The company is not a startup anymore, nevertheless, it continues to follow this tactic. The right approach will make this strategy work. The company almost doesn’t spend money on contextual ads, focusing on newsletters and social networks. That is about creative, colorful and personalized offers. Moreover, emails can be an effective communication and sales channel. Perhaps, someone thinks that email marketing is dead. Thousands of loyal customers are eagerly waiting for the weekly newsletter with discount coupons. They are also working with web development companies to create landing pages that simplify purchasing through emails. Ivory Ella marketing specialists create very flexible offers with stylish designs and personalized selections. The company effectively uses emails to communicate with customers. Ivory Ella brand specialists are actively working with dozens of colleges throughout the country to increase brand loyalty among young people. The company wants to position its products like clothing for all seasons and climatic zones. They have great success because exclusive products are usually sold out within a few hours. Ivory Ella often offers various limited promotions. In just a couple of years after the launch, Ivory Ella shipping grew from 100 packages a day to several tens of thousands.Įxponential growth allowed to expand funding for charitable initiatives. In the same year, the headquarters moved to Rhode Island to an area of 32,000 square feet. Then it opened several stores of 3,000 square ft. Soon after the launch, the company moved from a basement into a room of 800 square feet. Regular promos with valuable prizes help to increase customers’ loyalty. Social networks are actively used to attract traffic to the online store. They quickly determine the upcoming fashion trends on social networks and embody them in their products. Ivory Ella is very actively interacting with its subscribers on social networks, which is very important in the dynamic fashion industry. Fiano, one of the brand’s founders, said that they have been growing steadily since the launch of their online store. Nevertheless, the brand defeated the popular show in the hashtag battle. The launch of Ivory Ella brand coincided with the American Country Music Awards. That was followed by Twitter advertising campaigns hashtagged #ivoryella. They began to sell not just products, but also the feelings that haunt every purchase. The team was enhancing customer experience through social networks. Their goal was to create a positive sense of warmth in consumers’ hearts while they were interacting with the brand. Gifts were also one of the main promotion tactics. They were teasing customers with Facebook photos of their products and e-mails. Its founders used a target group of 30,000 users to launch the brand. The reason was that its co-founders had great experience working with social networks. In summer 2015, the clothing business Ivory Ella powerfully hyped. People are just obsessed with this idea and crazy about these wonderful creatures.Īs a result, they gave the world not only stylish clothes but clothes that would make the world a little bit better. According to Joe Allen, co-founder of the company, they saw a global protest against animal bullying and extermination. The brand’s founders set aside 10% of the net profit of the corporation to help elephants. This Kenyan conservation organization is working to prevent poaching and illegal ivory trafficking. Online clothing store Ivory Ella, which has an elephant on their logo, has already donated more than $1 million for the organization “Save the elephants” since 2015. Even though the history of using a particular animal logo is bizarre or romantic, none of these brands help their “real-life mascots”. “Abercrombie & Fitch” has an elk, “Ferrari” - horse, “Twitter” - bird. Numerous brands use animals as their logos.
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