Competition is fierce in fashion e-commerce. In the last three years, the industry has grown 21%. With multiple challenger brands in the sector, and low brand loyalty, having a clear purpose and a customer niche you can really own is critical. We developed the Pink Boutique brand and purpose, to maximise its market appeal – ‘Too Glam to Give a Damn’.
Pink Boutique approached us to refine their purpose, and to bring their brand in line with its offering – fast glamour for girls who never want to be seen in the same thing twice.
Our ‘Too Glam to Give a Damn’ approach owns glamour. The pink palette and use of textures is unashamedly girly – just like our audience. The tone mirrors the language of the internet and celebrity culture, while the visual identity is poised, polished and aspirational. Carving out a niche was critical for the brand, and our strategy and approach made it possible.
What we delivered
Working closely with Pink Boutique’s in-house design team, we developed a comprehensive brand strategy, new identity, colour palette, font range, packaging design, website homepage and brand guidelines. This gave the internal team everything they needed to roll out their new brand across all channels.
In a fast-moving space, we created something that Pink Boutique can truly own. It puts them in a unique position and sets them apart from the mainstream, urban-feel that much of the competition struggle to monopolise. We continue to help grow the brand, and the development of its social media and website content is ongoing.