Case Study
POWERFUL INPUTS INTO UI/UX AND POSITIONING FOR THE FIRST ONLINE WOMEN’S WORK WEAR BRAND
Currently, there are few western clothing brands available online/offline that cater exclusively to the needs of the working women. Our client was a new online apparel brand of western, business and formal wear for Indian women. The client had a unique proposition focusing on the size needs of the bodies of Indian women.
Being a very young player in the market and small, as yet, the brand needed to flesh out a marketing strategy. They wanted to build brand affinity amongst consumers via their communication and offerings. For this, they needed a differentiated positioning that could translate well into the content and look and feel of the website as well as PR.
Our findings helped define a large part of the marketing/communication strategy and the execution of the strategy in terms of the UI/UX of the website. We helped give inputs for the following:
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1Defining the strategically valuable consumer and the targeting strategy for metro and Tier II consumers.
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2Recommending possible positioning territories along with implications for the website content and attributes.
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3Feedback and way forward on improvements for the range and the sizes available.
Our final presentation was attended by a diverse team: the founder/CEO, the marketing team as well as the product development team. Many of the recommended changes and solutions were incorporated into the website, and are still present, portraying the effectiveness of our suggestions.
