THE SHORT STORY
Launching A Fashion Brand
An international sports star wanted to launch a fashion brand but didn’t know how to get started identifying his market.
We started by building out Intelligent Customer Avatars – data-backed customer personas that fed into two important threads: getting the right retailers on board and building out his own e-commerce channels.
Starting with his massive following on Twitter, Facebook and Instagram, we mined hundreds of data points to craft a powerhouse of ICA’s across geographies. These ICA’s helped secure high profile retail distribution in 12 countries (90% of the retailers he pitched said yes because of the powerful ICA) and drop a wildly successful direct-to-consumer campaign.
Retail Distribution in 12 Countries