NOBODY DENIM

The brief

An Australian denim brand was looking to strengthen its brand and performance online, and expand the role of direct-to-consumer eCommerce alongside other distribution channels.

The brand’s foundation lies in premium denim, and over 20 years their approach has evolved to bridge fashion looks with contemporary style. The company’s vision is to be Australia’s leading global premium denim brand, celebrating and fostering the individual to inspire confidence. They believe in the longevity of Australia and have a longstanding commitment to ethical manufacturing principles.

The brand tasked Sharley Consulting with analysing its current brand and digital performance, uncovering the brand's relationship with its customers, and building a strategy that would support the next chapter of online growth.

Our approach

Sharley Consulting took a phased approach, starting with a brand measurement and tracking study. This study helped measure the brand awareness, perception, and performance of the brand and its competitors, identify opportunities and areas for improvement, and guide the strategy and roadmap to meet the company’s 2025 targets. 

Research was conducted with the brand's customer base, including in-depth research with high-value customers. At the same time, Sharley Consulting ran an internal survey with employees across all departments (including those outside of leadership and marketing) and a broader brand awareness study amongst market consumers. A brand and digital audit was also conducted to analyse the brand’s share of search compared to its competitors, and consumer sentiment.

The result

The combined insights were presented in a brand growth workshop with the leadership and marketing team, which helped close knowledge gaps around the brand and customer. 

From these findings, Sharley Consulting identified short and long-term opportunities to elevate the brand, eliminate barriers, and direct focus into the actions that would be most effective in driving growth. A 24-month digital roadmap was developed to fuel business acceleration, along with a 6-month detailed plan across relevant channels.

With data-driven insights on its brand and competitors, the brand is on track to reach its ambitious targets for the future. More importantly, the process helped reframe the brand's way of thinking about the online experience. With a combination of tactical and strategic initiatives in place, the team was able to strengthen their brand value proposition to drive revenue, differentiate the brand in a more meaningful way to customers, and bring more discipline to their approach to deliver a cohesive brand experience.