The client asked for a proposal that would bring brand awareness to the US. They were struggling with the average American’s brand perception and price assumptions.
Process & Methods
We researched in a variety of ways. We did on the street video interviews in different shopping districts in NYC. We asked women and men of different ages what they understood of the Topshop brand and what motivates them to shop.
We brought together a large panel of industry insiders and discussed brand perception with them as well. We wanted to understand how influencers could potentially help position the brand.
Our marketing team pulled all available analytics on Topshop and created a comprehensive deck positioning them against other well-known American brands.
I have experience in Fashion Design and marketing, so I put together a fashion marketing cheat sheet for the team. This was for them to understand economic, environmental, and psychographics that makes a person buy from a brand.
Establishing The Pitch:
We knew we had an advantage, a long-standing relationship with the world’s biggest record labels. It put us in position to create different ideas of collaboration. We came up with a video content series that would star artists and fashion influencers and an app that would work to help identify what products customers were excited about and opportunities to score free music by participating.
User Stories, Site & User Flows:
We put together several personas based on the market research.
We presented all of our market and user research directly to Philip Green, the owner, followed by a comprehensive walk through of all of the designs.
We won the app pitch, winning over the biggest, long time established Ad Agencies in the world.
The entire design & marketing team came together in a true effort of collaboration for all of the presented ideas.
UX, Design, Video Pitch: AJ Annunziata, Julia Murphy