PROJECT OVERVIEW A growing San Francisco-based apparel company, Taylor Stitch was a live client project that provided an opportunity to dive into the evolving retail industry.
ASSIGNMENT Create a 5-year growth plan for Taylor Stitch.
APPROACH We started with further defining the TS core customer through interviews and data supplied by Taylor Stitch, evaluated the competitive landscape, including some of the most innovative retail and ecommerce companies like Warby Parker, Frank + Oak, and Bonobos, and evaluated new geographical markets to focus energies on based on current ecommerce data, city/market data, and the regional retailer landscape.
STRATEGY We recommended a two-phased approach. The first phase centered around tightening the brand values and identity, engaging and strengthening a loyal customer base of brand evangelists through new programs, and making trial of products more accessible through new services. The second focused on launching branded experiences and testing potential new markets for expansion of brick and mortar stores down the line.
MAJOR TACTICS SUMMARY
Pop-Up Stores: A relatively inexpensive option that allows for ability to control the brand experience, engage with customers/potential customers and gather feedback, and gain exposure (test markets) in new areas with little risk.
Subscription Service: A paid service (free when a customer meets spending thresholds) that offers complimentary at home try-on, seasonal curated boxes on a risk-free/pay for what you keep basis, priority access to TS's "workshop items" (limited-release products), and exclusive access to events.
Traveling Guideshop: A limited-inventory airstream trailer appearing at select events in target markets where people can try on apparel, be measured for custom tailoring, and order through an associate or via iPad on site.
Loyalty Program Initiatives: A new loyalty program involving opportunities for loyalists to be involved in the design process and meet TS designers, a digital catalog with lifestyle content, guerilla rewards for online engagement/posts to cultivate evangelists, and complimentary tickets to festivals and events where the traveling guideshop stops.