Strategy, identity, website for clothing brand

Fauve is a fashion brand that collaborates with visual artists to create unique collections of apparel.

For this personal project, launched in December 2022, I executed every step from research to launch. This included:

Market research: understanding the competitive landscape, the customers, the branding strategies among competitors.

Strategy: defined the roadmap, the target demographic, and the funnel strategy.

Brand identity: our price tag being high to make it worth the artist's time, we needed to develop a premium identity, which had to be reflected in the name, website and Instagram page.

Social media strategy: to funnel customers to our website, I opted for Instagram ads through boosted posts. Spent the first few months curating content related to art and clothing, building a steady following.

Prototyping: after defining the identity and the website's content, I iterated on designs until reaching a satisfying prototype.

User testing: tested the prototype with selected users from diverse background. Integrated their feedback into the draft website.

Website: with the confidence gained through tests, I built the e-commerce website on Webflow, including text animations, setting up the first two collaborations.

Launch: once we reached a satisfying following and built a strong website, we launched the platform and the ads plan. We also leveraged the artists' audiences to drive traffic.

Post-launch analytics: after selling out the first few collections, we leveraged Mixpanel data to further improve our funnel and conversion rate.