Context
· 32-years clothing store in small town community of 20,000 inhabitants in Central Brazil.
· Originally a one-stop business with wide variety in its inventory, spanning both genders, all ages, bed and bath, casual to business casual.
Problem
· No digital presence when the first local COVID lockdown orders started.
Main objective
· Create an online presence for the store that was self-sustaining after the duration of the project.
Method
· Open-ended interviews with both management and the sales team, concerning perceptions of their current market positioning and main competitors.
· While lacking direct client input, which would take a considerably longer time, this approach allowed us to get enough information to act quickly while still reducing our own biases and the biases of management.
· Competitive profiles of the main competitors identified in the previous stage, based on their online presence.
· Collaboration with design professional from a neighboring city (shout-out to @egoflui) based on results.
Insights
Competitive Advantages
· Exclusivity with a few major national mid-end casual brands.
· Comfort offered by a one-stop shop.
· Top provider of children’s clothing, now the store’s main source of revenue.
Setbacks
· Market share, initially the widest, now was highly contested.
· Anxiety to expand interest to teenager and young adult customer base.
Position Statement
Adrielle Modas is a clothing store for the entire family. We offer all the casual basics your family needs, while prioritizing the quality standards you already trust. The comfort you know from infancy, now also available online.
Visual Identity
Results
· Tripled sales in one quarter.
· Followed on Instagram by 20% of women between 15 and 65 years old in 20,000-people town.
· First results when "Adrielle Modas" is searched on Google.
· Self-sustaining digital presence successfully implemented.
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