Case Studies
Agenda
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Agenda is an online boutique that provides a "one stop shop"
for busy working women to buy high quality, stylish office wear. It
was an idea born from the frustration shared by two fellow business
women whilst out shopping, of trying to find the time to put together
a contemporary and coordinated working wardrobe, whilst juggling the
demands of a busy career, home life and family.
Market
research showed that this frustration is widespread. Successful
business women are looking for well cut, elegant
clothes which give an individual style statement at an affordable
price. Yet they don’t have time to spend hours trawling the high
street.
Totality GCS were tasked with creating a Agenda brand and identity that
is strong, stylish and contemporary, providing customers with a
dynamic online experience that could eventually be expanded into mail
order and in-store concessions within well known UK department
stores.
Create
With
no direct market competition, the broad brief allowed us to create a
look and feel that was
on-trend
but still unique to formal business wear. A number of online
retailers were identified and targeted, with careful consideration
given to how more famous brands could be successfully integrated into
the range in the future, once the Agenda brand was more
established.
In
terms of positioning, the brand needed to have a widespread appeal -
targeting working women between the ages of 20 to 50 years old -
whilst retaining a niche look and feel that sets it apart from more
mainstream brands such as Next, Austin Reed and Hobbs.
The
product range was designed to incorporate both style and quality,
featuring ‘that extra detail’, such as superior linings, fine
tailoring and co-ordinating accessories, that you would have to hunt
at length for on the High Street. The aim was to provide an easily
accessible, 'off the peg' range, yet with the personal feel of a
boutique service.
Taking
classical cues, with a modern twist, we created a contemporary and
versatile brand that would stand the test of time and translate
easily across various mediums from online to offline, swing tags to
signage.
Deliver
Following
the launch, Agenda has gone from strength to strength,
with first year sales exceeding projected figures by some 45%.
The
business and many of its ranges have been featured heavily in the
press, with key articles in many of the leading fashion magazines,
including Cosmopolitan, Grazia and Red.
The
website has also seen many new additions including the BWTV channel,
fashion blog and online magazine.