One of the fastest-growing women’s fashion brands in Australia, Showpo is an up-and-coming player in a highly competitive industry. Showpo was looking to better position itself in the market and understand their target audience, in order to build brand loyalty and set the business up for future growth.
Sharley Consulting was tasked to help identify valuable customer segments, create a brand strategy to help Showpo reach its long term objectives, and determine the best holistic customer approach to reduce churn and drive acquisition.
Sharley Consulting began by running discovery workshops together with the Showpo team to pinpoint the brand’s differentiators and key customer segments, as well as hosting focus groups with consumers to understand emotional drivers in more depth. Guided by the learnings from these workshops, competitor analysis and a deep-dive into internal and online data, we developed key insights that informed Showpo’s new brand identity, positioning, strategy and customer journey.
Through a collaborative approach, we developed a new lifestyle brand positioning strategy built upon Showpo’s fresh, forward-thinking approach; ‘tribe’ mentality and the brand’s intimate connection with its customers. These values and differentiators were weaved together into Showpo’s new tone of voice, look and feel, together with a uniting communications framework to guide future activations.
Sharley Consulting also reviewed Showpo’s existing customer journey, communications and tracking, to ensure the brand promise was delivered across all touchpoints. A data transformation plan supported this, providing Showpo with a ‘single view’ of the customer. This ensured the brand was delivering clear, consistent messages at the right time across the right channels.
Showpo’s new brand positioning was translated into a brand book and communications platform which was rolled out on all channels. The insights into the fast fashion market, customer segmentation and persona development were used to map the customer journey and improve the customer experience across Showpo’s communication platforms.