Creating a new consumer brand and bringing it to life isn’t easy. Defining the market opportunity, target market, brand identity, website, tone - there are multiple elements that need to be carefully thought through before you even think about a launch.
Daisy by Katie Yeung is a new player in the New Zealand wedding market, but the people behind the brand have been in the game for a while. As the owner of Hera Bridal, she was looking for a way to increase her market share, reach out to new customers and ultimately, pad out the bottom line.
The next step was talking to The Selective – and she was glad she did.
It all starts with strategy
When wedding dress designer Katie Yeung, from Hera Bridal, approached The Selective, she wasn’t planning on launching a whole new brand. Like most businesses, she just wanted to bring in more customers, maximise the marketing budget, and ultimately increase revenue.
Katie felt that she was spending too much on advertising without attracting enough of the right customers - many potential clients loved the product, but simply couldn’t fit it into their budget. She thought her only options were to make the Hera brand more accessible or widen the scope of the business to cater to brides with lower budgets.
Katie explains: “People would say ‘we love your style and your service is amazing, but I can’t pay that’. Our website looked too expensive! It wasn’t clear that we could cater to people with smaller budgets too.”
Emma Clarke, the marketing head at The Selective, took Katie through a research and strategy process to figure out the best way to move forward. Her advice? Launch a separate brand with a younger, more relaxed, and most importantly, more affordable feel – that’s when Daisy was born.
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