Blazing a Trail
In 2011 Infatuation Apparel was one of the first to use its
customers as its biggest models and ambassadors through social media.
The History
After being involved in their initial campaign in 2011, they bought us back in 2020 to answer challenges due to the pandemic. In the initial campaign we helped launch the store via some clever local traditional marketing and making the customers essentially models on the company. Initially our call was to put the customers front and center. Which also means they took pride in not only how they look in the outfits, but also felt aligned to the brand as well.
The Problem
The company needed to pivot from being a store in one community with a good online presence to being a brand the served all types of customers, shipped reliably and address individual and different community needs.
Surviving COVID and the worldwide pandemic as the Apparel show shifted focus was challenging. So we needed to address immediate concerns as we made a long term shift in the customer base and philosophy as a company.
The Goal
Provide customers solutions as a result of Pandemic based concerns
Be prepared to adjust protocols for international usability
Be prepared to adjust protocols for international usability
Build responsive marketing in regards to and through social media
To makes sure we are asking the right questions we did some one on one surveys so that we can detail a typical customers experience for the current website.
We looked at what was currently getting the best response versus what needed to be eliminated by region, income type and size as well.
From this we concluded that there are two paths for Infatuation Apparel to make their transition.
The Development
We knew that we needed to have a great browser extension for the site. So we made sure the navigation was similar to how most people read a webpage.
Lessons Learned
Our team achieved significant success in elevating this apparel brand from a local corner store to a global presence. Throughout this journey, we learned valuable lessons. We found ourselves overly dependent on automation tools at times and realized the importance of relying on our instincts to ask pertinent design-related questions. Additionally, we uncovered the significance of abundant input when defining our key users and mapping their journey.