Variety Row Boutique
Online Clothing Boutique for Women
The one where their brand strategy helps them stand out and gain new customers.
Like most industries, the world of online fashion is quite saturated. When owners, Amanda and Miranda, came to The Weber Co Agency, they were ready to radically increase their revenue while positioning themselves uniquely in the boutique industry. Most of their business up until this point had come from in-person markets, which while great, doesn’t fit the way they want to grow their presence or sales. It was our goal to create a messaging strategy to connect to their ideal customers and help VRB improve the effectiveness of their organic marketing efforts
Branding · Marketing
MISSION STATEMENT
To help moms feel confident and rediscover their identity through on trend clothing that fits the way they live life.
BRIEF
In the boutique industry it is status quo for boutiques to carry only a select few sizes or to carry not-so-stylish plus size options. Variety Row Boutique does things differently. They use real people, real moms, real bodies and real life in order to influence what clothing they’re bringing into the boutique. It’s their goal to help more moms feel at home in their bodies and feel freaking great in what they’re wearing. For this particular client, we provided consulting services which we will detail below.
CAPABILITIES
Brand Strategy Consulting
Organic Marketing Consulting
With brand strategy consulting, we walked this client through a series of conversations to help them piece together their core messaging for Variety Row Boutique. In this scenario, we help them extract information, the client puts together messaging statements, and we evaluate together to provide feedback. Variety Row also revamped their website so we showed them how to uniquely implement their brand strategy on their website.
While implementing their brand strategy and executing their content strategy, Variety Row was asked to be on IndyNow, a local morning news segment for small business owners which helped them increase their email list and social media following.
Brand Strategy Consulting
For ecommerce businesses, we prioritize: content, conversations, and collaborations as their well-rounded organic marketing strategy.
Content: We supported Amanda and Miranda in building their content strategy so that their photoshoots could be streamlined and their content could speak directly to their ideal millennial mom audience. Their plan included content cadence, type of content to post, and a brainstorm of ideas to execute.
Conversations: For Variety Row’s strategy, we incorporated community engagement in DM conversations and lead capture through automated email marketing sequences. We also supported them with a plan to capture emails at market even from those that don’t purchase that day.
Collaborations: In the third part of this strategy, we helped Variety Row put together an influencer marketing strategy to increase visibility and generate new sales. We also helped them put together a giveaway strategy to gain exposure to new audiences where their ideal customer has a presence already.
The giveaway strategy we helped them put in place allowed them to gain over 250 followers who are their ideal customers over a 5 day period.
Organic Marketing Consulting
