MEET PRIPPIE

Prippie is a leading women’s fashion boutique in Fort Worth, Texas where the ability to stand out from the competition is tough because of the massive amount of similar businesses in the area. Prippie is focused on providing everyday to semi formal wear for moms. What sets them apart from other boutiques in the area is that they not only carry affordable clothing, but they carry plus sized clothing as well.

OVERVIEW

PROBLEM

  • In a highly saturated market it can be hard to stand out from the crowd. Prippie had no marketing plan or brand cohesiveness. Their website and social media did not match the in-store experience that customers resonated with. Products were posted without rhyme or reason.

GOALS

  • Cohesive brand identity across all platforms based off of their in-store experience

  • Stand out from other boutiques

  • Boost online sales

SOLUTION

  • I developed a marketing plan, created content pillars, and syncronized their brand identity across all platforms. I passed along the brand identity to my team and we have worked to maintain that as well as sticking to the marketing plan and content pillars.

RESULTS

  • 400% increase in online sales in 2023 over 2022

  • 33.8% growth rate on Instagram for 2023

IN-DEPTH OVERVIEW

Industry: Women’s Fashion

Target Market: Moms 35-55 years old, middle class

THE CHALLENGE

Prippie was prepared for the lockdowns in 2020 because they had a website and a social media presence, unlike other businesses in the area. Since everyone was in quarantine there was a lot of online shopping to be done. Prippie quickly grew overnight, but what they weren’t prepared for was every other business owner hopping on the online bandwagon. Once other boutiques started popping up online and on social media, their online sales started to plateau. They knew something had to change. Rather than wearing too many hats, the owner decided that she needed to pass the baton to someone who knew what they were doing and someone who could develop strategies to boost online sales again. 

WHY ME?

The owner knew that I had an interest in fashion and social media which ultimately led to her decision to make me the head of social media. It started out as a team of just me, myself, and I. When I first got on board, there was no plan other than post as much as you can, and hope it sticks. That quickly changed once I took over and we grew to a full blown marketing team filled with creators, models, and managers that I molded into a team of thought provoking, trend spotting, brand aware individuals. I have created marketing plan templates, established content pillars (New Arrivals, Style Inspiration, Sales, and Gifts), trained every person on my team, and boosted not only online sales, but overall brand awareness. The owner has stated multiple times that people have come in the store claiming we have the best social media, and I always relay that to my team.

WHAT HAPPENED?

My first focus with Prippie was creating a cohesive brand identity across all platforms that resonated with moms. This was most important to me, because if a customer shopped with Prippie online first and then saw their social media, they would want the customer to know she was in the right place. The only way to guarantee that, is if every platform (social media, website, and in-store) has the same feeling as the next. I asked the owner “How would your customers describe your store when they first walk in?” She responded “It is so bright and happy in here. This is my happy place.” Therefore, I make sure that every piece of content that my team or I create is happy and inviting. I do this visually by brightening all photos and videos while still maintaining the product’s true color, and mentally by keeping all captions lighthearted and fun. I wanted to make sure that every caption feels like the customer is having a conversation with her best friend. Now customers walk in the store all the time and tell the owner about how much they love Prippie’s social media. 

THE RESULTS

Because of our efforts, Prippie saw a 400% increase in online sales in 2023 over 2022. They also saw a 33.8% growth rate on Instagram for 2023. Since I started working with them, Prippie has grown to be one of the top boutiques to shop with in Fort Worth and won three titles in the “2023 Best of DFW Contest” (Best – Women’s Clothing Store- “Silver Winner, Best – Boutique Shop – “Bronze Winner,” and Best – Place to Buy a Gift – “Bronze Winner.”)