Building Buyer Confidence by Practice Practice

Some details

Whenever we shape how new brands enter the market, our aim is to unearth and communicate the brand’s essence. The aspects that resonate in their target audience’s hearts and minds. ‍ 6WR’s mission was straightforward: offer customers the quality and craftsmanship of a luxury denim brand, but at a much more reasonable price point than was currently available on the market. ‍ To communicate their differentiated vision for a luxury… brand in an oversaturated market—as well as to ensure the viability of their business—they needed to reach consumers and prospective retailers directly with their online presence. ‍ As such, a fully functional website that showcased their product quality and unique luxury brand ethos was a must. This website was to become 6WR’s touchpoint with their audience. In our research we discovered that 6WR’s target demographic was hugely varied. On the strength of the simplicity of their product, 6WR’s audience ranged from 16-year-old trend seekers who stumbled upon the brand in their Instagram discover feed to middle age men searching for the perfect pair of weekend denim. The other key challenge we faced was how to successfully demonstrate and communicate the fit, fabric, and first-class construction of 6WR’s denim, and how to overcome any prospective buyer objections and resistance to purchasing a new product online. ‍ Building buyer confidence through design was paramount. Information on the product would have to be clear, accessible, and intuitively organized. To help move customers through the sales funnel—and to acquire the brand’s first true fans—we offered all customers free shipping and returns on all orders, allowing new customers to personally interact with the product, but with minimal commitment on their end.