The Power of Early Insights: Saving A Startup from Branding Pitfalls

In the fashion business world, especially for the category of women's work clothes, competition is becoming increasingly tight with many brands offering a variety of model and style options. This requires brands to have a more strategic approach in understanding the needs and preferences of consumers. It is not just about creating attractive products, but also about conveying relevant value to the target market. A women's fashion brand with the vision of "elevating women's beauty (inner & outer)" is striving to solidify its position in the market by entering the women's workwear segment.

The Story

They contact Monica & Co Business Advisory to help them do market research to find the Unique Selling Point (USP) that distinguishes it from competitors while also validating the brand value they want to convey. Through this research, the brand hopes to gain in-depth insights into the psychographics, motivations, and expectations of the target market. The findings from this research will serve as a basis for designing appropriate marketing strategies, including product design, brand communication, and strong differentiation to meet consumer needs and aspirations.

To solve this issue, Monica & Co Business Advisory do validate processes through qualitative analysis through in-depth interviews with 20 respondents who are women employees. This in-depth interview is conducted to provide a comprehensive picture of consumer preferences for a new women's fashion brand in Indonesia. Not only that, but we also do competitor analysis to identify insights and opportunities that exist for new brands to differentiate themselves and gain a competitive advantage

From our approach, the new women's fashion brand can get some insights such as the largest type found in women's clothing sales is trousers, followed by the sales of jerseys, sweatshirts, and pullovers, then the sales of tops such as t-shirts and blouses. Not only about clothes type, but we also found interesting insight regarding offline sales and purchase patterns. Offline sales is the type of sales that dominates women's clothing sales. This is due to the experience available in offline shopping, such as the opportunity to touch the fabric, see the cutting patterns of the clothing, and try on clothes directly. The pattern of clothing purchases by consumers tends to be irregular and reflects the lifestyle or values adopted by consumers. However, the average purchases in one year can occur 1 to 3 times.

We also found that the good quality of the fabric and stitching is a major factor for consumers when purchasing clothes, but the design of the clothing also influences the consumer's choice of whether the garment fits their body shape. The concept of loyalty points gets a positive reaction from consumers and makes them feel that it encourages them to be loyal to one brand. Lastly, we also try to validate their branding that wants to combine educational value with women's clothing. Based on our research, a new brand that combines educational value with women’s fashion, especially work clothes, is very attractive from a customer point of view.

Our Approach

After a new women’s brand gets insight from Monica & Co Business Advisory, they can create a product and marketing strategy that aligns with customer preference and behavior. They also know about their competitor (product, price, and promotion) so they can differentiate their product based on their target market. Last but not least, based on our research a new women’s brand also saves 90% from their budget if they do wrong branding.

The Impact

*We take our clients' confidentiality seriously. While we've changed their names, the results are real*

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