TRUNK CLUB - A NORDSTROM COMPANY
ROLE: BRAND STRATEGY DEVELOPMENT & CREATIVE DIRECTION
Trunk Club, a Chicago-based retailer, was the first company to offer online stylists working with customers to choose wardrobe pieces to try on at home. The company, which was acquired by Nordstrom in 2014, revolutionized personal shopping. However, even as the pioneers in the industry, they were struggling with limited brand recall.
In 2018, as the Creative Director of Trunk Club’s in-house agency, I partnered with the Brand Marketing team to create a new Brand Strategy and Visual Direction in order tackle three major challenges:
Most people did not understand what online personal styling was.
They were not getting credit for their advertising, but their biggest competitor, Stitch Fix was.
Low Brand Awareness:
Campaign after campaign they had failed to move the needle as the industry suffers from a ‘sea of sameness’.
BRAND STRATEGY DEVELOPMENT
We developed the Brand Story based on the following journey:
We developed the Brand Story based on the following principles:
The role of the Brand Story was not to define the category, to explain the offerings and functionality, but to distinguish Trunk Club within the category.
Emotional resonance was our goal; the emotional benefits are the brand’s main story.
This story relies on NORDSTROM brand equity as an important differentiator to define Trunk Club: this is something no competitor can claim and is the gold standard in service, fashion brand offerings and customer care. It should be leveraged but not overwhelm the message.
The functional benefits of convenience, time saving and expertise are support points are not the main message
“Fashion” and “Style” are in the eyes of the beholder and generic terms. We are selling the emotional benefit of looking your best. As such, we avoid focusing too much on fashion and style as message drivers.
The vision was forward-thinking/ aspirational but not pie-in-the-sky with improvements in the customer journey experience.
DESIGN INTENT & PROOF OF CONCEPT
Prior to launching the new visual identity. The new brand strategy and design intent was tested.. NEED LANGUAGE.
Qualitative and Quantitative research.
More than doubled usage intent.
Almost twice as likely to be a remembered tomorrow compared to the second concept tested or current brand identity.
Scored above norm for all attributes measured (break-through, branding, impact).
Scored higher than norm in areas of involving, unique, interesting.
Performed above norm for suggesting
that Trunk Club is different/unique
VISUAL IDENTITY RE-FRESH EXECUTION
This new brand direction was launched Spring 2019 with an integrated marketing campaign including:
Package Design / OOH / Video (Broadcast & Digital) / Social / Digital / Print
All work and related marks are trademarks of Nordstrom Corporation.