Client Profile: Cassidy M., Owner of an online clothing boutique specializing in discounted high-end brands and catering to a target audience of 16 – 55 year old women located in Miami.
Situation Analysis: Cassidy M. has successfully managed her online business for 5 years while maintaining a full-time 9-to-5. She’s experienced moderate success without putting full effort into the business and is ready to take it up a notch—making her clothing company her full-time focus.
In order to do so, she needs to get her brand more visibility in media to reach a greater segment of her target demographic as well as to further establish and position her company as a trusted brand in the “high-end, high value for cost” clothing brand segment.
Given this, she needed a PR team to help her gain greater visibility locally within her niche market and to help position herself as a fashion/style personality.
TM: Cassidy has done a good job of maintaining the client base she has through loyalty and VIP programs. She is utilizing social media to her advantage while showing some edge in her “Flamboyant Glamour Girl” persona. However, she could use a professional edge in her pictures, she needs to update her media portfolio, it’s been two years since her last media placement and she therefore needs to re-engage the local media to have more market impact.
PP: I agree. To build on your views, I think she needs to take inventory of her current customer experience through surveys and/or focus groups. Unlocking the insights of the consumer is key in any business—especially a clothing business that does not have a brick and mortar retail space. Additionally, she needs to understand how her brand plays in the market. Is she known amongst the tastemakers and influencers in her market? If no, this is the primary roadblock to her brand’s growth. If she is known, what is her reputation? Understanding what her brand’s reputation is in the market would help her raise and expand her brand profile and thereby grab more visibility and sales for her online store.
Celebrity seeding, brand ambassadors, and better utilization of social media platforms go without saying as necessary elements essential to further unlocking any clothing brand’s true brand equity.
Our ‘brand situation’ recommendation centered around helping Cassidy activate interest in the local market first by conducting a focus group of past and potential customers. We then used the insights from the focus group to recommend and activate “pop-up shop” partnerships with complementary brands while engaging local bloggers and inviting key media personnel along with local celebrities to help support the goal for niche mainstream placement. These placements drove a 250% increase in traffic to her online store from activation to post launch, equivalent to a 4 - 6 week PR campaign.
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