Valkyre
Valkyre is an innovative fashion brand having expertise in making hand-painted jackets, jeans, and t-shirts. The brand has been established to create unique and personal designs depending on customer needs and interest areas. With a team of 25 designers cum artists, Valkyre is winning the hearts of its customers.
The brand majorly targets fun-loving and experimental fashion enthusiasts in the marketplace. Potential customers for the brand include college students, art lovers, and Gen Z.
The significant objectives that Valkyre aimed at through its marketing strategies included improved brand reach, and awareness, and transforming the way the fashion industry works.
Challenges:
When Valkyre come to Verve Online Marketing, it had a strong brand vision and message for its customers. But they lack an appropriate approach that would help in reaching their potential customer base. Our performance marketer identified that their idea for customized jackets had created a vast product segment hence affecting the marketing strategies. Further, they had high operational costs, leading to leave a small margin allocated to promotions. Also, the brand was facing a major challenge due to abandoned carts.
Strategy:
To ensure customer acquisition and website traffic improvement for Valkyre our performance marketers adopted unique approaches. Such approaches can be summarised as follows:
1
Working on optimizing the landing page for the brand. Such includes highlighting the unique product aspects on the landing page. Also, promoting it more as a social style statement rather than just a fashion product.
2
Expanding the brand’s focus area from just focusing on teenagers to adults (40+). As celebrities even above the age prefer such clothing to be in fashion.
3
We ensured working on representing the brand vision/values of the company in the marketing campaign to ensure better audience attraction.
Implementation:
Along with the uniqueness of the brand, it was also important that its implementation also has a unique aspect.
- The implementation process involved a trial and error method. Our marketers ensured implementing strategies and further making changes as per the audience response.
- Also, we suggested a change/expansion in the target audience, which required us to engage with the Valkyre team. Such was important to understand the diverse demographics of the targeted audience and to plan for strategies accordingly.
- Throughout the campaigning, we had a focus on core brand values and vision so that our approaches can contribute towards long-term impact for the brand.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
The performance marketing strategies resulted in sales growth and revenue generation for the brand. The key statistics based on which performance can be managed include:
1
An increase of 85% in the conversion rate for the brand, which further represents a potential decline in CAC.
2
150% increase in sales/revenue generation, which is based on the sales the brand was getting before partnering with VOM.
3
An overall increase of 82% has been recorded in website traffic, which reflects an improved brand reach in the marketplace.
Lessons Learned:
While working with Valkyre, we explored a new market segment in the fashion industry. We were able to understand the mindset and interest area of the customers looking for customized clothing options. The learnings would further help our marketers to design creative and engaging marketing campaigns for our potential clients.
Boost.
Optimize.
