Challenge
We needed to reposition customised clothing retailer Kustom Clothing to focus on it’s sustainable credentials. In a competitive corporate uniform and clothing market, the brand needed a fresh identity and marketing strategy to appeal to changing customer needs and desires. Whilst the brand already invested in sustainable organic cottons they didn’t talk about their credentials and certainly didn’t have a consistent way to communicate their values and unique selling proposition.
Solution
Rebranding without green washing Our research of target markets identified sustainability as a key element of new business relationship criteria with more organisations looking to be more sustainable, they looked to their uniform and clothing suppliers to help reduce their environmental impact. We needed to get to the bottom of the sustainable credentials of the organisation and put in place a clear sustainable development goals plan and communications strategy to ensure Kustom Clothing lived and breathed their new sustainable manifesto. Integrating a new marketing strategy We created an integrated relaunch plan to communicate the new brand to key stakeholders. Using existing marketing data and research we set out to embed the new sustainable message as part of the organisations website and marketing material. Social campaigns and email marketing formed the basis of a successful relaunch marketing campaign.
Results
Conversion rates increased We’re super pleased with the results. Successfully repositioning the brand we have been able to increase website conversion rates, social media engagement and email marketing click through rates as well as increasing the number inbound website leads by 42%. • 42% Increase in inbound leads • 65% Decrease in bounce rate • 3,000,000 Social ad views
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