Project: Berry Jane originally launched in 2009 as a leggings brand for girls and relaunched in 2014 as a fun “Activewear-meets-streetwear” collection for Girls thru Teen.
Date(s): 2009-2010, 2014-2016
Scope of Project: Concept to Consumer. Market analysis, fashion-forward re-brand with a fresh new logo. Design of entire collection, print design, production, ad creatives for Facebook, Instagram promotions, giveaways, global branding across all social platforms, eCommerce website using Shopify
The Goal: Attract a new audience in the activewear market, build brand awareness and increase growth for B2B sales
Strategy Summary: The strategies employed in the initial 2009 – 2010 launch included global branding and presence across social platforms Twitter, Pinterest and Facebook. A traditional B2B sales structure approach was executed and the line was placed with sales showrooms throughout the USA. PR and blogger outreach was used to build brand awareness, while editorial and celebrity product placement enhanced the brands reach and value. An eCommerce site was enabled, increasing sales slightly on a B2C level, however, it was the B2B sales model that initially won the hearts of girls and store buyers all over the USA including Charming Charlie Stores and Chocolate Soup.
The strategies employed in 2014-2016 resulted in social media growth with a 275% increase in social following on Facebook, Instagram and Twitter, and a strong brand presence worldwide. The utilization of blogger outreach, SEO, social media ad creatives, giveaways, relevant styles, and brand awareness through Facebook advertising led to B2B sales in the UK exceeding $57,000 in the first 6 months. Berry Jane was well-received from the media, boutiques and major retail stores worldwide. The brand also secured PR, Editorial and celebrity product placement.
