Crafting a Fashion and Lifestyle Evolution with Out&Back
Challenge
Potomac River Running, a successful brick and mortar, had a desire to expand online and elevate their brand. We pitched a new venture that would allow customers to customize their wardrobe with an on-demand subscription box of the latest in specialized street wear, fitness fashion and accessories. The goal was to guide shoppers through a personalized experience all in a context of convenience, expertise and confidence.
Solution
We started by researching their existing audience to develop a plan to expand nationally. We built a website from the ground up designed to convert customers to sign-ups and connect consultants to shoppers. The best part for customers was the relationship they built with their own virtual, yet high touch style coach. We leveraged existing relationships with Nike, Adidas, and Under Armour to become a specialty account giving us access to exclusive products, additional marketing, promotion, and activation support. Our audience research revealed that our target wanted both special deals on known brands and within that context to be introduced to new boutique brands such as Vuori and Stance. We designed the experience of ordering and receiving packages to build anticipation. Our packaging made each customer feel they had something special and personalized, and gave them confidence based on their relationship with their style coach.
Results
Our social media marketing was essential in activating and sustaining a loyal consumer fanbase. Product shots styled clothing for both active and casual wear. Partner brands were so excited about Out&Back, they wanted to promote exclusive co-branded product. Some of the best opportunities for marketing Out&Back was through influencer awareness and targeted media placements that tied into our lifestyle ideology. We didn’t just like the site – lifestyle publications Nylon.com and Polyvore gave us rave reviews.
Upper Diamond
We are a minority-owned, SBE certified agency located in Los Angeles that has been in business since 2006. Upper Diamond is an award-winning 14-year-old digital agency with a strong legacy of innovation in the marketing, technology, and content creation space. We have worked with global corporations like Salesforce,...
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