We Buy Emotions, Not Clothes”: Can Stand Out in a Competitive Market
Previously, the client’s team sold clothes on Wildberries, but now they decided to create their own clothes under a new brand in the middle, middle-up segment. We tell you how we packaged this brand for launch on the market.
For a brand to stand out in a saturated market, a cool product is not chinese malaysia data list enough. Natural fabrics, a special style, tailoring – these are important, but now people buy more than just clothes. They buy the feelings and emotions that these clothes give them. But how to convey this? We tell you in the article.
In May 2024, young ambitious entrepreneurs approached us, the digital agency Stik . With a complex and non-standard, but interesting task. The founders had been selling on Wildberries for several years, and now they decided to grow, build up and launch their own brand of middle-segment clothing.
But entering a saturated competitive market is not that easy. You need to think through positioning, develop a corporate style to differentiate yourself from competitors and be remembered by potential clients. This was our task with an asterisk – we had to study the audience and the market, develop a name, a brand platform with its USP and mission, as well as the design of corporate media: from packaging to a store sign. Everything from scratch and in a short time.
We tell you how we detailed the client’s idea and packaged it into a practical and useful document for business, which became the basis for the content.
About the client
Previously, the client’s team sold clothes on Wildberries, but they realized that it was time to grow – to create their own clothes under a new brand in the middle, middle-up segment. The idea of the new brand is that girls aged 18-35 could afford to buy high-quality, pleasant to the touch and stylish clothes without having to pay a fortune. This is especially relevant considering that many how much is an email subscriber worth to us? domestic brands have recently raised their prices significantly.
“Clothes that you want to touch” – that’s how the idea sounded in the words of Victoria, the co-founder of the brand.
Who we are
We, the digital agency Stik, create and Aero Leads promote e-businesses. We develop a holistic image of the company, create online stores and applications, set up comprehensive marketing on the Internet – we have been doing all this for 9 years. Among our clients: Namelazz, All we need, LE VERTYVER, Shtab. We work with Fashion, IT, real estate, FMCG, industry and B2B.
New clients saw our case for another fashion brand, they liked how we conveyed the meanings and the visuals we created, so they chose us.
Break the idea down into its components
To put it simply, we needed to flesh out the idea and make it work. To do this, we set ourselves the following tasks:
- Research your company, market, competitors and target audience to understand how to differentiate yourself and stand out.
- Develop a resonant, concise name and brand platform with target audience portraits, positioning, USP, mission, and slogan.
- Develop a corporate identity with photo style references, logo, packaging, signage, and social media design.
- Package the results of your work into a clear document for use within and outside the company.
From idea to brand For us, this is an interesting project – when you create a new bright unit in the business world from scratch, it charges and motivates the whole team. And we are inspired by the client’s project as much as the entrepreneurs themselves.
Self-realization and noble chic: diving into business
At the start, we held an online briefing with the client’s team to dive into the business goals. This is the basis for developing the brand name, platform and corporate identity. The team shared their vision and ideas with us.
So we found out that it will be stylish, high-quality clothing for self-confident girls who strive for development and self-realization. These are functional wardrobe items that go together and create images in the style of noble chic and business casual at an affordable, accessible price.
How to “invent” a brand name
We started the pool of works with naming. The client’s wish regarding the company name was that it should be sonorous, short and laconic. This is a whole art in conjunction with marketing – the name should reflect the meaning of the company, be memorable and understandable to the consumer.
Using Similarweb, Serpstat and industry ratings, we studied the competitive environment and market environment. We identified patterns of the most successful names and, together with the team, held several brainstorms. We collected 30 names, selected 10 of them, conducted a survey and selected 5 of the most harmonious and appropriate ones for the presentation. Among them: Closie, Frenny, Berry, Maikona, Simvoll.
Almost unanimously (both we and the clients) liked the name Closie (pronounced as “Klosie”). This combination of the words Clothes and Cozy, as well as close to, denotes closeness, attentive attitude to each client, as well as accessibility in the price segment.
How to attract your clients and spend resources efficiently – developing target audience portraits
To analyze the audience, we used Yandex Metrica, Google Analytics, and surveys in Yandex Vzglyad. In industry reports and strategic digests from Yandex Advertising, we took additional data on the situation in the fashion industry and audience behavior.
Based on the research, we have compiled 4 detailed portraits of the target audience representatives: Active student, Modern businesswoman, Business young mother, Creative personality. Age: from 18 to 35 years. These are solvent clients whose values, interests and hobbies coincide with the Closie brand.
