A lot of clothing retailers do a variation on 'passion for fashion' as their positioning. Piperlime wanted to find a new space. I thought about their business and their customer through a few different lenses, proposed several possible new directions, and then worked with the leadership team to finesse and refine them.
I can't actually share the winning positioning statement as it's only for internal use, but it revolves around the idea that Piperlime isn't just about fashion...it's about your life when you're wearing the fashion. It has a positive, motivational energy—designed to prompt customers to snap something up, and then live it up. We centered in on the word 'chic' because it speaks to fashion...but also to lifestyle, confidence, effortlessness. After all, getting dressed is only the beginning.
All of this meant we needed to think about how the Piperlime customer lives now—and we saw that we needed to incorporate social media into the shopping experience.
But it wasn't actually that simple. We needed to think about Piperlime in a totally different way. It couldn't be a destination or even a place anymore, as social inspiration can come from anywhere and everywhere. It had to be more of an epicenter, a hub, a connection that links social inspo directly to a perfectly curated selection of the best fashion...and then invites the customer to be the next bit of inspo.
The final tagline? Your connection to chic.
Click the links here to read our press:
Gap Inc's Press Release
Article from WWD
Article from Apparel
Article from Racked
