We Cre8, a new modern fashion department store was opening its first branch in U Walk Riyadh, one of the trendiest and upcoming areas in town. The brand acts as a fashion incubator for local artists and designers, providing them with full support to grow, promote and launch their collections in its store and on its social media platforms.
The store required a full-fledged brand and communication intervention that would include: building the brand’s positioning in a fiercely competitive market, creating awareness for its products and attracting both designers and end-consumers.
As a first step, we led a market research to better understand the new generation of modern Saudis, who are looking for inspirations, enjoying new found freedoms and aspiring for a better future. Through the gained insights, we developed the brand and marketing strategies, including target audience personas relatable to both end-consumers and the fashion designers. This allowed us to trace a clear plan to build brand affinity with the audiences on the social media platforms and target them through an intricate digital media campaign.
On ground, we worked on the instore creative branding, derived from their brand identity and strategically placed on several consumer touchpoints. Inspiring phrases written in Arabic typography were painted on the instore walls by a calligrapher, adding this special local design touch to the interior that work well with the brand positioning.
Once the store opened, we set up a social media content production shoot to build their content library, developed their monthly content calendar based on their marketing objectives and the set axis of communication and then trained their staff to create engaging Instagram Stories and relevant content.
The customer experience was tackled on every level, and a digital comments card was developed with a direct link to We Cre8’s CRM for an easy tracking of feedback and swift response to every request or comment.
The store opened its doors to an eager audience, having found a new modern brand that understands their aspirations and reflects their lifestyle, and a space that gathers creativity, arts and fashion under one roof. The brand is now growing and thriving, accumulating equity and affinity on solid strategic basis.
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