Paive | Launching a new fashion voice

Paive curates unique, conversation-starting fashion that empowers you to express your individuality. They champion emerging designers and a diverse range of styles, from elegant modest chic to bold street flair for the fashion enthusiasts in the Middle East.

To establish brand awareness and drive sales, building recognition to compete in a crowded marketplace.

To develop a successful go-to-market strategy, I took a multi-pronged approach:

User Deep Dive: I collaborated with the founder to analyze key user metrics, gaining insights into user behavior over Paive's website and Instagram profile.

Competitive Landscape: I conducted a comprehensive analysis of the Dubai fashion market, identifying key competitors and understanding their strategies.

Brand Voice Alignment: To ensure brand consistency and audience appeal, I carefully studied Paive's tone of voice. This informed my recommendations for strategic partnerships and marketing initiatives tailored to the Dubai region.

Our analysis revealed a surprising user trend: a higher volume of orders originated from Sharjah and Ajman compared to Dubai, which initially appeared to be the target market.

As part of the go-to market strategy, we crafted a targeted brand awareness campaign:

Micro-Influencer Collaborations: Partnered with a curated selection of stylists and fashion influencers in Dubai. These influencers, known for their taste and close-knit, engaged social circles, would champion Paive's unique collections, fostering a sense of exclusivity and authenticity.

Strategic PR Placements: Secured placements for Paive in leading Dubai publications that cater to the ideal customer segment. These placements would showcase Paive's distinctive voice and collections, reaching a wider audience interested in fashion-forward discoveries.

Ongoing, to be updated once completed