Date: Jan 2018 – May 2018
Company: Basic Outfitters
Role: Creative Brand Manager, UX Design
Team: Branding, UX Design, Operation, Finance
Basic Outfitters
D2C Commerce Platform
for Men's Basics
Basic Outfitter is an e-commerce startup offers high quality and affordable mens’ basics and a flagship service, Create-a-Drawer. The startup has been appeared on ABC Shark’s Tank and CEO was named to Forbes 30 under 30.
I joined the company as a creative brand manager to lead all creative brand marketing activities including social media/ influencer marketing and visual content strategies. I worked to create a close relationship with customers by offering interactive and exciting mobile and web shopping experiences. Under a direction of a creative director, I built a strong brand identity in both digital and physical space through course of various practices of marketing, branding, photo-shooting, and packaging. I worked directly with UX team to boost and maintain a holistic vision for the brand.
1. Creative Direction
Brand Strategy
I had a mission to create a holistic vision for the brand. Basic Outfitters was the e-commerce platform without a physical store existence. I led a creative team to produce high quality visuals, photography across all platforms as well as the social media channels and interactive mobile/ web experiences. We expanded the brand identity with partnerships including the pop-up shop at Macy’s and JetBlue, featuring the SuperSoft socks in Mint amenity kits.
Competitor Landscape
E-Commerce
Editorial Calendar /
Content Strategy
I developed the editorial calendar to manage all creative practices with the creative team and a creative director. The main tools I used were excel and Trello.
2. Marketing Practices
Social media and
influential marketing
Our main target users are millennials who live in the city and they are savvy using digital devices. To build a strong brand identity in this space was crucial. In order to establish the audience, we decided to push social media and influential marketing. We partnered with Cohley, influencer marketing platform to work with influencers and content creators to create actionable content and scale influencer marketing efforts.
E-mail marketing
I worked on e-mail marketing strategy to push seasonal sales. It was important to communicate with our audience throughout all digital channels to maximize e-mail marketing practice and increase the total sales. Each space has its own unique strength and weakness, so I made sure to use correctly with our options.
