Exclusive the Label 2021 Case Study

Company Overview

Established in 2018, Exclusive the Label is a hybrid of streetwear & formal wear that balances being bold with subtle simplicity. Exclusive was created to amplify self expression and confidence through fashion and style.

Challenge

Exclusive the Label was still finding its footing in the market, with limited brand awareness and low conversion rates. Despite having a distinct aesthetic and high-quality products, the brand needed stronger digital marketing strategies to increase brand awareness and drive sales, especially during the competitive holiday shopping season.

Objective

I aimed to significantly boost sales, increase site traffic, and enhance the overall conversion rate for my fashion brand, Exclusive the Label. The goal was to elevate brand awareness, engage a wider audience, and convert traffic into loyal customers during the peak holiday and New Year period. The focus was on telling the story of Exclusive the Label to create an emotional connection with the audience.

Strategy

To address these challenges, I implemented a comprehensive digital marketing campaign, including: Social Media Marketing, Email Marketing, Website Optimization, and SEO and Content Strategy.

Implementation

  • Email Campaigns

Using Klaviyo, I set up automated email sequences targeting different segments of my audience based on their interaction with the brand (e.g., new visitors vs. repeat customers). The email templates were designed in line with the brand’s aesthetic, featuring clear CTAs and product highlights.

  • Website Improvements

Enhanced site speed and implemented a direct one-page checkout system to create a seamless purchase process. Additionally, I redesigned the homepage with a focus on new collections and highlighted best sellers to create a visually engaging landing page.

  • Organic Social Media Campaign

For the campaign, I emphasized the use of storytelling to craft a narrative around Exclusive the Label’s values. I created a series of posts about the journey of the brand from concept to launch that highlighted personal challenges and stories to relate to the brand’s audience. I alternated between carousel, single image, and video feed posts while utilizing Instagram stories and Instagram Live to engage in real time. I planned and scheduled content to post 1-2 times a day per week that ensured high engagement by sharing fashion tips, encouraging questions, and asking polls. I also utilized hashtags to broaden my reach and engage with others in the fashion community.

Results

The marketing strategies led to substantial growth for Exclusive the Label during the campaign period:

  • 407% increase in sales from the previous period,

  • 134% increase in site traffic, driven largely by an organic social media campaign and improved SEO.

  • 114% increase in conversion rate, thanks to optimized UX and targeted email marketing.

Conclusion & Takeaways

The success of this campaign shows the power of a cohesive digital marketing strategy that combines social media engagement, email marketing, and website optimization. By focusing on both attracting and converting customers, Exclusive the Label was able to exceed sales targets during a key shopping period. Going forward, I plan to continue leveraging these strategies with an emphasis on building long-term customer loyalty.