was a 'no-name')
and the website now
*Website is still in the works (the main photos must be changed in accordance with the new brand persona, new font, more orange and change the layout on the landing page).
The brand produced two types of clothes. One was designed for specific B2B clients and would only sell in particular stores, the other one was designed by the founders (beautiful, bold and always inspired by something). I decided to only showcase the latter ones on the new page, and segregate items into beautifully written categories (such as 'Travelling memories', 'Romantic moments', 'comfortable home #stayin' etc). Each item is beautifully described and photographed. I aim to create a Polish version of Anthropology meets &Other Stories. Creative, Dreamy and Inclusive, where each piece can help you tell your story.
Instagram Presence
(Influencer campaign starts on the 10th of September)
new profile picture (social media), designed to showcase our story and creativity that drives us.
E-COMMERCE STRATEGY
-create and execute new website to bring revenue back
-create a sales strategy for the new website (vouchers, promotions)
-create a marketing strategy to successfully launch the new website
-choose SEO hashtags and use Google Analytics to understand traffic and insights from the website
-Monitor industry trends, best practices and techniques to understand potential retail post-COVID
-Produce regular customer analysis reports from Alegro (biggest market place in Poland), and social media, condensing rich knowledge into invaluable insights to bring the customer into the forefront of product planning and optimisation
-manage the website and orders
-research new opportunities for online sales (emerging and established marketplaces such as Elliot Store, Answer and Asos Poland)
PARTNERSHIPS
-started a big partnership with Pakamera (a prestigious online marketplace for selected polish designers). Our store launches there in late September. Managed end-to-end communication and application process
-Currently in conversation with Showroom (Polish Net-a-Porter)
-started and managed partnerships with Polish Influencers to help us launch the website and get to our new target audience.
-started partnership with a polish upcycling designer. We send him materials and samples we no longer need. This is the first step I took to make EMC more sustainable