Building a fashion brand in order to sell online is a difficult undertaking. But not impossible
The request came to us from Ton Confezioni: after 30 years of producing for renowned international brands, the company decided to launch the independent brand White Stone on the market, offering a new line of modern, sophisticated and high-quality parkas.
We re-conceptualised strong marketing and communication strategy
Notorious Agency’s consultancy focused on defining the right priorities aimed at strategic brand positioning by coordinating the online and offline experience.
In order to introduce the brand to the market, we worked on a few key steps: we identified gaps at each stage of the funnel in order to define priorities and investment budgets and promptly take action!
website: online brand enhancement
Campaign 2020
Campaign 2019
Campaign 2018
Naming: a reflection on the target audience
Choosing names for garments is never easy and straightforward. A concept needs to be defined that can support the company’s brand heritage and at the same time help the consumer to distinguish individual parkas.
For this we combined the target audience with the technical characteristics of the product. Thus were born Bergen, Braies, Cortina, Aurora e Corvara. Mountain towns in an urban context that effectively reflect the technical material and design of the garments.
influencers: increasing brand awareness
The first communication action suggested to the customer? On Instagram.
Around an original concept, we shaped White Stone’s Instagram page. In the meantime, the collaboration with a number of well-known fashion bloggers was indispensable in raising interest around the new White Stone parkas.
Stress test! Introducing online sales
Determining the appropriate marketing levers for the first four months of the launch, a promotional and discount plan for individual products was then devised, together with a positioning strategy on Google and Amazon.
At this stage, we introduced the consultancy of Moca Interactive: through the synergy with our partner specialising in SEO, SEA and CRO, Digital Advertising campaigns began.
First of all on Amazon:testing the market response is crucial to optimise the marketing strategy, and generate cash flow right away.
In parallel, Google Ads campaigns generate the first interceptions with new prospects.
