The brand, SHINY is existing since 2013 as a small retail store for party dress. The business value for their brand was not much as they expected, since there was a difference between their desired customer and actual customer at the first period of time.
Therefore, we wanted to change the brand impression by rebranding into more elegant and fashionable.
Before we created a persona, we analyzed customer data by using archived data created by spreadsheet. As a result, our most popular customer was around 25 years old, who is professionally working as a hostess in an exclusive bar, since this shop is located near the historical exclusive bar area in Ginza, Tokyo.
However, since we wanted to transition our business type to be a more casual dress shop that can be used for some wedding parties or important event outfits, we researched and created a persona who is working as an office clerk who wants to use our store for a wedding party.
The image of Ginza, the central Tokyo area is historic and graceful which has a little European taste that continues since the Meiji era. (Meiji era: Japanese calendar in about a century ago) Some buildings are still remaining in the mood of before and after world war 2, lots of luxury brand apparel retailers are there. People in this area might be urbanized and sophisticated more than other areas in Tokyo. We needed to make logos to be matched with that taste.
Finally we created logos which has an element of European taste remaining in the Ginza area. I applied color as a skin-tone pink-beige to express friendliness and sophisticated femininity for Japanese females.
Also, I considered using typography as Times New Roman to express elegance together with applying gold foil for some merch.
We also rebuilt the existing website under a limited budget, to offer smooth flow and more easy-to-understand information to increase the conversion rate. I planned the system which we should use, and designed templates and banners based on the existing shopping cart system.
To tell users that we have both a retail store and an e-commerce website, we had to consider providing all those information on one website. I prioritized information by importance, from conversion-related sections (cart, newsletter, user page) to retail section, and lastly to e-commerce to prevent dropping users off from conversion flow.
Additionally, I also directed spatial design with the store manager and associated interior designer. To provide a chicer impression to our brand with preserving existing assets due to a limited budget, we applied marble-printed material and metal material to our interior.
Eventually we marked the highest sales score since they established the brand. We aimed to At least 150% of sales score at first. however, we reached over 200% for the 3rd and 4th quarter of sales score in 2015, compared to the same quarter in 2014.
We have gotten some customers who are similar to our potential persona. Genuine sales score for e-commerce also increased compare to before the website renewed.
We presented our renewed brand as much as seamlessly in both retail store and e-commerce website. On the marketing side, we provided a campaign which is possible to use both e-commerce and retail store as well. So user was able to aware they could have the option to choose their dress depending on their circumstances.
