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CASE STUDY - Trunk Club

Trunk Club entered 2019 with three major business challenges (awareness, misattribution and lack of industry understanding) that we needed to tackle in order to meet business goals. As a result, my team has been responsible for transforming the company’s Brand Strategy including the development of a new brand promise, positioning, personality traits, tone of voice and visual language. 

This new direction has started to get implemented through the 2019 Spring Campaign.

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.

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THE CHALLENGE
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:

 
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Unfamiliar Category:
Most people did not understand what online personal styling was.

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Misattribution:
They were not getting credit for their advertising, but their biggest competitor, Stitch Fix was.

Low Brand Awareness:  Most people had not heard of them and campaign after campaign they had failed to move the needle. From a branding perspective, the industry suffers from a sea of sameness.

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:

RESEARCH COMPETITIVE ANALYSIS SWOT ANALYSIS

RESEARCH
COMPETITIVE ANALYSIS
SWOT ANALYSIS

SENIOR LEADERSHIP INTERVIEWS EMPLOYEE INTERVIEWS PERSONA DEVELOPMENT

SENIOR LEADERSHIP INTERVIEWS
EMPLOYEE INTERVIEWS
PERSONA DEVELOPMENT

DESIGN THINKING WORKSHOPS

DESIGN THINKING WORKSHOPS

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.

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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.

TESTING RESULTS

  • 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

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Digital iBook developed for the Sales Team
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All work and related marks are trademarks of Nordstrom Corporation.